SimplyAnalytics (formerly SimplyMap)

Research Librarian

Samantha Porter's picture
Samantha Porter
Contact:
Subject Specialties: Entrepreneurship, Marketing, TOIM

Years of Coverage

Data from the 2000 and 2010 census with some 5 year projections. Dates for the market data vary depending on the source.

Related Guides

Link to Database

First time users: Please register, by clicking "Create an Account" on the opening screen, using your Babson email in order to save your work.

Access Restrictions:

3 concurrent users.

  • Access granted to current faculty, students and staff only.
  • Horn Library E-Resources are to be used for educational purposes only. Commercial use is not permitted. Any use of library databases on an internship, job, or other program with an employer is not allowed.

Available Data

The EASI® Standard Package incorporates the following data from year 2000, 2010, Current Estimates and 5-Year Projections:

  • Demographic Variables
  • Retail Sales, Store Groups, and Food Service Variables
  • EASI Sales and Other Potential Variables
  • EASI Quality of Life Variables
  • Consumer Price Index Variables
  • General Employment (by Place of Work)
  • General Establishment (by Place of Work)
  • Detailed Employment (by Place of Work)
  • Detailed Establishments (by Place of Work)
  • Detailed Consumer Expenditure Variables
  • EASI Profile Variables
  • Ancestry Tabulations
  • COVID-19 Data Variables (updated daily)

EASI® MRI - Mediamark Research (MRI) produces current estimates of usage and consumption (propensity) for thousands of very specific and detailed products, including actual brand data, details of frequency of usage, and more.  Our data provider EASI ® (Easy Analytic Software, Inc) annually prepares estimates for about 3,000+ MRI categories of propensities using their updated demographic estimates.  EASIs models use their own Block Group demographic estimates to update these potential results (propensity to buy, expenditures, etc.).

EASI®/Mediamark Research Inc. (MRI) Propensity Data incorporates the following data:

  • EASI/MRI Ailments, Remedies
  • EASI/MRI Apparel
  • EASI/MRI Appliances
  • EASI/MRI Attitudes/Lifestyles
  • EASI/MRI Automotive  
  • EASI/MRI Baby
  • EASI/MRI Beverages
  • EASI/MRI Computers
  • EASI/MRI Electronics
  • EASI/MRI Family Restaurants
  • EASI/MRI Fast Food
  • EASI/MRI Financial
  • EASI/MRI Grocery
  • EASI/MRI Insurance
  • EASI/MRI Internet
  • EASI/MRI Leisure
  • EASI/MRI Media
  • EASI/MRI Personal Care
  • EASI/MRI Pets
  • EASI/MRI Purchasing
  • EASI/MRI Sports 
  • EASI/MRI Telephony
  • EASI/MRI Travel
  • EASI/MRI Video

EASI Life Stages Package - Life Stage Clusters are a neighborhood classification system based on the crucial factors (84 Possible Life Stages based upon: Age of  Head of Households; Marital Status; and Household Income) that determine life's key decisions.  A primary goal of the EASI development effort has been the creation of a cluster system based on a Life Stage model using multi-variable statistical analysis. 

EASI® Life Stage Clusters incorporates the following data:

Age of Head of Household

  • Very Young (Under 25 Yrs)
  • Young (25 to 34 Yrs)
  • Middle Age (35 to 44 Yrs)
  • Late Middle Age (45 to 54 Yrs)
  • Nearly Senior (55 to 64 Yrs)
  • Senior (65 to 74 Yrs)
  • Oldest (75 Plus Yrs)

Marital Status

  • Married with Children
  • Single Parent with Children
  • Married No Children
  • Non-Family (& Unrelated Individuals)

Income Level

  • Lower Income
  • Moderate Income
  • Higher Income

SimmonsLOCAL® Data Package - SimmonsLOCAL® is a powerful targeting and profiling system that provides insights into consumer behavior for all of America's 210 media markets on a local level with 60,000+ data variables, including over 450 categories and 8,000 specific brands.  From the products we buy, to the brands we prefer, our attitudes and lifestyles, SimmonsLOCAL reports on the unique nuances of every market.  Enjoy the ability to analyze data by State, County, City/Place, ZIP code, Census Tracts, Block Groups, or even custom area.

The Simmons Data Package covers hundreds of categories under general topics including but not limited to:

  • Lifestyle (Demographics & Statements)
  • Hispanics Only (Special Demographics & Media)
  • Computers/Internet
  • Media
  • Entertainment/Leisure
  • Travel
  • Food (Baking, Condiments, Dairy, Frozen, General, Meat & Snacks/Deserts)
  • Beverages (Alcoholic & Non-Alcoholic)  
  • Daily Activity
  • Dining
  • Apparel
  • Shopping
  • Health & Beauty Aids
  • Medicine/Drugs/Ailments
  • Tobacco
  • Telecom
  • Financial Services
  • Household Products
  • Cleaning Products
  • Pets & Pet Food
  • Home Improvements
  • Home Furnishings & Appliances
  • Lawn & Garden
  • Electronics
  • Automotive

D&B (Dun & Bradstreet) US Company Database Access detailed profiles on over 23 million U.S. businesses provided by D&B, the world's leading source of commercial information and insight on businesses.  Add business points to your map to find the best place to locate your business, manage the competition, or identify services.  Also export the data to a spreadsheet for additional functionality.

The D&B US Company Database offers the following fields of data:

  • Legal Name
  • Business Name
  • Business Name 2 (if applicable)
  • Business Name 3 (if applicable)
  • Business Name 4 (if applicable)
  • Business Name 5 (if applicable)
  • Street Address
  • City
  • State
  • Zip Code
  • Phone Number
  • Primary NAICS Code
  • Other NAICS Codes (up to 5 altogether - if applicable)
  • Primary SIC Code
  • Other SIC Codes (up to 5 altogether - if applicable)
  • Mailing Address
  • Mailing Address City
  • Mailing Address State
  • Mailing Address ZIP Code
  • Web Address (URL)
  • Sales Volume
  • Total Employees
  • Year Started
  • Local Employees
  • Key Contact Person
  • Key Contact Title
  • Key Contact Phone Number
  • Brief Business Description
  • DUNS Number
  • Public or Private Company Indicator
  • Single Location or Branch Location Status
  • Home-Based Business Indicator
  • Primary NAICS Description
  • Primary SIC Description