Data Dictionary
Voter & Consumer Data
i360 fully integrates and continually updates a database that includes more than 190
million active voters and 250 million U.S. consumers — with hundreds of data points on
each. Beyond what you see here, i360 collects extensive political identification and
coalition data, by way of in-person, phone and online surveys as well as through partner
relationships. Through either a subscription or one-time list, i360 clients can leverage all
of this data for any messaging channel.
VOTER INFORMATION AND VOTING HISTORY
Unique ID
State
State in which the individual was imported.
Salutation
Salutation of the individual.
First Name
First Name of the individual.
Middle Name
Middle Name of the individual.
Last Name
Last Name of the individual.
Gender
Gender of the individual.
Date of Birth
Date of Birth.
Year of Birth
Year of Birth.
Month of Birth
Month of Birth.
Day of Birth
Day of Birth.
Age Range
Age Range.
Voter ID of the individual, as provided by the state.
Is Registered
Flag that indicates if the individual is registered or not.
Is New Voter
Individual registered within the last 12 months in a given state and has no vote
history in that state.
Most Recent Registration
Flag that indicates if this is the most recent registration of this individual;
designed for people with multiple registrations.
Voter Registration Date
Date voter registered or changed registration as provided by the state or county.
Registered Political Party
Varies by state.
Registration Active Status
Values: A=Active, I=Inactive, C=Cancelled, D=Deceased
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Voter - Permanent Absentee Flag
Indicates if voter is on permanent absentee voting list.
Vote History Taxonomy General Election
The number of times an individual voted in a general election in the last 4
election cycles, with those election cycles depending on the state.
Vote History Taxonomy Primary Election
The number of times an individual voted in a primary election in the last 4
election cycles, with those election cycles depending on the state.
Primary Ballot Indicator Field
Values: 0 = No Primary Activity, 1 = Only Voted GOP Ballots, 2 = Voted
Majority of GOP Ballots, 3 = Voted Equal Number of Dem & GOP Ballots,
4 = Voted Majority Dem Ballots, 5 = Only Voted Dem Ballots
2000 - 2016 General &
Primary Vote History
Values: 0 = Did Not Vote (if known), 1 = Voted (general and closed/non-partisan
primary), 2 = Voted by Absentee/Mail (if known- general and closed/non-partisan
primary), 3 = Republican Ballot (if known- open primary only), 4 = Republican
Absentee/Mail Ballot (if known- open primary only), 5 = Democrat Ballot (if
known- open primary only), 6 = Democrat Absentee/Mail Ballot (if known- open
primary only), 7 = Voted Early (general and closed/non-partisan primary), 8 =
Republican Early Ballot (if known- open primary only), 9 = Democrat Early Ballot
(if known- open primary only)
HOUSEHOLD INFORMATION
Next Household Member
First Name
First name of the household member in the mailing household of the UID.
Next Household Member
Middle Name
Middle name of the household member in the mailing household of the UID.
Next Household Member
Last Name
Last name of the household member in the mailing household of the UID.
Household Member Rank Rank of the UID in this household compared to this household member.
Residence Household ID
i360 Household ID based on residence address.
Number in Residence Household
Number of individuals in the residence household.
Mailing Address Household ID
i360 Household ID based on mailing address.
Number in Mailing Household
Number of individuals in the mailing household.
Phone Number
Stores the best phone number available for an individual; could be a landline
or a cellphone.
Phone Number Source
Source of the phone number.
Phone Line Type
Type of Phone Line.
Cell Phone Number
Stores the best cell phone number available for an individual.
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DEMOGRAPHICS
Number of Children
Indicates the number of household members determined to be children. Not
the same as number of children names.
Female Occupation Code
Indicates occupation of a female present in the household. Information is gathered
via survey and public records.
Grandparent in Household
Indicates grandparent or grandchildren present in the household.
Information is gathered via survey response or inferred data (i.e. a three
generational household).
