Defining Centricity's data fields

Geography

Data field

Description

County

Display data on the county level. Select a County data field as a filter to restrict data to certain counties or as a dimension to break down Pulse data by county.

There are two options under the County menu:

  • County FIPS (blue star) – Displays counties according to their FIPS code, as defined by the USDA here. Note that this data field must be selected as a dimension (in combination with a Pulse measure) in order to display geolocation data on a heatmap visualization.

  • County Name – Displays counties by name. Note that selecting this field as a dimension will not produce heatmap visualization data.

State

Filter or display data on the state level. Select a State data field as a filter to restrict data to certain states or as a dimension to break down Pulse data by state.

There are two options under the State menu:

  • State (blue star)– Displays counties according to their full name code (i.e. South Dakota, New York, etc.) Note that this data field must be selected as a dimension (in combination with a Pulse measure) in order to display geolocation data on a heatmap visualization.

  • State Abbreviation – Displays states by abbreviation (i.e. SD, NY, AK, etc.) Note that selecting this field as a dimension will not produce heatmap visualization data.

Population

Data field

Description

Total Pop

When selected as a measure, this field displays the total population of a given geographic region, whether on the county or state level.

Select Total Pop as a filter to restrict a query’s results to areas that meet a user-defined population threshold (i.e. a user may filter a query to only display results from counties with 10,000 residents or more).

Pulse

Filter-only fields

Data field

Description

Start Date

Set the start date for your query.

Note that the Start Date filter should be used for all queries other than those using time series data (line graphs, pivot table by month, etc.) When using the Start Date filter, users must select Pulse (selected period), instead of Total Pulse. Total Pulse should only be used for time series queries, in combination with Date Date filters.

End Date

Set the end date for your query. Note that the End Date filter should be used for all queries other than those using time series data (line graphs, pivot table by month, etc.) When using the End Date filter, users must select Pulse (selected period), instead of Total Pulse. Total Pulse should only be used for time series queries, in combination with Date Date filters.

Dimensions

Data field

Description

Category

Second level of Centricity hierarchy (Department > Category > Subcategory > Subset)

Categories are a classification under Departments. The Category level starts to break up the Department, but does not name narrow product types. For this reason, Categories are more valuable for navigation purposes, rather than product selection. Examples of Categories within the Dairy department include Cheese and Yogurt.

Country

Select the Country for which to display data.

Talk to the Centricity Support Team about opportunities for expanding your organization’s subscription into additional countries.

Date Date

Select the date range for your query. Please note:

  • Users should only select the Date Date dimensions when running a time series query (line graphs, pivot table by month, etc.)

  • When running a time series query, users must use a Date Date dimension in combination with the Total Pulse dimension, rather than the Pulse (selected period) measure

The options listed below are available in the Date Date menu. Select a field as a dimension to bucket data by the unit indicated in the field name. Select a field as a filter to set your desired date range for a time series query.

  • Date

  • Month

  • Month Name

  • Quarter

  • Week

  • Year

Department

First level of Centricity hierarchy (Department > Category > Subcategory > Subset)

The broadest classification of products in our hierarchy. In many cases, these instances are similar to store departments from brick and mortar layouts (Dairy, Frozen, Floral, etc.)

Facet

Displays Pulse data for Facets (product attributes). Allows for deeper analysis of Pulse data, including non-categorical trends.

Periods Ago

State

Select the US State(s) for which to display data.

Subcategory

Third level of Centricity hierarchy (Department > Category > Subcategory > Subset)

Subcategories are a classification under Categories. The Subcategory level gets closer to actual product names (Greek Yogurt, Fruit on the Bottom Yogurt, etc.) Users will generally see more shared characteristics across Subcategories than across Categories or Departments.

Subset

Fourth level of Centricity hierarchy (Department > Category > Subcategory > Subset)

Subsets are a classification under Subcategories, representing the narrowest classification of products in our hierarchy. These nodes have defined products that can be selected, such as Greek Yogurt - Cup. However, users may need to apply Facets to identify a more specific product (i.e. “is Organic” for Greek Yogurt - Cup).

Measures

Pulse

Use the measures listed below when analyzing Pulse data for Departments, Categories, Subcategories, and Subsets. When analyzing Pulse data for Facets, use the measures listed under the Facet Pulse dropdown.

Data field

Description

Count

Count of Pulse Events during selected date range. A Pulse Event occurs when a consumer views a product on a URL. This measure helps clarify the volume of Events contributing to the Total Pulse for a line item.

Pulse (preceding period)

Total Pulse during preceding time period of equivalent length to selected time period.

Pulse (selected period)

Total Pulse during selected time period.

For all queries (other than those analyzing time series data), use Pulse (selected period), in combination with the Start Date and End Date filters. Note that Pulse (selected period) will display incomplete results when used with any of the Date Date filters.

Pulse Per Capita

Total Pulse divided by population. This measure can be used on the County or State level, reflecting the average Pulse per resident of a given geographic area.

