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FieldDescriptionDetailed Description
GENDERGender Code: M - Male F - FemaleThe gender of an individual is typically gathered from self-reported or public information sources, or can be assigned based on the individuals name and/or title. In cases where the individual’s first name and title are unknown/ambiguous and no additional sources reflect gender, the gender will be coded as NULL
AGEEstimated Age: 18-99Adult Estimated Age is calculated from date of birth data. Age data is applied at the individual level and is compiled from a variety of sources that may include public data, buying activities, and self-reported information. This is a calculation of age based on the individual’s year of birth. The calculation is current year minus the YOB.
DOBDate of Birth: 6-digit DOB (YYYYMM) or 4-digit DOB (YYYY)The known month and Year of birth of the individual and date where availabe; in some cases where the birth month is unknown, this field value may contain only the 4 digit birth year. The Adult Date of Birth select will identify members of the household that meet the given birth date criteria. Dates must be entered for the birth month and year. Age data is applied at the individual level and is compiled from a variety of sources that may include public data, buying activities, and self-reported information. Exact age data is considered sensitive in nature and may require contractual restrictions.
MARRIEDCDMarital Status Code: M - Married S - SingleThe Marital Status select indicates if member of the household is likely to be married or single. Data is applied at the individual level when available.
SGLPARENTModeled select based on presence of children and married selection: Y - Single ParentPotentially single parent determined by model of known demographic information. The Single Parent Household select is used to identify households with a potentially single parent present. Data is applied at the individual level and is sourced from self-reported survey data.
HHNBRNumber of adult individuals in householdTotal number of adult individuals in a given household
SPANISHSPCDY - Speaks Spanish at HomeIndicates an individual who has reported speaking Spanish in their home. Data is applied at the individual level and is sourced from self-reported survey and modeled data.
CREDITCARDKnown use of Credit Card for purchases: Y - Credit CardIndicator that an individual has used a credit card for purchases of goods and services
EDUCATIONCDEducation Attainment Code: A - Completed High School B - Completed College C - Completed Graduate School D - Attended Vocational/Technical E - Some High School F - Some CollegeEducation is defined as the level of education completed by the consumer. This is a probabilistic attribute based on self-reported information and surveys.
CHILDY - Presence of ChildrenThe presence of children, children’s age ranges and number of children selections reflects the probable presence of children under age 18 in a given household. Information is sourced from children’s age and gender data which is gathered from a variety of sources that includes public records where they may be available, survey data as well as modeled Census based information.
CHILDAGECD_6Presence of Children under 6The presence of children, children’s age ranges and number of children selections reflects the probable presence of children under age 18 in a given household. Information is sourced from children’s age and gender data which is gathered from a variety of sources that includes public records where they may be available, survey data as well as modeled Census based information.
CHILDAGECD_6_10Presence of Children Aged 6 - 10The presence of children, children’s age ranges and number of children selections reflects the probable presence of children under age 18 in a given household. Information is sourced from children’s age and gender data which is gathered from a variety of sources that includes public records where they may be available, survey data as well as modeled Census based information.
CHILDAGECD_11_15Presence of Children Aged 11 - 15The presence of children, children’s age ranges and number of children selections reflects the probable presence of children under age 18 in a given household. Information is sourced from children’s age and gender data which is gathered from a variety of sources that includes public records where they may be available, survey data as well as modeled Census based information.
CHILDAGECD_16_17Presence of Children Aged 16 - 17The presence of children, children’s age ranges and number of children selections reflects the probable presence of children under age 18 in a given household. Information is sourced from children’s age and gender data which is gathered from a variety of sources that includes public records where they may be available, survey data as well as modeled Census based information.
CHILDNBRCDNumber of Children Code: A - No Children B - Less Than 3 C - 3 - 5 D - 6+The presence of children, children’s age ranges and number of children selections reflects the probable presence of children under age 18 in a given household. Information is sourced from children’s age and gender data which is gathered from a variety of sources that includes public records where they may be available, survey data as well as modeled Census based information.