Male Occupation Code
Indicates occupation of a male present in the household. Information is gathered
via survey and public records.
Selected Member Marital
Status Code
Marital status of individual household member. Information is gathered from
reported sources and consumer modeling.
Selected Member Work
at Home Indicator
Indicates an individual in the household works at home.
POLITICAL GEOGRAPHY
County Census
County that the individual resides in.
County Name
County name for the county that the individual resides in.
2010 Congressional District
2010 Congressional District that the individual resides in.
2010 State Senate District
2010 Senate District that the individual resides in.
2010 State Legislative District
2010 Legislative District that the individual resides in.
2010 Judicial District
2010 Judicial District that the individual resides in.
2010 Congressional District Geocoded
i360 estimated Congressional District that the individual resides in.
2010 State Senate District Geocoded
i360 estimated Senate District that the individual resides in.
2010 State House District Geocoded
i360 estimated Legislative District that the individual resides in.
2000 Congressional District
2000 Congressional District that the individual resides in.
2000 State Legislative District
2000 Senate District that the individual resides in.
2000 State Senate District
2000 Legislative District that the individual resides in.
Municipality/Town Code
Municipality/town code of the state that the individual resides in.
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Municipality/Town Name
Municipality/town name of the state that the individual resides in.
Township
In states west of the Appalachians, townships operate municipal corporations
created by the Public Land Survey System. They are analogous to towns in New
England, New Jersey, and Pennsylvania.
Ward Number
Ward of the state that the individual resides in.
Precinct Number
Precinct number of the state that the individual resides in.
Precinct Number Split
Split precinct code when precincts are split by political geography.
Precinct Subdivision
Code/Ballot Box
Precinct subdivision code/ballot box of the state that the individual resides in.
Precinct Name
Precinct name of the state that the individual resides in.
Vintage
CD, SD and LD Values before or after redistricting.
Registration Geography
Geography for the individual: for voters, the registration address is used;
for non-voters their mailing address is used.
Registration Geometry Geometry for the individual: for voters, the registration address is used; for
non-voters their mailing address is used.
Address Different
Registration address is different than the mailing address.
Registration Location ID
Location ID for the registration address of the individual; The default Value is 0
for individuals that do not have a registration address.
Registration Address Line 1
Address line 1 for the registration address of the individual.
Registration Address Line 2
Address line 2 for the registration address of the individual.
Registration Address City
City for the registration address of the individual.
Registration Address State
State for the registration address of the individual.
Registration Address Zip5
Zip5 for the registration address of the individual.
Registration Address Zip4
Zip4 for the registration address of the individual.
Registration Address FIPS code
Census FIPS code for the registration address of the individual (obtained via
Registration Address County
County name for the registration address of the individual.
Registration Address House
Number
House number for the registration address of the individual.
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Registration Address House
Example: “123 1/2 Main Street”, would hold a Value of “1/2”.
Registration Address Direction
Before Street Name
Direction prior to the street name for the registration address of the individual.
Registration Address Street Name
Street name for the registration address of the individual.
Registration Address Direction
After Street Name
Direction after the street name for the registration address of the individual.
Registration Address Street Type
Street type for the registration address of the individual.
Example: Street, Boulevard
Registration Address Building Type
Building type for the registration address of the individual.
Registration Address Building
Number
Building number for the registration address of the individual.
Registration Address House
Number Odd/Even
House number is odd or even; Used during generation of Walk Lists to indicate
the side of the street for the address’s physical location.
Registration Address Delivery
Point Code
Delivery Point Code (DPC) for the registration address of the individual. The
DPC code consists of the ZIP + 4 plus the last two digits of the primary address
Registration Address Delivery
Point Check Device
Registration Address USPS
Carrier Route
Delivery Point Check Device (DPCD) for the registration address of the individual.
It is an optional check digit if provided by the vendor supplying the address data.
