Geodemographic Segmentation Data from Caliper Corporation contain demographic data in a way that is easy to visualize and interpret. We provide 8 segments and 32 subsegments for exploring the demographic makeup of neighborhoods across the country.

In today's fast-paced digital landscape, understanding your audience isn't just a luxury—it's a necessity. Digital Audience Data offers a treasure trove of insights that can elevate your marketing strategy, drive business growth, and enhance customer satisfaction. But why should you choose Digital Audience Data? Let’s dive into its key features, applications, and why our solutions are a cut above the rest.

Why Choose The Data Group’s Digital Audience Data?

● Enhance Targeting: Reach the right audience on the right device with precision, ensuring your message hits home every time. ● Boost Engagement: Craft personalized experiences that resonate with your audience, fostering loyalty and advocacy.

Key Features

Our Digital Audience Data solutions are packed with powerful features designed to give you a competitive edge:

● A Wealth of Demographic Profiles: Dive deep into demographics, behaviors, purchasing, psychographics and more to customize the buying journey. ● Personalization at Scale: With up to 10 MAIDs/Hashed Emails per match you can reach more users on more devices than ever before.

Applications

● Marketing: Tailor campaigns with pinpoint accuracy, leading to higher conversion rates and reduced ad spend. ● Sales Strategy: Identify high-potential leads and craft tailored offers that resonate with each user.

Why Our Data is Better

In a crowded market, our Digital Audience Data solutions stand out for several reasons:

● Accuracy and Depth: We provide the most accurate and in-depth data available, ensuring you have the best information to make critical decisions. ● Customization: Our solutions are highly customizable to meet the unique needs of your business, no matter the industry or size. ● Cutting-Edge Technology: We leverage the latest in AI and machine learning to deliver predictive insights that keep you ahead of the curve. ● Exceptional Support: Our dedicated team of experts is always on hand to assist you, ensuring you get the most out of your data.

Get Started Today!

Ready to transform your business with the power of Digital Audience Data? Contact us now to learn more about how our solutions can help you achieve your goals and stay ahead of the competition. Let's unlock new possibilities together!

Hospitality Market was valued at USD 4674 Billion in 2023 and is projected to reach USD 6190 billion by 2031, at a CAGR of 5.5% from 2024 to 2031.

Global Hospitality Market Drivers

The market drivers for the Hospitality Market can be influenced by various factors. These may include:

Economic Growth: Travel and tourism are impacted by the general state of a region or nation’s economy. Robust economies typically result in higher discretionary expenditure on travel and lodging.
Technological Advancements: Consumer preferences and industry operations are shaped by technological innovations like as smartphone applications, online booking platforms, and smart room features.
Changing Demographics: The services and experiences that visitors want to have are influenced by changes in the demographics, such as the emergence of millennials and their desire for immersive travel.
Globalization: As a result of growing interconnection and globalization, the hospitality industry now operates on a larger scale, drawing tourists from around the world and encouraging cross-cultural interactions.
Environmental Sustainability: As people become more conscious of environmental issues, they look for eco-friendly lodging and activities. In order to be competitive, hospitality businesses need to adopt sustainable practices.
Regulatory Environment: Travel convenience and the operations of hospitality firms are impacted by government rules and regulations, including those pertaining to taxes, safety standards, and visa restrictions.
Social Trends: The hospitality industry is shaped by shifting society trends including the sharing economy, the demand for individualized experiences, and travel that emphasizes health and wellness.
Rivalry and Industry Consolidation: As businesses fight to keep their market share and profitability, growing rivalry in the hospitality industry, along with mergers and acquisitions, spurs innovation and restructuring.

Sodium Methoxide Market size was valued at USD 221 Million in 2023 and is projected to reach USD 433 Million by 2031, growing at a CAGR of 8.83% during the forecast period 2024-2031.

Global Sodium Methoxide Market Drivers

The market drivers for the Sodium Methoxide Market can be influenced by various factors. These may include:

Expansion of the Biodiesel Industry: Sodium methoxide is a crucial catalyst in the production of biodiesel from vegetable oils and animal fats. As the demand for cleaner and renewable energy sources grows, the biodiesel industry is expanding, driving the demand for sodium methoxide.

Pharmaceutical Industry Growth: Sodium methoxide is widely used in the pharmaceutical industry for the synthesis of various drugs and active pharmaceutical ingredients (APIs). The growth of the pharmaceutical sector, driven by an aging population and increased healthcare spending, boosts the sodium methoxide market.