MS_ACCESSORYAccessoryIncludes shoes, purses, belts, etc.
MS_APPARELApparelIncludes the purchase of clothing. MS_ACCESSORY, MS_KIDAPP, MS_MENAPP, and MS_WOMAPP are included in the overall MS_APPAREL variable.
MS_AUDIOAudioIncludes purchases related to audio equipment.
MS_AUTOAutomotiveIncludes purchases related to Cars/Trucks
MS_AVIATIONAviationIncludes purchases of aviation related items.
MS_BARGAINSBargain SeekersIncludes purchases of low-cost or on-sale products from catalogs, retail and websites
MS_BOATSAILBoating/SailingIncludes boating, sailing, canoeing, kayaking, water skiing, rafting, etc
MS_BOOKSBooksNumber of distinct book company participants.
MS_BUSINESSBusinessIncludes business news, and/or products usually associated with running a business or a career or operating an office
MS_CAMPCampingIncludes camping and hiking
MS_CATALOGCatalogNumber of different catalogs ordered from.
MS_COLLECTIBLESCollectiblesIncludes dolls, coins, stamps, stuffed animals, plates, memorabilia, etc.
MS_COMPUTERSComputersIncludes Computers, software and computer accessories
MS_COOKINGCookingIncludes recipes, cooking utensils and food products
MS_BEAUTYCosmetics/Beauty ProductsIncludes purchases of Beauty & Cosmetic items
MS_CRAFTSCraftsIncludes crochet, sewing, knitting, needlepoint, quilting, jewelry, ceramics, painting, etc.
MS_CULTUREARTSCulture ArtsIncludes art, antiques, opera, museums, the theatre, etc.
MS_CURREVENTCurrent EventsIncludes periodicals, news magazines, websites & blogs
MS_DIYDo It YourselfIncludes home improvements and construction, wood working, auto repair, etc.
MS_ELECTRONICSElectronicsIncludes home and auto stereos, video equipment, etc. Does not include computers.
MS_EQUESTRIANEquestrianIncludes purchases related to horses/horse riding
MS_FAMILYFamilyIncludes products designed for families with children.
MS_FICTIONFictionInclude books & magazines of fiction
MS_FISHINGFishingInclude fishing paraphenalia as well as books & publications related to fishings
MS_FITNESSFitnessIncludes purchases of fitness equipment, clothing, accessories as well as subscribers to publications and books. *As of the April 25, 2025 release values for the states of NV and WA will display as 0 values. VMS took this approach rooted in the expectation that the interpretation of ‘Sensitive Personal Information’ (SPI) by these states’ State Privacy laws and ‘Health-related data’ regulations will continue to evolve and broaden over time.
MS_FOODFood And DrinkIncludes purchases of any food item
MS_FUNDRAISINGFundraisingNumber of different charitable organizations to which a donation was made.
MS_GAMESGamesIncludes computer games, traditional board games, puzzles, etc.
MS_GARDENGardeningIncludes purchases of gardening products, plants, seeds, books etc. Also includes subscribers to gardening publications
MS_MERCHANDISEGeneral MerchandiseIncludes catalog items not classified under any other affinity.
MS_GIFTGIVRGift GiverNumber of orders that were given as gifts.
MS_GIFTEEGifteeNumber of orders that were received as gifts.
MS_GIFTSGiftsIncludes products usually given as gifts.
MS_GOURMETGourmetIncludes upscale products, and fine foods, wines, and other expensive items.
MS_HEALTHHealthMS_FITNESS is included in MS_HEALTH. Also includes health related items which are not fitness. *As of the April 25, 2025 release values for the states of NV and WA will display as 0 values. VMS took this approach rooted in the expectation that the interpretation of ‘Sensitive Personal Information’ (SPI) by these states’ State Privacy laws and ‘Health-related data’ regulations will continue to evolve and broaden over time.