The delivery point check digit (or correction character) is a number that is added
to the sum of the other digits in the delivery point barcode (DPBC) to yield a
number that is a multiple of ten.
USPS carrier route code for the registration address of the individual; A postal
carrier route is the group of addresses to which the USPS assigns the same code
to aid in mail delivery. The USPS code consists of 9 digits: 5 numbers for the ZIP
Code, one letter for the carrier route type, and 3 numbers for the carrier route
Values. Values: C = Carrier Delivery, R = Rural route, B = PO Box, H = Highway,
Blank = Unassigned or N/A.
Registration Address
Enhanced Line of Travel
Enhanced Line of Travel was developed by the USPS to give mailers the ability
to sort their mailings in approximate carrier-casing sequence. MLOT provides
add-on range within the carrier route, and the ascending/descending code that
indicates the approximate delivery order within the sequence number.
Registration Address Block Group,
Census 2010
A cluster of 2010 census blocks, designated as the leftmost 12 characters of a
census block; It is the smallest geography that can be used for census ACS data
from 2010 to 2019.
Registration Address FIPS code,
Census 2010
A legal division used in all states except AK (which uses boroughs), designated
by a FIPS (Federal Information Processing Series) code, and as the left most 5
characters of a census block.
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Registration Address Tract,
Census 2010
A census geography between county and block group in hierarchy; Designated
as the leftmost 11 characters of a census block from 2010 to 2019.
Registration Address VTD,
Census 2010
A generic name used by the census for precincts, wards, and election districts,
drawn to represent those geographies during the 2008 general election.
Registration Address Census Tract
and Block Group
number within the tract.
MAILING ADDRESS INFORMATION
Mailing Address Location ID
Location ID for the mailing address of the individual; The default Value is 0 for
individuals that do not have a mailing address.
Mailing Address Line 1
Address line 1 for the mailing address.
Mailing Address Line 2
Address line 2 for the mailing address.
Mailing Address City
City for the mailing address.
Mailing Address State
State for the mailing address.
Mailing Address Zip5
Zip5 for the mailing address.
Mailing Address Zip4
Zip4 for the mailing address.
Mailing Address FIPS
Census FIPS code for the mailing address of the individual; It is obtained via
Mailing Address County
County name for the mailing address of the individual.
Mailing Address House Number
House number for the mailing address of the individual.
Mailing Address House
Example: “123 1/2 Main Street”, would hold a Value of “1/2”
Mailing Address Direction Before
Street Name
Direction prior to the street name for the mailing address of the individual.
Mailing Address Street Name
Street name for the mailing address of the individual.
Mailing Address Direction After
Street Name
Direction after to the street name for the mailing address of the individual.
Mailing Address Street Type
Street type for the mailing address of the individual.
Example: Street, Boulevard
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Mailing Address Building Type
Building type for the mailing address of the individual.
Mailing Address Building Number
Building number for the mailing address of the individual.
Mailing Address House Number
Odd/Even
House number is Odd or Even; Used during generation of walk lists to indicate
the side of the street of the address physical location.
Mailing Address Delivery
Point Code
Delivery Point Code (DPC) for the mailing address of the individual; The DPC
code consists of the ZIP + 4 plus the last two digits of the primary address
Mailing Address Undeliverable
Indication that mail cannot be delivered to this mailing address.
Mailing Address Minor
Civil Divisions
Minor Civil Divisions are recognized in 29 states and represent various
entities such as towns, townships, boroughs, commissioner districts,
magisterial districts, etc.
Mailing Address CASS
for assigned records only. Values: F= Firm, G= General Delivery, H= High-Rise,
P= PO Box, R= Rural Route or Highway, S= Street
Mailing Address NCOA
National Change of Address (NCOA )Move Codes. Values: M= Moved,
G= Box Closed, K= Moved No Forward Address, F= Moved Foreign Country
Mailing Address NCOA Type
NCOA Match Type. Values: I= Individual Match, F= Family Match,
B= Business Name
Mailing Address NCOA Date
NCOA Date of Move “YYYYMM”.
