predictive analysis ( sample report)
DESCRIPTION
Standout uses predictive modeling to find opportunities hidden in customer and transactional data.TRANSCRIPT
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Acme Customers by Product Type:Predictive Profile
Prepared for Acme Company
Profile Executive Summary
Provide a highly collaborative statistical profile of Acme Company customers by product group
Identify discriminating attributes that most define an Acme customer
Develop targeted list recommendations through index calculations as a result of Acme customer attributes over-penetrating consumer universe representation within the same geographical footprint
Create custom algorithm(s) that are used to score our proprietary consumer data files and predict the propensity of a prospect to become an Acme customer
Acme Customers: Cluster Summary Overview
Variable
Cluster 1
33%
Cluster 2
20%
Cluster 3
32%
Cluster 4
15%
Customer Type A = 7%
C = 59%
B = 33%
A = 26%
C = 41%
B= 33%
A = 58%
C = 42%
A= 99%
Gender Male = 99% Female = 99% Male = 98% Male = 98%
Age Mean = 36.5
Median = 34
Mean = 39.2
Median = 38
Mean = 40.9
Median = 40
Mean = 41.2
Median = 42
Marital Status
(compiled data)
Single = 25%
Unknown = 75%
Married = 19%
Single = 8%
Unknown = 73%
Married = 79%
Unknown = 19%
Married = 100%
Household Type
(Top 3)
Male = 20%
Male+Female+Kids = 16%
Male+Kids = 15%
Female+Male+Kids = 35%
Female+Male = 23%
Female = 18%
Male+Female+Kids = 44%
Female+Male = 23%
Male = 16%
Male+Female+Kids = 52%
Female+Male = 22%
Male+Kids = 15%
Number of Children Mean = 1.6
Median = 1
Mean = 1.9
Median = 2
Mean = 1.9
Median = 2
Mean = 2.0
Median = 2
Small Office/Home Office
Yes = 13% Yes = 13% Yes = 14% Yes = 15%
eConsumer Decile Mean = 5.5
Median = 5
Mean = 5.6
Median = 5
Mean = 7.0
Median = 7
Mean = 7.3
Median = 8
Years of Education Mean = 13.3
Median = 13
Mean = 13.2
Median = 13
Mean = 13.5
Median = 13
Mean = 13.3
Median = 13
Employed Professionally
Mean = 36.9%
Median = 35%
Mean = 36.1%
Median = 35%
Mean = 38.6%
Median = 37%
Mean = 36.8%
Median = 35%
Acme Customer Analysis: 4 Cluster Solution
Variable
Cluster 1
33%
Cluster 2
20%
Cluster 3
32%
Cluster 4
15%
Home Value Mean = 150k
Median = 125k
Mean = 143k
Median = 124k
Mean = 156k
Median = 134k
Mean = 152k
Median = 132k
Percent Caucasian Mean = 81.0%
Median = 89%
Mean = 81.9%
Median = 89%
Mean = 85.1%
Median = 91%
Mean = 84.8%
Median = 91%
Annual Income Mean = 99k
Median = 54k
Mean = 82k
Median = 46k
Mean = 109k
Median = 64k
Mean = 107k
Median = 62k
Annual Liability Mean = 17k
Median = 8k
Mean = 24k
Median = 8k
Mean = 44k
Median = 10k
Mean = 16k
Median = 12k
Wealth Rating Mean = 5.6
Median = 6
Mean = 5.6
Median = 6
Mean = 6.1
Median = 7
Mean = 6.1
Median = 7
Mail Responders Single = 38%
Multiple = 37%
Single = 30%
Multiple = 55%
Single = 31%
Multiple = 57%
Single = 30%
Multiple = 60%
Opportunity Seeker Yes = 15% Yes = 20% Yes = 18% Yes = 21%
Political Donor Yes = 8% Yes = 9% Yes = 9% Yes = 8%
Health Donor Yes = 8% Yes = 11% Yes = 11% Yes = 10%
Acme Customer Analysis: 4 Cluster Solution, Cont.
