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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.
LORLength of Residence: 00-15 Based on length of residence of the household at the same address Individual household LOR values range from 0, indicating less than 1 year, to 15, indicating 15 or more years.Length of residence indicates the probable number of years an individual/household has been located at current address. Data comes from multiple sources including real estate data, public records and self-reported sources.
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.
HHNBRSRY - Individuals in household 65 years and olderTotal number of individuals in a given household whose known birth year indicates an age of 65 or greater
HHNBRNumber of adult individuals in householdTotal number of adult individuals in a given household
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_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.
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_INSURANCE_HEALTH_INDEXCpi Health Insurance: 9-0Interested in purchasing Health Insurance
CPI_HEALTH_DIET_INDEXCpi Health/Diet Index: 9-0Interested in weight control or losing weight. Included in CPI_HEALTH_INDEX. *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_HEALTH_FITNESS_INDEXCpi Health/Fitness & Exercise Index: 9-0Interested in physical fitness and exercise, including running, biking, walking, weight lifting, aerobics, etc. Included in CPI_HEALTH_INDEX. *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.
CT_DNR_CONTRIB_HEALTHY - Contributed to health organization(s)
CENSPCT_POP_AGELT18Census: Pct Pop Age 18: 0-100Percentage Population Under Age 18 in a given zip code
CENSPCT_ADULT_AGE1824Census: Pct Adult Age 18-24: 0-100Percentage Adult Age 18-24 in a given zip code
CENSPCT_ADULT_AGE2534Census: Pct Adult Age 25-34: 0-100Percentage Adult Age 25-34 in a given zip code
CENSPCT_ADULT_AGE3544Census: Pct Adult Age 35-44: 0-100Percentage Adult Age 35-44 in a given zip code
CENSPCT_ADULT_AGE4554Census: Pct Adult Age 45-54: 0-100Percentage Adult Age 45-54 in a given zip code
CENSPCT_ADULT_AGE5564Census: Pct Adult Age 55-64: 0-100Percentage Adult Age 55-64 in a given zip code
CENSPCT_ADULT_AGEGE65Census: Pct Adult Age 65+: 0-100Percentage Adult Age 65+ in a given zip code
CENS_POP_MEDAGECensus: Pop Median Age: 0-100Population Median Age in a given zip code
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.
AGE_RANGE_ESTIMATEDEstimated Age Range A - Estimated Age 18-24 B - Estimated Age 25-34 C - Estimated Age 35-44 D - Estimated Age 45-54 E - Estimated Age 55-64 F - Estimated Age 65-74 G - Estimated Age 75+Adult Estimated Age Range 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, which is then used to assign the record to an appropriate age range.
AGE_RANGE_INFERREDInferred Age Range. A - Inferred Age 18-24 B - Inferred Age 25-34 C - Inferred Age 35-44 D - Inferred Age 45-54 E - Inferred Age 55-64 F - Inferred Age 65-74 G - Inferred Age 75+Adult Inferred Age Range uses known age of adults within the same ZIP+4 to assign an age range. The originating known age data is compiled from a variety of sources that may include public data, buying activities data, and self-reported information. A value is only assigned for this field if a record for the AGE_RANGE_ESTIMATED field is not available.
AGE_RANGE_COMBINEDCombined (Estimated + Inferred) Age Range A - Combined Age 18-24 B - Combined Age 25-34 C - Combined Age 35-44 D - Combined Age 45-54 E - Combined Age 55-64 F - Combined Age 65-74 G - Combined Age 75+Adult Combined Age Range assigns an age range value to all records, using the applicable value from either AGE_RANGE_ESTIMATED and AGE_RANGE_INFERRED fields. Use this field if you are looking close to complete age range coverage within the TCI universe.