Teleatlas Latitude
The latitude value provided by Teleatlas geocoding; It stores the latitude
corresponding to the registration address for voters and mailing address for
non-voters.
Teleatlas Longitude
The longitude value provided by Teleatlas geocoding It stores the longitude
corresponding to the registration address for voters and mailing address for
non-voters.
Teleatlas Latitude/Longitude
Match Level
The level of latitude/longitude match of address provided by a geodata source
(registration address is used for voters and mailing address is used for non-voters).
Navtech Latitude
The latitude value provided by Navtech Street geocoding; It stores the latitude
corresponding to the registration address for voters and mailing address for
non-voters.
Navtech Longitude
The longitude value provided by Navtech Street geocoding; It stores the
longitude corresponding to the registration address for voters and mailing
address for non-voters.
Navtech Latitude/Longitude Match
Level
The level of latitude/longitude match of address provided by a geodata source
(registration address is used for voters and mailing address is used for non-voters).
Navtech Parcel Latitude
The latitude value provided by Navtech Parcel geocoding; it stores the latitude
corresponding to the Registration address for voters and Mailing address for
non-voters.
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Navtech Parcel Longitude
The longitude value provided by Navtech Parcel geocoding; It stores the longitude corresponding to the registration address for voters and mailing address for
non-voters.
Navtech Parcel Latitude/Longitude
Match Level
Level of latitude/longitude match of address provided by a geodata source.
Registration address is used for voters and mailing address is used for non-voters.
HOME INFORMATION
Actual Home Value
Estimated home value based on a complex set of business rules involving the
use of regression models, public record and self-reported data, as well as
Census 2010 data.
Home Arrival Year
Used to derive Length of Residence.
Home Financing Type
consumer modeled or tax assessor / deed data.
Age of Home
Calculation based on year dwelling built. Information is gathered via public tax,
Census 2010 and deed data.
Home Size
Square footage of dwelling (no implied decimal). Blank if not available.
Home Location Type Code
Indicates the type of structure associated with address.
Lot Size
Number of acres (nnnnn) associated with property address. Information
is gathered from tax assessor data.
Household Member Count
Number of individuals in the household.
Mortgage Present
Indicates household member is associated with the property/mortgage data
present elsewhere in the record.
Likelihood Home is Owned or
Rented
Score indicating likelihood that the household owns their home or is renting.
Number of Rooms at Location
Number of rooms in dwelling unit. Information is gathered from tax
assessor data.
Sale Date
Date of property sale (mm/dd/yyyy). Note: Presence of a date does not
indicate new home owner. Information is gathered via tax or deed data.
Year Home Built
Year (yyyy) dwelling built. If reported data is not available, Census median
year built is used (inferred). Information is gathered from tax and deed data
or Census 2010.
Years in Residence at Location
The difference (in months) between arrival date and current (system) date,
converted to number of years.
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LIFESTYLE
Interest in Boating and/or Sailing
Interest in Books or Recorded
Music
Indicates someone in the household has an interest in boating / sailing.
Information is gathered via survey response or reported boat license.
Indicates someone in the household has either purchased books, records, video
tapes and/or CDs via mail or is interested in reading, viewing, and/or listening to
technology and self-improvement. Information is gathered via survey response.
Interest in Camping
Indicates someone in the household is interested in camping. Information is
gathered via survey response.
Interest in Cars / Automotive
Enthusiast
Indicates someone in the household is interested in cars.
Information is gathered via survey response.
Interest in Children’s Products
Indicates someone in the household has purchased children’s items such as
clothes, books, toys, etc. via mail. Focus on children under age 14.
Information is gathered via survey response.