MS_HISTORYHistoryIncludes purchases of books/publications related to history
MS_HOLIDAYHolidayIncludes items related to the holidays, usually Christmas.
MS_HOMEDECRHome Decorating/FurnishingsIncludes furniture as well as other home décor items such as rugs, vases, pictures etc.
MS_HOMELIVHome LivingMS_CAT_HOMELIV, MS_PUB_HOMELIV, MS_HOMEDECR, MS_PUB_HOMEDECR, MS_CAT_HOMEDECR, MS_CAT_GARDEN, MS_COOKING, MS_PUB_COOKING, MS_GARDEN, MS_PUB_GARDEN, and MS_HOUSEWARES
MS_HOUSEWARESHousewaresIncludes housewares excluding large appliance purchases
MS_HUMORHumor/ComicsIncludes comic books and strips, cartoons, comedies, etc.
MS_HUNTINGHuntingIncludes purchases of all types of hunting related items (including rifles, bows etc) as well as subscribers to hunting publications
MS_INSPIRATIONInspirationIncludes non-religious products, such as new age products, astrology, etc.
MS_KIDAPPKids ApparelIncludes all types of children’s apparel
MS_MAGSMagazinesNumber of distinct participating magazine titles.
MS_MENAPPMen’s ApparelIncludes all types of men’s apparel
MS_MOTORCYCLESMotorcyclesIncludes all types of motorcycles/motorcycle related products and subscriptions to motorcycle publications
MS_MUSICMusicIncludes music, music playing equipment, and musical instruments.
MS_MONEYMAKINGOp SeekersIncludes moneymaking opportunities, usually of the get-rich-quick nature.
MS_OUTDOORSOutdoorsMS_BOATSAIL, MS_CAMP, MS_FISHING, and MS_HUNTING are included in MS_OUTDOORS.
MS_PFINPersonal FinanceIncludes all types of personal finance (including magazines)
MS_PETSPetsIncludes purchase of all types of pet products including cats and dogs
MS_PHOTOPROCPhoto ProcessingIncludes companies that offer film processed via the mail or the Internet.
MS_PHOTOPhotographyIncludes products/magazines related to photography
MS_PUBLISHPublishNumber of distinct publishing participants, counting individual magazines and book companies
MS_PUB_COOKINGPublish CookingIncludes all types of cooking publications & books
MS_PUB_FAMILYPublish FamilyIncludes all types of family/children publications & books
MS_PUB_GARDENPublish GardeningIncludes all types of gardening publications & books
MS_PUB_GIFTGIVRPublish Gift GiverIndicates number of magazine subscriptions given as a gift
MS_PUB_GIFTEEPublish GifteeIndicates number of magazine subscriptions or book orders received as a Gift.
MS_PUB_HOMEDECRPublish Home Decorating/FurnishingsIncludes all types of publications & books related to home décor and furninishings
MS_PUB_HOMELIVPublish Home LivingIncludes all types of publications & books related to home living
MS_PUB_OUTDOORSPublish OutdoorsIncludes all types of publications & books related to outdoors (includes hunting, fishing, camping, hiking, some watersports)
MS_SCIENCEScienceIncludes products, magazines & books related to science
MS_SPORTSSportsIncludes products, magazines & books related to sports
MS_TRAVELTravelIncludes products, magazines & books related traveling & vacations
MS_TVMOVIESTv/Movies/VideoIncludes purchases of videos, subscribers to streaming services as well as magazine subscribers
MS_WILDLIFEWildlife/EnvironmentIncludes purchasers of products related to Wildlife and the environment as well as donors & magazine subscribers
MS_WOMANWomanIncludes generic women’s publications.
MS_WOMAPPWomen’s ApparelIncludes all types of women’s apparel
MS_WOMFASHWomen’s FashionIncludes publications related to women’s fashion.
CPI_HISTORY_AMERICAN_INDEXCpi American History Index: 9-0Interested specifically in American History, patriotic themes, and/or veteran’s issues. Included in CPI_HISTORY_INDEX.