Acme Customer Distribution SummaryDemographic Overview by Variable
Understanding Penetration Index TablesTips for understanding penetration tables: Penetration indexes are indicators of discriminate power. That is, the larger the penetration the greater the mathematical ability to find look-likes during the scoring process. We start out with a distribution for some variable, income is shown below, as well as random sample prospect universe in the same geographical footprint as the customers. We divide the proportion of the customers representation by that of the universe and we arrive at an index that gives us the direction of that difference may be (under or over-penetrated) as well as the magnitude (value). No difference would be 100 as we would have the same distribution for the customer group as we do for the Universe 1/1. Any penetration index under 100 is not highlighted here, those breaking 100 points are highlighted in gray and significant over-penetration is highlighted in blue.
100%100%100%
7%10%12%$150,000+
4%6%8%$125,000-$149,999
7%11%12%$100,000-$124,999
14%20%22%$75,000-$99,999
21%28%26%$50,000-$74,999
11%9%8%$40,000-$49,999
10%7%6%$30,000-$39,999
10%4%3%$20,000-$29,999
16%4%4%Under $20,000
UniverseProduct B Customers
Product ACustomers
Household Income
107127$150,000+
149192$125,000-$149,999
161168$100,000-$124,999
149161$75,000-$99,999
135123$50,000-$74,999
8270$40,000-$49,999
6759$30,000-$39,999
4636$20,000-$29,999
2223Under $20,000
Product B Customers
Product A Customers
Household Income
Demographics: Region
Grouping states into regions allows us to understand areas of over-representation. The largest responder base is found in the South and Middle Atlantic followed closely by East North Central.
Patterns are stable across groups for most regions with the exception of The Middle Atlantic and the West South Central, indicating Product B Customers is most represented in the Middle Atlantic.
As indicated within the penetration index table, when compared with the universe, the only region with significant penetration is the Middle Atlantic and significant under-penetration in the Mountain region.
Region Product A Product B
Mountain 127 142Pacific 65 73
East North Central 94 104West North Central 100 110East South Central 52 98
South Atlantic 112 126West South Central 96 78
Middle Atlantic 129 83New England 119 94
0%
5%
10%
15%
20%
25%
30%
Product A Customers 7% 10% 15% 5% 3% 24% 10% 22% 6%
Product B Customers 8% 11% 17% 6% 6% 26% 8% 14% 5%
Universe 6% 14% 16% 6% 6% 20% 12% 14% 5%
Mountain PacificEast North
CentralWest North
CentralEast South
CentralSouth
AtlanticWest South
Middle Atlantic
New England
The majority of all customer groups are classified as Male. Over representation of the male could be the result of household level matching routines that generally provide a male head of household.
Demographics: Gender
Gender Product A Product B
Female 43 43
Male 163 163
0%
20%
40%
60%
80%
100%
Product A Customers 20% 77% 3%
Product B Customers 20% 77% 3%
Universe 48% 47% 5%
Female Male Unknown
Demographics: Age Range
Age range distributions show significant skew in the 25-54 year range. Index table guidelines indicate that age increases representation of Product A and Product B customers.
Age Product A Product B
18-24 Years 19 19
25-34 Years 109 118
35-44 Years 223 226
45-54 Years 160 151
55-64 Years 46 43
65-74 Years 17 13
75+ Years 6 8
0%
10%
20%
30%
Product A Customers 7% 10% 15% 5% 3% 24% 10% 22% 6%
Product B Customers 8% 11% 17% 6% 6% 26% 8% 14% 5%
Universe 6% 14% 16% 6% 6% 20% 12% 14% 5%
Mountain PacificEast North
West North
East South
South Atlantic
West South
Middle Atlantic
New England
Demographics: Household Income
With regard to income there is little difference across the groups. Customer segments peak at the $50,000 to $100,000 level.
Product A and Product B show significant penetration in the upper deciles of income.
Household Income Product A Product B
Under $20,000 23 22
$20,000-$29,999 36 46
$30,000-$39,999 59 67
$40,000-$49,999 70 82
$50,000-$74,999 123 135
$75,000-$99,999 161 149
$100,000-$124,999 168 161
$125,000-$149,999 192 149
$150,000+ 127 107
0%
5%
10%
15%
20%
25%
30%
Product A Customers 4% 3% 6% 8% 26% 22% 12% 8% 12%
Product B Customers 7% 7% 8% 9% 25% 18% 10% 6% 10%
Universe 16% 10% 10% 11% 21% 14% 7% 4% 10%
Under $20,000
$20,000-$29,999
$30,000-$39,999
$40,000-$49,999
$50,000-$74,999
$75,000-$99,999
$100,000-$124,999
$125,000-$149,999
$150,000+
Demographics: Wealth Rating
Wealth Rating measures financial affluence originating from assets (education, income geography, gender, occupation home value, etc.) to appraise overall economic value.