Interest in Collectibles
Indicates someone in household has either purchased collectibles via mail or has
indicated an interest in collectibles. Information is gathered via survey response.
Computer Owner
Indicates personal computer in the household. Information is gathered via
survey response.
Interest in Cooking
Indicates someone in the household is interested in cooking. Information is
gathered via survey information.
Interest in Crafts, Sewing,
or Needlework
Indicates someone in the household has purchased handicraft/hobby items via
mail and/or has an interest in handicrafts, sewing, and/or needlework.
Information is gathered via survey response.
Interest in Housekeeping/Kitchen/
Decorating
Indicates someone in the household has purchased kitchen/home decorating
products via mail. Information is gathered via survey response.
Interest in Diet/Weight Loss
Indicates someone in the household has an interest in diet weight loss.
Information is gathered via survey response.
Dog Owner
Indicates someone in the household acknowledged ownership of one or more
dogs. Set during enrichment; never reset as long as the household remains in the
database at this address. Information is gathered via survey response.
Interest in Home Workshop/
Do-It-Yourself
Indicates someone in the household has a home workshop or is interested in
“Do It Yourself” projects. Information is gathered via survey response.
Interest in Consumer Electronics
Indicates someone in the household has purchased electronic products via mail
- includes 35mm cameras, VCRs, stereo equipment, video cameras, etc. Average
expenditure exceeds $300. Information is gathered via survey response.
Interest in Fishing
Interest in Fitness/Sports/
Health/Diet
VOTER & CONSUMER DATA
gathered via survey response.
Indicates someone in the household has purchased health and sports related
products via mail (bicycles, treadmills, specialty exercise equipment, etc.) and/
or engages in physical activity (walking, running, cycling, skiing, tennis), and/or
consumes health foods/vitamins, and/or is dieting. Information is gathered via
survey response.
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Interest in Food & Wine
Indicates someone in the household has purchased food and wine via mail (fruit,
cakes, meats, cheeses, wine, etc.) and/or has expressed an interest in gourmet
foods and wine. Information is gathered via survey response.
Interest in Foreign Travel
Indicates someone in the household has an interest in foreign travel.
Interest in Sweepstakes, Gambling
Interest in Gardening
Indicates someone in the household responded to mail offers, including sweepopportunities, etc. Information is gathered via survey response.
Indicates someone in household has purchased garden/landscape products
Information is gathered via survey response.
Interest in Golf
Indicates someone in the household is interested in golf.
Information is gathered via survey, subscription, or reported information.
Interest in Hunting
Indicates someone in the household is interested in hunting. Information is
gathered via survey response.
Early Internet Adopter Model
A regression technique is used to predict the likelihood that the household uses
the internet.
Investments Other Than
Stocks & Bonds
Indicates evidence of investments other than stocks/bonds i.e. annuities, tax free
instruments, mutual funds, real estate, IRAs, CDs, estate planning or interest in
same. Information is gathered via survey response.
Fashion and Jewelry Interest
Indicates someone in the household has either purchased jewelry/fashion apparel
via mail or is interested in fashion apparel.
Magazine Subscriber
Indicates someone in the household subscribes to one or more magazines/periodicals (typically house/home and general interest publications).
Information is gathered via survey response or 3rd party vendor.
Magazine Subscriber, Survey,
Sweepstakes
Indicates someone in the household subscribed to one or more magazines or
publications, responded to a survey, or entered a sweepstakes within the past 2
years. Information is gathered via survey, subscription, or reported information.
Mail Order Buyer
Indicates someone in the household made a purchase via mail within the past 4
years. Information is gathered via survey, subscription, or reported information.
Mail Responsive Currently
Indicates someone in the household subscribed to one or more magazines or
publications, responded to a survey, or entered a sweepstakes within the past 2
years. Information is gathered via survey, subscription, or reported information.
Interest in Outdoors Recreation
Indicates someone in the household has purchased health and sports related
products via mail (bicycles, specialty exercise equipment, etc.) and/or engages
nd/or has an
interest in wildlife. Information is gathered via survey response.