CPI_APPAREL_INDEXCpi Apparel Index: 9-0Interested in or purchasers of Apparel or fashion. Includes the CPI_APPAREL_ACCESSORIES, CPI_APPAREL_KIDS, CPI_APPAREL_MEN, CPI_APPAREL_MENFASH, CPI_APPAREL_WOMEN, CPI_APPAREL_WOMFASH indices below.
CPI_APPAREL_ACCESSORY_INDEXCpi Apparel/Accessories Index: 9-0Interested in or purchaseres of shoes, purses, belts, etc. Included in CPI_APPAREL_INDEX.
CPI_APPAREL_KIDS_INDEXCpi Apparel/Children’s Apparel Index: 9-0Interested in or purchasers of children’s apparel via direct marketing channels. Included in CPI_APPAREL_INDEX.
CPI_APPAREL_MEN_INDEXCpi Apparel/Men’s Apparel Index: 9-0Interested in or purchasers of men’s apparel . Included in CPI_APPAREL_INDEX.
CPI_APPAREL_MENFASH_INDEXCpi Apparel/Mens Fashion Index: 9-0Interested in or purchasers of men’s fashion. Included in CPI_APPAREL_INDEX.
CPI_APPAREL_WOMEN_INDEXCpi Apparel/Women’s Apparel Index: 9-0Interested in or purchasers of women’s apparel via direct marketing channels. Included in CPI_APPAREL_INDEX.
CPI_APPAREL_WOMFASH_INDEXCpi Apparel/Womens Fashion Index: 9-0Interested in or purchasers of women’s fashion. Included in CPI_APPAREL_INDEX.
CPI_AUTO_TRUCKS_INDEXCpi Auto/Trucks Index: 9-0Interested specifically in trucks (excluding SUVs). Included in CPI_AUTO_INDEX.
CPI_AUTO_INDEXCpi Automotive Index: 9-0Interested in anything automobile-related, such as auto parts and tools, restoration, performance, general and make/model specific enthusiast products, etc. Includes CPI_AUTO_RACING and CPI_AUTO_TRUCKS indices.
CPI_AVIATION_INDEXCpi Aviation Index: 9-0Interested in airplanes and other things that really fly and can transport things and people. Does not include toy planes.
CPI_BARGAINS_INDEXCpi Bargain Seekers Index: 9-0Interested in saving money, including coupons, low-cost stores and discount clubs, money-saving sales, rewards programs, auction websites, free stuff, etc. we
CPI_BEAUTY_INDEXCpi Beauty Index: 9-0Interested in beauty-related products, including cosmetics, treatments, etc.
CPI_PUBLISH_BOOKS_INDEXCpi Book Buyer Index: 9-0Known to have purchased a book via direct marketing channels. Included in CPI_PUBLISH_INDEX. Includes CPI_NONFICTION, CPI_FICTION, and CPI_SCIFI passions.
CPI_BUSINESS_INDEXCpi Business Index: 9-0Interested in business news, career, and/or products usually associated with running a business. Includes CPI__BUSINESS_HOMEOFFICE index.
CPI_BUSINESS_HOMEOFFICE_INDEXCpi Business/Home Office Index: 9-0Indication that the person has a Home Office. Included in CPI_BUSINESS_INDEX.
CPI_CATALOG_INDEXCpi Catalog Index: 9-0Has purchased from a catalog.
CPI_DONOR_INDEXCpi Charitable Donor Index: 9-0Has a known history of donating to charitable causes.
CPI_FAMILY_INDEXCpi Children/Family Index: 9-0Household with at least one child under 13, based on the presence of children and/or the purchase of children’s related products. Includes both CPI_FAMILY_TEEN_INDEX and CPI_FAMILY_YOUNG_INDEX.
CPI_FAMILY_TEEN_INDEXCpi Children/Family Teen Index: 9-0Those known to live in a family (i.e., adults and children) household with at least one teenager, based on based the presence of children and/or the purchase of teen-related products. Included in CPI_FAMILY_INDEX.