The pattern of skewness toward the upper deciles holds true for many financial models as seen here. The Product A customers tend to have the greatest wealth over any other group.
Product A Product B
0 22 38
1 41 62
2 53 68
3 72 87
4 88 100
5 108 111
6 123 119
7 132 122
8 159 137
9 153 124
0%
5%
10%
15%
20%
Product A Customers 2% 4% 5% 7% 8% 11% 13% 15% 19% 18%
Product B Customers 3% 5% 6% 8% 10% 11% 13% 14% 16% 14%
Universe 9% 9% 9% 9% 10% 10% 11% 11% 12% 12%
0 1 2 3 4 5 6 7 8 9
Demographics: Occupation
Out of 42 potential occupations Executive/Administrator and Upper Management/Executive are among the top represented occupations.
Executive/Administrator positions are significantly more represented for Product A than for Product B. Occupation is a powerful discriminator for customers in general as indicated in the penetration table.
Product A Product B
Executive/ Administrator 460 302
Sales/Marketing 133 90
Upper Management/ Executive 383 272
0%
5%
10%
15%
20%
25%
Product A Customers 22% 3% 7%
Product B Customers 14% 2% 5%
Universe 5% 2% 2%
Executive/ Administrator
Sales/MarketingUpper
Management/
Demographics: Small Office/Home Office
There is little difference across customer groups for Small Office/Home Office representation with some moderate overpenetration for all groups with Product A.
Product A Product B
All SOHO 138 123
Filtered SOHO 144 127
0%
5%
10%
15%
20%
Product A Customers 17% 14%
Product B Customers 16% 12%
Universe 13% 10%
All SOHO Filtered SOHO
Demographics: Marital Status
It is very interesting to note that Product A Customers are significantly more populated in the married category compared to any other customer group.
Marital status will play a role in the clustering of customer groups and the defining of single women and younger populations.
Product A Product B
Married 107 92
Single 76 116
0%
20%
40%
60%
80%
100%
Product A Customers 78% 21% 1%
Product B Customers 67% 31% 2%
Universe 73% 27% 0%
MarriedUnmarried
(Single, Divorced, Separated
Demographics: Household Type
For household type category D: Adult Male and Adult Female Present with Children most define the Product A and Product B Customer. Females are under-penetrated when compared to the Universe.
Product A Product B
A: Adult Female Present 23 72
B: Adult Male Present 90 98
C: Adult Male & Adult Female Present 110 118
D: Adult Male & Adult Female Present w/ Children 399 260
E: Adult Female Present w/ Children 81 150
F: Adult Male Present w/ Children 270 198
0%
10%
20%
30%
40%
Product A Customers 4% 20% 22% 36% 3% 12% 4%
Product B Customers 13% 21% 24% 23% 5% 9% 5%
Universe 19% 22% 20% 9% 3% 4% 23%
A: Adult Female
B: Adult Male
C: Adult Male &
D: Adult Male &
E: Adult Female
F: Adult Male
Unknown
Demographics: Number of Children
Presence of children dominates the customer groups with no meaningful differences seen between the groups for each category with the exception of the “None Present” segment.
Product A Product B
None Present 12 27
1 Child 128 123
2 Children 197 174
3 Children 215 213
4 or More Children 277 245
0%
10%
20%
30%
40%
50%
Product A Customers 5% 44% 29% 13% 9%
Product B Customers 11% 42% 26% 13% 8%
Universe 42% 34% 15% 6% 3%
None Present
1 Child 2 Children 3 Children4 or More Children
Demographics: Length of Residence
Here we see Product A and Product B customer groups following similar patterns: Increasing in representation as length of residence increases.
Product A Product B
Lowest Thru 1 22 124
2 to 3 52 108
4 to 6 146 119
7 to 9 169 117
10 to 13 137 88
14 thru highest 80 65
0%
10%
20%
30%
40%
Product A Customers 2% 11% 30% 21% 16% 19%
Product B Customers 12% 23% 24% 15% 11% 16%
Universe 10% 21% 20% 13% 12% 24%
Lowest Thru 1
2 to 3 4 to 6 7 to 9 10 to 1314 thru highest
Demographics: Interest Indicators
Interest areas are helpful in further discriminating during scoring and are helpful in targeted messaging. We see that all groups are most interested in the Athletics, Fitness and Domestic (such as gardening, decorating, and crafts).