Pet Owner
Indicates someone in household is a pet owner. Set during enrichment; never
reset as long as the household remains in the database at this address.
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Interest in Photography/
Videography
Indicates someone in the household has either acknowledged owning a camera
and/or has indicated photography is a hobby or area of interest.
Information is gathered via survey response.
Interest in Stocks/Bonds
Investments
Indicates someone in the household has investments and/or interested in
investments - includes stocks/bonds, tax free instruments, mutual funds, IRAs
and CDs. Information is gathered via survey response.
Interest in Travel, Arts,
Entertainment
Veteran in Household
Indicates someone in the household is interested in travel and entertainment
auto clubs, art events, and the performing arts. Information is gathered via
survey, subscription, or reported information.
Indicates someone in the household is a military service veteran.
Information is gathered via survey response.
CONSUMER BEHAVIOR
Ethnic Product African American
Interest in African American ethnic products. Data sourced from product
purchases, subscriptions and surveys. Score indicates the strength of interest.
Apparel Accessory
Interest in accessories. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Apparel
Interest in all Apparel Categories - includes accessories, kids, men’s, men’s
fashion, women’s, women’s fashions. Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
Apparel Kids
Interest in children’s apparel. Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
Apparel Men
Interest in men’s apparel. Data sourced from product purchases, subscriptions
and surveys. Score indicates the strength of interest.
Apparel Women
Interest in women’s apparel. Data sourced from product purchases, subscriptions
and surveys. Score indicates the strength of interest.
Culture Arts
Interest in culture/arts i.e., antiques, operas and events. Data sourced from product
purchases, subscriptions and surveys. Score indicates the strength of interest.
Ethnic Product Asian
Interest in Asian ethnic products. Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
Auto
Interest in all automotive categories - trucks, racing, etc. Data sourced from product
purchases, subscriptions and surveys. Score indicates the strength of interest.
Aviation
Interest in anything to do with real aviation - not model planes. Data sourced
from product purchases, subscriptions and surveys. Score indicates the strength
of interest.
Bargains
Interest in discount shopping, uses coupons. Data sourced from product
purchases, subscriptions and surveys. Score indicates the strength of interest.
Sports Baseball
Interest in baseball. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
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Sports Basketball
Interest in basketball. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Beauty
Interest in beauty and cosmetic products. Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
Bible
Interest in Bible/devotional. Data sourced from product purchases, subscriptions
and surveys. Score indicates the strength of interest.
Birds
Interest in bird watching (not pet related). Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
Outdoors Boating Sailing
Interest in boating and sailing. Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
Publish Books
Interest in buying published books. Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
Business
Data sourced from product purchases, subscriptions and surveys. Score indicates
the strength of interest.
Buy Internet
Interest in internet buying (purchases on the internet). Data sourced from product
purchases, subscriptions and surveys. Score indicates the strength of interest.
Outdoors Camp
Interest in camping and hiking. Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
Catalog
Interest in catalogs and purchases. Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
Pet Cats
Interest in cats. Data sourced from product purchases, subscriptions and surveys.
Score indicates the strength of interest.
Collectibles
Interest in collectibles. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
College
related items). Data sourced from product purchases, subscriptions and surveys.
Score indicates the strength of interest.
Computers
Interest in computers. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Cooking
Interest in cooking. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Crafts
Interest in all craft categories - includes crochet, knit, needlepoint, quilt, sewing.
Data sourced from product purchases, subscriptions and surveys. Score indicates
the strength of interest.
Crafts Crochet
Interest in crochet. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
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Travel Cruise
Interest in travel cruises. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Current Events
Interest in purchasing current events magazines. Data sourced from product
purchases, subscriptions and surveys. Score indicates the strength of interest.