Chemical Synthesis Applications: Sodium methoxide is used in diverse chemical syntheses, including various organic and fine chemicals. The continuous development of new chemicals and materials drives its demand.

Growing Textile Industry: Sodium methoxide serves as a catalyst in the continuous production process of textiles and fabrics. The growing global textile industry, especially in emerging markets, contributes to increased demand.

Cost-Effectiveness and Efficiency: Sodium methoxide is known for its effectiveness as a strong base and nucleophile in chemical reactions, offering high efficiency and yield in industrial processes, which makes it a preferred choice.

Environmental Regulations and Green Chemistry: Stricter environmental regulations encourage industries to adopt cleaner and more efficient catalysts like sodium methoxide. Additionally, the movement towards green chemistry practices supports its usage.

Success.ai’s Consumer Sentiment Data offers businesses unparalleled insights into global audience attitudes, preferences, and emotional triggers. Sourced from continuous analysis of consumer behaviors, conversations, and feedback, this dataset includes psychographic profiles, interest data, and sentiment trends that help marketers, product teams, and strategists better understand their target customers. Whether you’re exploring a new market, refining your brand message, or enhancing product offerings, Success.ai ensures your consumer intelligence efforts are guided by timely, accurate, and context-rich data.

Why Choose Success.ai’s Consumer Sentiment Data?

1. Comprehensive Audience Insights

   • Access psychographic and interest-based profiles that reveal what motivates and influences your audience’s decisions.
   • Continuous updates ensure you stay aligned with shifting consumer sentiments, seasonal preferences, and emerging trends.

2. Global Reach Across Industries and Demographics

   • Includes insights from various markets, age groups, cultural backgrounds, and income levels.
   • Identify consumer attitudes in different regions, helping you tailor campaigns, products, and messaging to diverse audiences.

3. Continuously Updated Datasets

   • Real-time data analysis ensures that your consumer sentiment insights remain fresh, relevant, and actionable.
   • Adapt quickly to consumer feedback, market changes, and competitive pressures.

4. Ethical and Compliant

   • Adheres to global data privacy regulations, ensuring your usage of consumer sentiment data is both legal and respectful of personal boundaries.

Data Highlights:

• Psychographic Profiles: Understand lifestyle preferences, values, and interests that shape consumer choices.
• Sentiment Trends: Track evolving emotional responses to brands, products, and categories.
• Global Audience Insights: Evaluate consumer sentiments across multiple regions, languages, and cultural contexts.
• Continuous Updates: Receive current data that reflects the latest shifts in mood, opinion, and interest.

Key Features of the Dataset:

1. Granular Segmentation

   • Segment audiences by demographic, interest, buying behavior, and sentiment scores for targeted marketing efforts.
   • Focus on the attributes that matter most, from eco-conscious consumers to luxury shoppers or value seekers.

2. Contextual Sentiment Analysis

   • Go beyond basic positive/negative sentiment to understand nuanced emotional responses.
   • Identify triggers that inspire loyalty, dissatisfaction, trust, or skepticism.

3. AI-Driven Enrichment

   • Profiles enriched with actionable data provide deeper insights into consumer lifestyles, brand perceptions, and product affinities.
   • Leverage advanced analytics to develop personalized campaigns and product strategies.

Strategic Use Cases:

1. Marketing and Campaign Optimization

   • Craft campaigns that resonate emotionally by understanding what drives consumer engagement.
   • Adjust messaging, timing, and channels to align with evolving sentiment trends and seasonal shifts in consumer mood.

2. Product Development and Innovation

   • Identify unmet consumer needs and preferences before launching new products.
   • Refine features, packaging, and pricing strategies based on real-time consumer responses.

3. Brand Management and Positioning

   • Monitor brand perceptions to detect early signs of brand fatigue, trust erosion, or negative publicity.
   • Strengthen brand loyalty by addressing concerns, highlighting strengths, and adapting to changing market contexts.

4. Competitive Analysis and Market Entry

   • Benchmark consumer sentiment towards competitors, industry leaders, and emerging disruptors.
   • Assess market readiness and optimize entry strategies for new regions or segments.

Why Choose Success.ai?

1. Best Price Guarantee

   • Access high-quality, verified data at competitive prices, ensuring efficient allocation of your marketing and research budgets.

2. Seamless Integration

   • Integrate enriched sentiment data into your analytics, CRM, or marketing platforms via APIs or downloadable formats.
   • Simplify data management and accelerate decision-making processes.