CPI_FAMILY_YOUNG_INDEXCpi Children/Family Young Index: 9-0Those known to live in a family (i.e., adults and children) household with at least one child under , based on the presence of children and/or the purchase of younger children’s related products. Included in CPI_FAMILY_INDEX.
CPI_COLLECTIBLES_INDEXCpi Collectibles Index: 9-0Interested in collectibles, including dolls, coins, stamps, stuffed animals, plates, memorabilia, etc.
CPI_COLLEGE_INDEXCpi College Index: 9-0Interested in colleges and universities as an alumni.
CPI_COMPUTERS_INDEXCpi Computers Index: 9-0Interested in computers and products used with computers.
CPI_CONTINUITY_INDEXCpi Continuity Buyer Index: 9-0Purchased a product offered via continuity.
CPI_COOKING_INDEXCpi Cooking Index: 9-0Interested in cooking, baking, and all things culinary, including recipes and cooking equipment. Included in CPI_HOMELIV_INDEX.
CPI_CRAFTS_INDEXCpi Crafts Index: 9-0Covers all crafts, including crochet, sewing, knitting, needlepoint, quilting, jewelry, ceramics, painting, etc. Includes the CPI_CRAFTS_CROCHET, CPI_CRAFTS_KNIT, CPI_CRAFTS_NEEDLEPOINT, CPI_CRAFTS_QUILT, CPI_CRAFTS_SEW passions listed below.
CPI_CRAFTS_CROCHET_INDEXCpi Crafts/Crochet Index: 9-0Interested in crocheting. Included in CPI_CRAFTS Index
CPI_CRAFTS_KNIT_INDEXCpi Crafts/Knitting Index: 9-0Interested in knititing. Included in CPI_CRAFTS Index
CPI_CRAFTS_NEEDLEPOINT_INDEXCpi Crafts/Needlepoint Index: 9-0Interested in needlepoint. Included in CPI_CRAFTS Index
CPI_CRAFTS_QUILT_INDEXCpi Crafts/Quilting Index: 9-0Interested in quilting. Included in CPI_CRAFTS Index
CPI_CRAFTS_SEW_INDEXCpi Crafts/Sewing Index: 9-0Interested in the sewing craft. Included in CPI_CRAFTS_INDEX.
CPI_CC_INDEXCpi Credit Card User Index: 9-0Has used a credit card to make a purchase
CPI_CREDIT_REPAIR_INDEXCpi Credit Repair: 9-0Interested in repairing their credit
CPI_CREDIT_REPORT_INDEXCpi Credit Report: 9-0Have purchased or obtained a copy of their credit report
CPI_CULTUREARTS_INDEXCpi Culture/Arts Index: 9-0Interested in culture and the arts, including art, antiques, opera, museums, the theatre, etc.
CPI_CURREVENT_INDEXCpi Current Events Index: 9-0Interested in the news and politics.
CPI_DIY_INDEXCpi Do It Yourself Index: 9-0Interested in Do It Yourself projects, including home improvements and construction, wood working, auto repair, etc.
CPI_EDUCATION_SEEKERS_INDEXCpi Education Seekers: 9-0Interested in furthering their education including online schools, brick and mortar schools and trade schools
CPI_ELECTRONICS_INDEXCpi Electronics Index: 9-0Interested in electronics, such as home and auto stereos, video equipment, etc. Does not include computers.
CPI_FICTION_INDEXCpi Fiction Index: 9-0Interested in fiction books. Included in CPI_PUBLISH_INDEX and CPI_PUBLISH_BOOKS_INDEX.
CPI_GAMBLING_INDEXCpi Gambling Index: 9-0Interested in games of chance, including casino gambling and lotteries.
CPI_GAMES_INDEXCpi Games Index: 9-0Interested in a variety of games, including computer games, traditional board games, puzzles, etc.