Health Diet
Interest in diet (losing weight). Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
Pets Dogs
Interest in dogs. Data sourced from product purchases, subscriptions and surveys.
Score indicates the strength of interest.
Ego
Interest in personalized products, including monograms. Data sourced from
product purchases, subscriptions and surveys. Score indicates the strength
of interest.
Electronics
Interest in non audio/visual electronics, including plug-in electronics.
Data sourced from product purchases, subscriptions and surveys. Score
indicates the strength of interest.
Family
Interest in family/child oriented magazines, products etc. Data sourced
from product purchases, subscriptions and surveys. Score indicates the
strength of interest.
Publish Fiction
and surveys. Score indicates the strength of interest.
Outdoors Fishing
surveys. Score indicates the strength of interest.
Health Fitness
subscriptions and surveys. Score indicates the strength of interest.
Sports Football
Interest in football. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Foreign Travel
Interest in foreign cruises. Data sourced from product purchases, subscriptions
and surveys. Score indicates the strength of interest.
Gambling
Interest in casinos (excludes sweepstakes). Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
Games
Interest in games. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Gardening
subscriptions and surveys. Score indicates the strength of interest.
Gift Giver
Interest in sending gifts from catalogs and/or sends magazine subscriptions as
a gift (excludes donors to charitable organizations). Data sourced from product
purchases, subscriptions and surveys. Score indicates the strength of interest.
Sports Golf
Interest in golf. Data sourced from product purchases, subscriptions and surveys.
Score indicates the strength of interest.
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Cooking Gourmet
Interest in gourmet foods. Data sourced from product purchases, subscriptions
and surveys. Score indicates the strength of interest.
Health
purchases, subscriptions and surveys. Score indicates the strength of interest.
High Tech
Interest in cutting edge and new gadgets (early adopters of new gadgets). Data
sourced from product purchases, subscriptions and surveys. Score indicates the
strength of interest.
Ethnic Products Hispanic
Interest in Hispanic ethnic products. Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
History American
Interest in American history. Data sourced from product purchases, subscriptions
and surveys. Score indicates the strength of interest.
History
Interest in history. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Hobbies
Interest in general hobbies (excludes crafts or collectibles). Data sourced
from product purchases, subscriptions and surveys. Score indicates the
strength of interest.
Sports Hockey
Interest in hockey. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Home Decorating
Interest in home decorating/furnishings. Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
subscriptions and surveys. Score indicates the strength of interest.
Equestrian
Interest in horses. Data sourced from product purchases, subscriptions and surveys.
Score indicates the strength of interest.
Humor
Interest in humor/comics. Data sourced from product purchases, subscriptions
and surveys. Score indicates the strength of interest.
Outdoors Hunting
Interest in hunting. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Inspiration
Interest in inspirational, motivational, self help products and magazines. Data
sourced from product purchases, subscriptions and surveys. Score indicates the
strength of interest.
Internet Access
Interest in internet access. Data sourced from product purchases, subscriptions
and surveys. Score indicates the strength of interest.
Internet
Interest in internet - includes access and buyers. Data sourced from product
purchases, subscriptions and surveys. Score indicates the strength of interest.
VOTER & CONSUMER DATA
i360 DATA DICTIONARY | 15
Crafts Knit
Interest in knitting. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Publish Magazines
Interest in magazines. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Apparel Men Fashions
Interest in men's fashions. Data sourced from product purchases, subscriptions
and surveys. Score indicates the strength of interest.
High Ticket Mail Order Buyer
Indicates someone in the household has purchased a high ticket product via
mail (average price of $100). This would include artifacts and antiques.
TV Movies
Interest in entertainment, movies, etc. Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
Motorcycles
Interest in motorcycles. Data sourced from product purchases, subscriptions
and surveys. Score indicates the strength of interest.
Music
Interest in audio and music. Data sourced from product purchases, subscriptions
and surveys. Score indicates the strength of interest.