Pulse Shift

Change in Pulse from preceding time period to selected time period, expressed as raw Pulse data. Note that you must use the Start Date and End Date filters in order for this measure to display accurate results.

Pulse Shift can be expressed as a positive number, a negative number, or zero, depending on the scale and direction of a line item’s change:

  • Positive scores (+) indicate an increase in Pulse.

  • Negative scores (-) indicate a decrease in Pulse.

  • Zero (0) — indicates no change in Pulse.

For example, when viewing a report for the Butter Subcategory over the last month (e.g. June), its Pulse Shift would be calculated by taking its Pulse score over the selected month (June) and subtracting from it the Pulse score from the month prior (May). If Butter’s Pulse score increased from 380 in May to 400 in June, then it would have an Pulse Shift of +20 for this report.

Pulse (selected period) - Pulse (preceding period) = Pulse Shift

Pulse Shift Percent

Change in Pulse from preceding time period to selected time period, expressed as a percentage. Note that you must use the Start Date and End Date filters in order for this measure to display accurate results.

For example, if the Butter Subcategory increased in Pulse from 380 in the preceding period (i.e. May) to 400 in the selected period (i.e. June), it would have a Pulse Shift Percent of 5.26%. This number indicates an 5.26% increase in Pulse from the preceding period.

This is calculated as the difference in Pulse over the periods (400 - 380 = 20), divided by the Pulse for the preceding period (380).

20 / 380 = .0526 or 5.26%

Relative Pulse

Relative Pulse indicates a line item's share of the Total Pulse of its corresponding parent node (i.e. the Relative Pulse of a Subcategory displays its share of the Total Pulse of its parent Category).

For example, the Relative Pulse of Greek Yogurt (Subcategory) indicates its share of the Total Pulse for Yogurt (its corresponding Category), and the Relative Pulse of Yogurt (Category) indicates its share of the Total Pulse for Dairy (Department).

Total Pulse

Total Pulse during the selected time period.

Note that you should only use the Total Pulse measure for queries analyzing time series data (line graphs with time as X axis, pivot tables by month, etc.) When using the Total Pulse measure, you must use one or more of the Date Date fields to set your date range.

[For all queries that don't analyze time series data, please use the Pulse (selected period) measure in combination with the Start Date and End Date filters.]

Facet Pulse

Use the measures listed below when analyzing Pulse data for Facets. When analyzing Pulse data for Departments, Categories, Subcategories, and Subsets, use the measures listed under the Pulse dropdown.

Data field

Description

Facet Pulse (preceding period)

Total Pulse (for Facets) during preceding time period of equivalent length to selected time period.

Facet Pulse (selected period)

Total Pulse (for Facets) during selected time period.

For all Facet-based queries (other than those analyzing time series data), use Facet Pulse (selected period), in combination with the Start Date and End Date filters. Note that Facet Pulse (selected period) will display incomplete results when used with any of the Date Date filters.

Facet Pulse Per Capita

Total Pulse (for Facets) divided by population. This measure can be used on the County or State level, reflecting the average Pulse per resident of a given geographic area.

Facet Pulse Shift

Change in Pulse (for Facets) from preceding time period to selected time period, expressed as raw Pulse data. Note that you must use the Start Date and End Date filters in order for this measure to display accurate results.

Facet Pulse Shift can be expressed as a positive number, a negative number, or zero, depending on the scale and direction of a line item’s change:

  • Positive scores (+) indicate an increase in Pulse.

  • Negative scores (-) indicate a decrease in Pulse.

  • Zero (0) — indicates no change in Pulse.

For example, when viewing a report for the Gingham Facet over the last month (e.g. June), its Facet Pulse Shift would be calculated by taking its Pulse score over the selected month (June) and subtracting from it the Pulse score from the month prior (May). If Gingham’s Pulse score increased from 380 in May to 400 in June, then it would have an Pulse Shift of +20 for this report.

Facet Pulse (selected period) - Facet Pulse (preceding period) = Facet Pulse Shift

Facet Pulse Shift Percent

Change in Pulse (for Facets) from preceding time period to selected time period, expressed as a percentage. Note that you must use the Start Date and End Date filters in order for this measure to display accurate results.

For example, if the Gingham Facet increased in Pulse from 380 in the preceding period (i.e. May) to 400 in the selected period (i.e. June), it would have a Facet Pulse Shift Percent of 5.26%. This number indicates an 5.26% increase in Pulse from the preceding period.

This is calculated as the difference in Pulse over the periods (400 - 380 = 20), divided by the Pulse for the preceding period (380).

20 / 380 = .0526 or 5.26%

Total Facet Pulse

Total Pulse (for Facets) during selected time period.

Note that you should only use the Total Facet Pulse measure for queries analyzing time series data (line graphs with time as X axis, pivot tables by month, etc.) When using the Total Facet Pulse measure, you must use one or more of the Date Date fields to set your date range.

[For all queries that don't analyze time series data, please use the Facet Pulse (selected period) measure in combination with the Start Date and End Date filters.]