CPI_GARDENING_INDEXCpi Gardening/Flowers Index: 9-0Interested in gardening and plants, both indoors and outdoors, decorative and edible. Included in CPI_HOMELIV_INDEX.
CPI_GIFTGIVR_INDEXCpi Gift Giver Index: 9-0Has been known to purchase gifts for others via a direct marketing channel.
CPI_GOURMET_INDEXCpi Gourmet Foods/Cooking Index: 9-0Interested in gourmet and upscale products, such as fine foods, wines, and other expensive items.
CPI_HEALTH_INDEXCpi Health Index: 9-0Interested in one’s health and/or self-improvement. Includes HEALTH_DIET and HEALTH_FITNESS indices below. *As of the April 25, 2025 release values for the states of NV and WA will display as 0 values. VMS took this approach rooted in the expectation that the interpretation of ‘Sensitive Personal Information’ (SPI) by these states’ State Privacy laws and ‘Health-related data’ regulations will continue to evolve and broaden over time.
CPI_HIGHTECH_INDEXCpi High Tech Enthusiast Index: 9-0Interested in new and/or relatively rare high technology electronic products, such as HDTV’s, digital video cameras, digital video recorders, satellite radio, pagers, home fax machines, plasma TVs, etc. This is a moving target as products become more accepted and as new products are invented.
CPI_HISTORY_INDEXCpi History Index: 9-0Interested in History. Includes CPI_HISTORY_AMERICAN index.
CPI_HOBBIES_INDEXCpi Hobbies Index: 9-0Interested in unspecified hobbies or in various hobbies not included in other passions.
CPI_HOMEDECR_INDEXCpi Home Decorating/Furnishings Index: 9-0Interested in Home Decorating, such as furnishings, wall and window treatments, layouts, etc. Included in CPI_HOMELIV_INDEX.
CPI_HOMELIV_INDEXCpi Home Living Index: 9-0Interested in things related to the home. These include the CPI_COOKING, CPI_GARDENING, and CPI_HOMEDECR passions listed below, but also include house wares, linens, and the like.
CPI_EQUESTRIAN_INDEXCpi Horses Index: 9-0Interested in horses and riding.
CPI_INSPIRATION_INDEXCpi Inspirational Index: 9-0Interested in non-religious inspiration, including new age products, astrology, etc.
CPI_INSURANCE_INDEXCpi Insurance: 9-0Interested in purchasing insurance (includes Life, Health & Auto)
CPI_INTERNET_ACCESS_INDEXCpi Internet Access Index: 9-0Known only to have internet access; does not necessarily include an internet purchase. Included in CPI_INTERNET_INDEX.
CPI_INTERNET_BUY_INDEXCpi Internet Buyer Index: 9-0Known to have purchased a product via the internet. Included in CPI_INTERNET_INDEX.
CPI_INTERNET_INDEXCpi Internet Index: 9-0Known to be on the internet. Includes the INTERNET_ACCESS and INTERNET_BUY passions.
CPI_JOB_SEEKERS_INDEXCpi Job Seekers: 9-0Users of online job searching sites
CPI_PUBLISH_MAGS_INDEXCpi Magazine Subscriber Index: 9-0Known to have purchased a magazine via direct marketing channels. Included in CPI_PUBLISH_INDEX.
CPI_PUBLISH_INDEXCpi Magazine/Book Buyer Index: 9-0Known to have purchased a book or magazine via direct marketing channels. Includes CPI_PUBLISH_MAGS and CPI_PUBLISH_BOOKS passions.
CPI_MOBILE_APPS_INDEXCpi Mobile Apps/Ringtones: 9-0Have purchased a ring tone or app for a mobile device
CPI_MOTORCYCLES_INDEXCpi Motorcycles Index: 9-0Interested in motorcycles and ATVs.
CPI_MUSIC_INDEXCpi Music Index: 9-0Interested in music and/or music playing equipment.