Crafts Needlepoint
Interest in needlepoint. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
and surveys. Score indicates the strength of interest.
Ocean
Outdoors
Interest in the coast - Including magazines and products (lighthouses on checks
etc.). Data sourced from product purchases, subscriptions and surveys. Score
indicates the strength of interest.
Interest in the outdoors - includes boating & sailing, camping, hunting, hiking, &
indicates the strength of interest.
Pets
Interest in pets. Data sourced from product purchases, subscriptions and surveys.
Score indicates the strength of interest.
Photography
Interest in photography - includes photo processing. Data sourced from product
purchases, subscriptions and surveys. Score indicates the strength of interest.
Photo Processing
Interest in photo processing. Data sourced from product purchases, subscriptions
and surveys. Score indicates the strength of interest.
Publish
Interest in publications - includes books and magazines. Data sourced from product
purchases, subscriptions and surveys. Score indicates the strength of interest.
Crafts Quilt
Interest in quilting. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Auto Racing
Interest in auto racing. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
VOTER & CONSUMER DATA
i360 DATA DICTIONARY | 16
Rural
Interest in farming. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Science
Interest in science, includes physics, etc. Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
Publish Science Fiction
subscriptions and surveys. Score indicates the strength of interest.
Seniors
Interest in buying non-age related senior products. Data sourced from product
purchases, subscriptions and surveys. Score indicates the strength of interest.
Crafts Sew
Interest in sewing. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Sports Ski
Interest in skiing. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Sports Soccer
Interest in soccer. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Sports
Interest in sports - includes baseball, basketball, football, golf, hockey, soccer,
tennis, etc. Data sourced from product purchases, subscriptions and surveys.
Score indicates the strength of interest.
Collectibles Stamps Coins
Interest in collecting stamps and/or coins. Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
Ocean
Interest in the coast - Including magazines and products (lighthouses on checks
etc.). Data sourced from product purchases, subscriptions and surveys. Score
indicates the strength of interest.
Stationery
Interest in writing, stationery and related products. Data sourced from product
purchases, subscriptions and surveys. Score indicates the strength of interest.
Finance Stocks and Bonds
mutual funds, IRAs, CDs, etc. Data sourced from product purchases, subscriptions
and surveys. Score indicates the strength of interest.
Sweeps
Interest in sweepstakes offers. Data sourced from product purchases, subscriptions
and surveys. Score indicates the strength of interest.
Sports Tennis
Interest in tennis. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest. .
Tobacco
Interest in tobacco products. Data sourced from product purchases, subscriptions
and surveys. Score indicates the strength of interest.
Travel
Interest in any kind of travel - includes cruises, RV, US. Data sourced from product
purchases, subscriptions and surveys. Score indicates the strength of interest.
Travel RV
Interest in recreational vehicles travel. Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
VOTER & CONSUMER DATA
i360 DATA DICTIONARY | 17
Travel US
Interest in travel in the United States. Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
Auto Trucks
Interest in trucks. Data sourced from product purchases, subscriptions and
surveys. Score indicates the strength of interest.
Apparel Women Fashions
Interest in women’s fashions. Data sourced from product purchases, subscriptions
and surveys. Score indicates the strength of interest.
Do It Yourself
Interest in do-it-yourself projects. Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
Sports Ski
Interest in skiing. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.
Interest in Travel, Arts,
Entertainment
Indicates someone in the household is interested in travel and entertainment
auto clubs, art events, and the performing arts. Information is gathered via
survey, subscription, or reported information.
Catalog
Interest in catalogs and purchases. Data sourced from product purchases,
subscriptions and surveys. Score indicates the strength of interest.
Gift Giver
Interest in sending gifts from catalogs and/or sends magazine subscriptions as
a gift (excludes donors to charitable organizations). Data sourced from product
purchases, subscriptions and surveys. Score indicates the strength of interest.
VOTER & CONSUMER DATA
i360 DATA DICTIONARY | 18