Product A Product B
Outdoors 257 191
Athletic 339 225
Fitness 296 207
Domestic 258 183
GoodLife 280 210
Cultural 259 193
Blue Chip 323 232
Do-It-Yourself 307 221
Technology 331 200
0%
5%
10%
15%
Product A Customers 6% 10% 14% 14% 8% 7% 7% 9% 10%
Product B Customers 4% 6% 10% 10% 6% 5% 5% 6% 6%
Universe 2% 3% 5% 5% 3% 3% 2% 3% 3%
Outdoors Athletic Fitness Domestic GoodLife Cultural Blue ChipDo-It-
YourselfTechnology
Demographics: Magazine Subscription
Magazine subscriptions correlate with interests categories discussed above, in that interests in athletics and fitness are supported by the large representation in Health and Fitness Subscriptions shown here. Family and financial are also supporting the profiles discussed above.
Product A Product B
Family & General 130 93
Female Oriented 99 70
Sports 160 112
Garden/ Farming 97 80
Culinary Interests 95 79
Health & Fitness 141 108
Do-It-Yourselfers 122 94
News & Financial 135 99
Opportunity Seekers 115 97
0%
10%
20%
30%
40%
50%
Product A Customers 25% 7% 12% 7% 6% 42% 12% 18% 17%
Product B Customers 18% 5% 8% 6% 5% 33% 10% 13% 15%
Universe 19% 7% 8% 7% 6% 30% 10% 13% 15%
Family &
General
Female
OrientedSports
Garden/
Farming
Culinary
Interests
Health &
Fitness
Do-It-
Yourselfers
News &
Financial
Opportunity
Seekers
Demographics: Purchasing Behavior
Female purchases dominate the picture here. Again the power of the purse is evident in this customer database.
Product A Product B
Male 149 109
Female 124 99
Crafts/ Hobbies 156 113
Garden/ Farming 145 105
Gifts and Gadgets 145 108
0%
10%
20%
30%
Product A Customers 9% 24% 11% 3% 21%
Product B Customers 6% 19% 8% 2% 16%
Universe 6% 19% 7% 2% 14%
Male FemaleCrafts/
HobbiesGarden/ Farming
Gifts and Gadgets
Demographics: Donor Behavior
Donor Behavior is an indicator of discretionary income. It can also be construed as an indicator to determine levels of conservatism/liberalism. Here we see that charitable donations dominate. Product A has the highest level of donating behavior.
Product A Product B
Religious 81 68
Political 94 79
General 81 65
Health 95 76
Environment Causes 193 133
Charitable Causes 212 144
0%
5%
10%
15%
20%
25%
30%
Product A Customers 4% 9% 11% 2% 8% 27%
Product B Customers 3% 8% 9% 2% 5% 18%
Universe 5% 10% 13% 2% 4% 13%
Religious Political General HealthEnvironment
Causes
Charitable
Causes
Demographics: Mail Response Frequency
This variable is an indicator of the potential to respond to direct mail and is predictive of response in general. We see that the Product A responders are much more likely to be responders to direct mail as indicated by the multiple mail responder flag.
Product A Product B
Single 141 139
Multiple 141 109
0%
10%
20%
30%
40%
50%
60%
Product A Customers 30% 53% 16%
Product B Customers 30% 41% 29%
Universe 21% 38% 41%
Single Multiple Unknown
Demographics: Mosaics
There are 13 potential geo-demographical Experian clusters. Product A customers are most defined by Small Town Success. Product A and Product B are also more represented in Metro Fringe than the other groups. In terms of overall distributions that largest occurs in Small Town Success and Metro Fringe nearly double that of the national average.
