Capturing Change at a Micro-Geographic Level
MicroBuild Data for Location Intelligence
Make Better Decisions at a Micro-Geographic Level
Companies who offer Geospatial Location Intelligence offerings are often challenged to help clients understand why sales forecasts aren’t being met and why the market area is not performing as expected – sometimes underperforming, sometimes overperforming.
Because most companies rely on datasets derived from decennial U.S. Census estimates and projections, and the periodic American Consumer Survey (ACS) data, they are unable to recognize and react to rapid changes that are occurring in market areas across the U.S. This challenge is most pronounced when the market areas are “micro” geographic areas – Census Blocks, ZIP+4 segments, street segments.
Gadberry Group meets this challenge by using our extensive knowledge of data, application of geospatial data science and mapping software to demonstrate measurable facts of population changes across the U.S. When rapid population changes take place, Gadberry Group identifies and demonstrates change often long before other U.S. Census-based data sets can reflect those changes.
Why the MicroBuild Methodology Works
MicroBuild’s methodology is particularly valuable for micro study areas where rates of change are high or have occurred since the most recent Census, and therefore cannot be accurately captured using traditional methods of allocating data downward.
This means that MicroBuild can identify and describe areas of rapid change in micro-geographies – it is change-aware. The result offers greater levels of precision and geographic representations of residential population density and time-series change patterns (both growth and decline) than are currently available with alternative methodologies.
MicroBuild's methodology is built on Gadberry's 20+ year history of building great data products for Location Intelligence applications.
Describe Change
Understanding Population Changes
- Designed to specifically identify occupied, commercially viable US Households
- 90%+ US Census
Data Assets
Integrated Data Sources
- Assets integrated from data providers representing more than 110 unique sources covering all 50 States
Multi-Source, Multi-Layer Approach
Build the Data Right
- Create a household baseline - using incredibly precise geocoding
- Build household counts - algorithm to calculate data between data sources
- Calculate population - using household counts, use Census data as well as consideration for Group Quarters population
Improve Over Time
Consistently Update and Improve
- New data points added each year
- Address weighted block centroids
- Data build not influenced by the age of the decennial Census