CPI_NONFICTION_INDEXCpi Nonfiction Index: 9-0Interested in non-fiction books. Included in CPI_PUBLISH_INDEX and CPI_PUBLISH_BOOKS_INDEX.
CPI_MONEYMAKING_INDEXCpi Op Seekers Index: 9-0Interested in moneymaking opportunities, usually of the get-rich- quick nature.
CPI_OUTDOORS_INDEXCpi Outdoor Sports Index: 9-0Interested in outdoor, sportsman-type activities. Includes the CPI_OUTDOORS_BOATSAIL, CPI_OUTDOORS_CAMP, CPI_OUTDOORS_FISHING, CPI_OUTDOORS_HUNTING, and CPI_OUTDOORS_HUNTFISH passions listed below.
CPI_OUTDOORS_BOATSAIL_INDEXCpi Outdoors/Boating & Sailing Index: 9-0Interested in boating, sailing, canoeing, kayaking, water skiing, rafting, etc. Included in CPI_OUTDOORS_INDEX.
CPI_OUTDOORS_CAMP_INDEXCpi Outdoors/Camping & Hiking Index: 9-0Interested in camping, hiking, climbing, etc. Included in CPI_OUTDOORS_INDEX.
CPI_OUTDOORS_FISHING_INDEXCpi Outdoors/Fishing Index: 9-0Interested specifically in fishing, saltwater and/or freshwater. Included in CPI_OUTDOORS_INDEX.
CPI_OUTDOORS_HUNTING_INDEXCpi Outdoors/Hunting Index: 9-0Interested specifically in hunting or guns. Included in CPI_OUTDOORS_INDEX.
CPI_OUTDOORS_HUNTFISH_INDEXCpi Outdoors/Hunting Or Fishing Index: 9-0Interested in hunting and/or fishing. Source data covers both (general sportsman activities), not specific to one or the other. Included in CPI_OUTDOORS_INDEX.
CPI_PFIN_INDEXCpi Personal Finance Index: 9-0Interested in personal finance, investments, retirement planning, etc.
CPI_EGO_INDEXCpi Personalized Index: 9-0Interested in personalized products, such as monograms.
CPI_PETS_INDEXCpi Pets Index: 9-0Interested in or an owner of pets, mostly dogs and cat. Includes the CPI_PETS_CATS and CPI_PETS_DOGS passions below.
CPI_PETS_CATS_INDEXCpi Pets/Cats Index: 9-0Interested in or an owner of cats. Included in CPI_PETS_INDEX.
CPI_PETS_DOGS_INDEXCpi Pets/Dogs Index: 9-0Interested in or an owner of dogs. Included in CPI_PETS_INDEX.
CPI_PHOTOPROC_INDEXCpi Photo Processing Index: 9-0Known to have had film processed via the mail or the internet.
CPI_PHOTOG_INDEXCpi Photography Index: 9-0Interested in photography.
CPI_CONSERVATIVE_INDEXCpi Politically Conservative Index: 9-0Expressed a preference for a conservative political point of view or party.
CPI_LIBERAL_INDEXCpi Politically Liberal Index: 9-0Expressed a preference for a liberal political point of view or party.
CPI_SOCIAL_NETWORKING_INDEXCpi Social Networking: 9-0Users of online social networking services such as Facebook, Twitter etc.
CPI_SPORTS_INDEXCpi Sports Index: 9-0Interested in sports, mostly spectator and/or paraphernalia purchaser, but includes participation. Includes the CPI_SPORTS_BASEBALL, CPI_SPORTS_BASKETBALL, CPI_SPORTS_FOOTBALL, CPI_SPORTS_GOLF, CPI_SPORTS_HOCKEY, CPI_SPORTS_SKIING, CPI_SPORTS_SOCCER and CPI_SPORTS_TENNIS passions below.
CPI_SPORTS_BASEBALL_INDEXCpi Sports/Baseball Index: 9-0Interested in the specific sport of Baseball as a spectator, paraphernalia purchaser and/or participant.