Product A Product B
Affluent Suburbia 91 77
Upscale America 181 153
Small-Town Success 258 197
Blue-Collar Backbone 140 127
American Diversity 200 164
Metro Fringe 181 160
Remote America 65 75
Aspiring Contemporaries 100 104
Rural Villages and Farms 109 112
Struggling Societies 80 110
0%
5%
10%
15%
20%
25%
Product A Customers 2% 10% 20% 2% 5% 15% 8% 3% 7% 4%
Product B Customers 2% 9% 15% 2% 4% 13% 10% 3% 8% 6%
Universe 2% 6% 8% 2% 3% 8% 13% 3% 7% 5%
Affluent Suburbia
Upscale America
Small-Town
Success
Blue-Collar Backbone
American Diversity
Metro Fringe
Remote America
Aspiring Contempor
aries
Rural Villages
and Farms
Struggling Societies
Mosaic Descriptions
Affluent SuburbiaAffluent Suburbia represents the most affluent 10.67 percent of U.S. Households. The members of this privileged segment are predominantly middle-aged, married adults with children in single-family suburban homes. Very well-educated, many in this segment have graduate degrees and are health care professionals and business and financial executives-representing many of America’s professional leaders. Mainly White or Asian in race, they live in well-established, substantial homes situated near or within metropolitan areas. They live very busy lives, often balancing job, family and social activities. These households are nearly five times more likely to have an annual household income great than $ 150,000.
Upscale AmericaThe Upscale America group represents established, well-to-do households that include a combination of singles, married couples and families of diverse age ranges. They represent approximately 10.6 percent of U.S. households that reside in urban and suburban neighborhoods. Ethnically diverse, with a drive to succeed, this group is an illustration of the American dream. Capitalizing on the opportunities available to them, this group enjoys their friends, family and the monetary rewards that their hard work provides for them.
Small-Town ContentmentSmall-Town Contentment represents 11.42 percent of American households located in small urban and second city areas. These areas are home to predominately white, married and family-oriented households who own homes. They commute to professions in manufacturing, Customers sales and health care and enjoy dual-median incomes in the $50,000 range in order to support the creature comforts they have come to expect and have worked hard to achieve.
Blue-Collar BackboneBlue-Collar Backbone represents the successful blue-collar workers across the country. They total 6.64 percent of United States households and consist of predominately high school-educated individuals and some college experience. Most own their own homes. Representing diverse neighborhoods within densely populated regions and small-town suburbs, they are ethnically diverse. They work hard jobs in manufacturing and construction, health services, retail, and wholesale trades, providing the stable foundation for their personal and family pursuits. Median incomes fall in the $30,000 to $40,000 range.
American DiversityAs the name implies, this groupie is an illustration of how contrasting mid-America’s population is. Varied in marital status, ethnicity and age ranges, they represent 9.63 percent of American households, residing mainly within low-density urban areas. Careers in management, manufacturing, retail and health services provide them the means for their moderate to ample lifestyle and deliver median incomes within the $35, 000 to $40,000 range.
Metro FringeMetro Fringe represents the most populated group, representing 11.91 percent of U.S. households and most closely mirroring the U.S. median, with a variety of races represented. Mainly living on the edge of metropolitan areas, they enjoy home ownership and conventional complements to their lifestyles. Less than half are married and are split equally between imported and domestic vehicles. Median incomes fall within the $29,000 to $42,000 range, and professions include a mix of manufacturing, construction, Customers, health and food services occupations.
Remote AmericaRemote America makes up 6.04 percent of U.S. households. These neighborhoods include middle-aged inhabitants in blue-collar, mining and agricultural, rural communities. Many live in single-family homes, mobile homes or trailers and approximately one-third have children in the home. Education levels are low, and consequently, income levels are moderately low, falling in the median ranges of $28,000 to $37,000. Domestic cars and pickup trucks can be found in the driveways of these homes.
Aspiring ContemporariesThis resoundingly diverse ethnic group represents the up-and-coming of American society. Living within easy reach of or within major metropolitan areas, this group enjoys careers in information, sales, administration, education, health and other service professions. Aspiring Contemporaries represent 8.94 percent of U.S. households. Approximately 40 percent are married and own their homes. These career builders enjoy median incomes just under $50,000 and appear to represent mid-tier management. The majority in this group opts to own import vehicles.
Mosaic Descriptions
Rural Villages and FarmsRural Villages and Farms equate to 10.38 percent of U.S. households. Representing America’s agricultural and mining communities most are White family households that own their homes, some in mobile homes and trailers. They work hard to provide the tranquil life to which their family has become accustomed through farming, agriculture, education, mining and other service industries. They enjoy median incomes in the $40,000 range and own domestic pick-up trucks, traditional family sedans or compact cars.
