Resonate now offers Geography State data at a scale that’s unmatched in our industry. This Geography State data is updated nightly based on most recent observed location to help you better understand your audiences geographically. Combine and analyze Geography State data with other data in the platform or view Geography State data as insights against other attributes or your digital footprint.
If you have access to both our Geography State attributes as well as our Resonate Elements State attributes, you can confidently use both data types for sizing. We have analyzed both data sets at the state level and, while there may be some small variations between the two data sets, we found they are mostly in line with each other.
The reason there may be some small variations between the data is because they are from two different data sources; one data source for Geography State (our more granular observed geography data), and another data source for Resonate Elements State and Region (from our research data via our National Consumer Study) that is representative of the adult online population. Just keep in mind that we ask about state in our NCS, and then weight and balance the survey data regionally, while the observed Geography data is not weighted and balanced in any way.
Why provide the Two Types?
There are a few reasons we're providing more than one type of Geography data to you:
- Region and state from the Resonate Elements taxonomy will give you a projected count of how many people are in that region or state when added to your audience definition in the audience builder. Since Geography State data is observed, vs the self-reported survey data which is weighted, we cannot provide a projected count of how many people are in a State via the Geography data. When viewing Geography State attributes in your audience definition, you will see the addressable number, which is the estimated number of modeled devices for that attribute.
- Another reason for the two data types is that with our research data, we are not able to provide granular geographic insights. This is due to the fact that State attributes via our NCS are Limited attributes, and present 51 (50 states, plus DC) single select options to one survey question. This prevents our data science team from being able to create a good model, which means we are not able to show these State attributes as insights. However, when we observe geographic location, we are able to provide insights on more granular geographic data through observed behavior. This is because our observed geography data is updated nightly based on most recent observed location and allows you to view insights down to the State, DMA or Congressional District level.