Originally hosted for Members of the Michigan Electronic Library, this training provides an overview of using DemographicsNow within an Academic library and classroom setting.

1. Dinah Ramirez
Training Specialist
Gale Cengage Learning
dinah.ramirez@cengage.com
800.877.4253 x8047
Audio for this webinar will come from your computer
speakers and will begin at the start of the session.

2. Today’s Agenda

3. What is it?
Ideal for gaining consumer and market insight as users consider
• opening a business
• finding an untapped audience for their products/services
• analyzing the shifts and needs of a given population
• and so much more!
Provides users with access to robust and
highly-detailed demographic data
(spanning the entire U.S.).

4. What’s in it?
 Demographics
 2010 Census Data Files
 American Community Survey Data
 Consumer Spending, Lifestyles, Attitudes, Brand Preferences
 MOSAIC lifestyle Categories
 Simmons National Community Survey
 Maps & Geographic Business Intelligence
 Business/Household Records

5. Who should use it?
• Established Small Business Owners
• Entrepreneurs/Start-ups
• Professors/Students/Researchers:
 Business
 Economy
 Sociology
 Social Work
• Nonprofit Organizations
• Community Leaders

6. What can you do with it?
• Gather data for a business plan
• Find and analyze demographic information
• Market research with mapping tools
• Generate accurate mailing lists
• Location analysis
• Relocate/Expand a business
• Identify competition
• Track down an address

7. How can you use it?
SCENARIO: A Business School Student is asked to create a new
product or service for a new business. They are tasked with writing a
Business Plan for this new product or service. Their Business Plan
requires a Marketing Plan section where they need to address their
Target Market(s) and their marketing strategy.
 Target market
• Demographics
- age, gender, etc.
• Psychographics
- attitudes, interests, lifestyles, etc.
• Consumer Spending data
• Household incomes
• Area Population

8. How to Access: www.mel.org

9. Questions?
Dinah Ramirez
Training Specialist
Gale Cengage Learning
dinah.ramirez@cengage.com
Deb Biggs-Thomas
Michigan eLibrary & Outreach Coordinator
BiggsThomasD@michigan.gov
Randy Riley
Michigan eLibrary & Outreach Coordinator
RileyR1@michigan.gov