CPI_SPORTS_BASKETBALL_INDEXCpi Sports/Basketball Index: 9-0Interested in Basketball
CPI_SPORTS_BIKING_INDEXCpi Sports/Biking Index: 9-0Interested in Biking
CPI_SPORTS_FOOTBALL_INDEXCpi Sports/Football Index: 9-0Interested in Football
CPI_SPORTS_GOLF_INDEXCpi Sports/Golf Index: 9-0Interested in Golf
CPI_SPORTS_HOCKEY_INDEXCpi Sports/Hockey Index: 9-0Interested in Hockey
CPI_SPORTS_RUNNING_INDEXCpi Sports/Running Index: 9-0Interested in Running
CPI_SPORTS_SKI_INDEXCpi Sports/Ski Index: 9-0Interested in Skiing
CPI_SPORTS_SOCCER_INDEXCpi Sports/Soccer Index: 9-0Interested in Soccer
CPI_SPORTS_SWIMMING_INDEXCpi Sports/Swimming Index: 9-0Interested in Swimming
CPI_SPORTS_TENNIS_INDEXCpi Sports/Tennis Index: 9-0Interested in Tennis
CPI_SWEEPS_INDEXCpi Sweepstakes Index: 9-0Interested in offers utilizing sweepstakes.
CPI_TRAVEL_INDEXCpi Travel Index: 9-0Interested in traveling. Includes the CPI_TRAVEL_CRUISE, CPI_TRAVEL_RV and CPI_TRAVEL_US passions.
CPI_TRAVEL_CRUISE_INDEXCpi Travel/Cruises Index: 9-0Interested in boat cruises. Included in CPI_TRAVEL_INDEX.
CPI_TRAVEL_RV_INDEXCpi Travel/Recr Vehicles Index: 9-0Interested in recreational vehicles or known to own one. Included in CPI_TRAVEL_INDEX.
CPI_TRAVEL_US_INDEXCpi Travel/Us Index: 9-0Interested in travel within the US. Included in CPI_TRAVEL_INDEX.
CPI_TVMOVIES_INDEXCpi Tv/Movies/Video Index: 9-0Interested in television, movies, videos, DVDs, etc.
CPI_WILDLIFE_INDEXCpi Wildlife/Environment Index: 9-0Interested in the environment and/or wildlife.
EHI_V2Estimated Household Income: A - Less than 20,000
B - 20,000-29,999
C - 30,000-39,999
D - 40,000-49,999
E - 50,000-59,999
F - 60,000-74,999
G - 75,000-99,999
H - 100,000-124,999
I - 125,000-149,999
J - 150,000-199,999
K - 200,000-249,999
L - 250,000-499,999M−499,999 M - 500,000+Estimated household income level is a model that takes into consideration 80+ model predicators across a diverse set of info including demographics, transactional & behavioral data, property ownership and mortgages, vehicle ownership and geo-demographics. The data originates from a range of deterministic and probalistic data sources such as county assessor records, self-reported information (e.g. surveys), Census demographics, and many more. EHI_V2 field, released in June 2023, replacing EHI - Field #50.
OCCUPATIONCD_V2See tab - Demo Codes - OccupationDerived from self-reported data and/or state license bureau data indicating an individual’s occupation. OCCUPATIONCD_V2 field, released in June 2023, replacing OCCUPATIONCD - Field #63.
CPI_FOOD_DELIVERY_INDEXCPI Food Delivery Services Index: 9-0Interested in Using Food Delivery Services
CPI_ONLINE_PAY_INDEXCPI Online Payment Services Index: 9-0Interested in Using Online Payment Services
CPI_UPSCALE_SHOP_INDEXCPI Upscale/Luxury Shopping Index: 9-0Interested in Upscale & Luxury Shopping
CPI_WHOLESALE_SHOP_INDEXCPI Wholesale Club Shopping Index: 9-0Interested in Wholesale Club Shopping