Struggling SocietiesStruggling Societies symbolize the challenges faced by 6.63 percent if U.S. households. They are ethnically diverse-approximately 40 percent are Hispanic and 25 percent are African-American. Employment opportunities lead them to blue-collar, agricultural, health and service industry jobs. However, this group is double the national average for unemployment. Many single-parent households must balance priorities and budgets. Median incomes fall into a wide range of $19,000 to $33,000. Economical domestic and import cares and light trucks are the vehicles of choice for this group.
Urban EssenceThis group features a diverse range of residents who reside within major metropolitan cities and towns. Urban Essence mimics 7.07 percent of U.S. households. Predominately African American and Hispanic, many are single, younger adults (including some single parents). With below-average incomes and above average households size, this group supports their lifestyle at employment within food an health services, education, retail, and arts and entertainment industries. The majority of this segment enjoys apartment living, and those who own vehicles opt for a diverse selection of economy, import, and domestic cars and light trucks.
Varying LifestylesVarying Lifestyles represent less than 1 percent (0.48 percent) of households within the United States. A majority of this group lives the unique lifestyles offered by military and university dorm life.
Mosaic Descriptions
Acme Customer Penetration SummaryList Recommendations
Acme Customers: Product A Demographics for List Selection Region
East North Central 91*
South Atlantic 199
South Atlantic 155
Age Range
25 to 34 109
35 to 44 223
45 to 54 160
Length of Residence
4 to 6 146
7 to 9 169
10 to 13 137
14 thru highest 80*
Household Income
$50,000 to $74,999 123
$75,000 to $99,999 161
$100,000 to $124,999 168
$125,000 to $149,999 192
$150,000+ 127
Wealth Rating
5 108
6 123
7 132
8 159
9 153
Marital Status
Married 107
Gender
Male 163
Female 43*
Occupation
Executive/ Administrator
460
Upper Management/ Executive
383
Small Office/Home Office
All SOHO 138
Filtered SOHO 144
Number of Children
1 Child 128
2 Children 197
3 Children 215
4 Children 277
Household Type
Adult Male Present 90*
Adult Male & Adult Female Present 110
Adult male & Adult Female Present w/ Children 399
Adult Male Present w/ Children 270
Mail Buyer Frequency
Single 132
Multiple 155
Interest Indicators
Outdoors 257
Athletic 339
Fitness 296
Domestic 258
GoodLife 280
Cultural 259
Blue Chip 323
Do-It-Yourself 307
Technology 331
Magazine Behavior
Family & General 130
Health & Fitness 141
Do-It-Yourself 122
News & Financial 135
Opportunity Seekers
115
Purchasing Behavior
Female 124
Crafts/Hobbies 156
Gifts & Gadgets 145
Donor Behavior
Political 94
Health 81
Charitable Causes 212
Mosaics
Upscale America 181
Small-Town Success 258
Rural Villages & Farms 109
Metro Fringe 181
Acme Customers: Product B Demographics for List Selection Region
West South Central 116
Middle Atlantic 122
South Atlantic 111
Age Range
18 to 24 156
25 to 34 186
35 to 44 147
Length of Residence
4 to 6 145
7 to 9 139
Household Income
$50,000 to $74,999 128
$75,000 to $99,999 126
$100,000 to $124,999 127
$125,000 to $149,999 123
Wealth Rating
6 116
7 121
8 128
9 132
Marital Status
Single 150
Gender
Male 147
Female 39*
Occupation
Executive/ Administrator 294
Clerical/Office 127
Upper Management/ Executive
239
Small Office/Home Office
All SOHO 121
Filtered SOHO 123
Number of Children
1 Child 137
2 Children 168
3 Children 166
Household Type
Adult Male Present 134
Adult male & Adult Female Present w/ Children 246
Adult Male Present w/ Children 241
Adult Female Present w/ Children 97*
Mail Buyer Frequency
Single 133
Multiple 112
Interest Indicators
Outdoors 235
Athletic 275
Fitness 235
Domestic 196
GoodLife 237
Cultural 207
Blue Chip 268
Do-It-Yourself 266
Technology 279
Magazine Behavior
Health & Fitness 116
Sports 123
Purchasing Behavior
Female 101
Male 118
Crafts/Hobbies 130
Gifts & Gadgets 119
Donor Behavior
Political 76*
Health 64*
Environmental 133
Charitable Causes 154
Mosaics
Affluent Suburbia 223
Small-Town Success 157
American Diversity 152
Metro Fringe 127
Rural Villages & Farms 101