3. Data Accuracy with AI Validation

   • Benefit from AI-driven validation for reliable insights into consumer attitudes, leading to more confident data-driven strategies.

4. Customizable and Scalable Solutions

   • Tailor datasets to focus on specific segments, regions, or interests, and scale as your business grows and evolves.

APIs for Enhanced Functionality:

1. Data Enrichment API

   • Enhance your existing consumer records with psychographic and sentiment insights, deepening your understanding of audience motivations.

2. Lead Generation API

   • Identify audience segments receptive to your messaging, streamlini...

At Accurate Append, we specialize in providing industry-leading US Segmentation Data solutions that empower businesses to connect with the right consumers.

Whether you’re aiming to enhance your marketing campaigns, refine your lead generation efforts, or enrich your customer data, our comprehensive dataset enables you to target the ideal audience based on demographics, wealth insights, donation history, and much more.

With a high match rate and flexible delivery options via batch processing or API integration, our data solutions are built to optimize your outreach, ensuring you achieve measurable results with greater precision.

Why Choose Accurate Append for Audience Targeting? Accurate Append stands out for its quality data, innovative delivery options, and dedicated support, ensuring that businesses can achieve the highest ROI from their marketing campaigns. Our data solutions are designed to help you:

Increase Engagement: Reach the consumers most likely to convert by targeting based on wealth, demographics, and past donation behavior. Boost Campaign Efficiency: Reduce wasted marketing efforts by ensuring your messaging reaches those with the highest potential to respond.

Refine Customer Retargeting: Use enriched data to better understand and re-engage existing customers, increasing lifetime value and retention. Enhance Lead Generation: Generate higher-quality leads with insights into consumers’ demographics and purchasing behaviors.

Expand Sales Opportunities: Reach new segments of your audience with detailed data that can inform upselling, cross-selling, and new product launches.

Key Features of Our Audience Targeting Data Accurate Append’s US audience targeting dataset includes a wide range of attributes, allowing for detailed segmentation and custom targeting that aligns with your specific needs:

Demographic Data: Including age, gender, education level, marital status, homeownership, and more, enabling you to tailor campaigns to match your desired consumer profile.

Wealth Insights: Identify high-net-worth individuals to direct your premium offerings and luxury services toward the right audience. Data on estimated income, assets, and property values help you focus on affluent segments.

Donation History: Target charitable givers and donors with campaigns that resonate. Understanding an individual’s donation history can help you align your messaging with their values and interests.

Geographic Data: Access granular location data to enhance your local or regional campaigns, whether you’re targeting customers by state, city, or neighborhood.

Psychographic Data: Leverage behavioral and lifestyle data to further segment your audience based on interests, activities, and purchase patterns.

Flexible Delivery Options: Batch Processing and API Integration

We understand that every business has unique workflows and requirements. That’s why Accurate Append offers two flexible delivery methods to ensure seamless integration with your existing systems:

Batch Data Delivery: Ideal for businesses needing large-scale data appending or updating. Send us your file, and we’ll return it enriched with the latest audience targeting data.

Real-Time API Access: For those looking for instant data, our API allows you to connect directly with Accurate Append’s database. This is perfect for applications requiring real-time updates, CRM integration, or instant lead qualification.

Use Cases of Audience Targeting Data Accurate Append’s data solutions can be applied across a variety of use cases, enhancing the performance of your marketing efforts and business strategies:

Email Marketing Campaigns: Improve open rates and engagement by sending targeted emails to recipients based on their wealth, demographics, and donation history.

Telemarketing: Enhance the effectiveness of your outbound calling campaigns by focusing on high-quality leads, increasing the likelihood of conversions.

Customer Data Enrichment: Augment your existing CRM records with additional demographic, wealth, and behavioral data to create more complete customer profiles.

Lead Generation: Generate new leads by identifying key audience segments most likely to respond to your offers. Whether you’re selling products or services, our data can help you find the right buyers.

Customer Retargeting: Re-engage past customers or those who have shown interest in your brand. By using enriched data, you can tailor your messaging to their specific interests, driving repeat business.

Accurate Append’s audience targeting data is your key to reaching the right consumers and driving successful marketing campaigns. Whether you’re targeting high-net-worth individuals, seeking to enhance your CRM data, or running telemarketing and email campaigns, our robust dataset and flexible delivery options will ensure you get the most out of your marketing efforts.

For businesses looking to achieve accurate data and amazin...

Guava Market size was valued at USD 500 Million in 2023 and is projected to reach USD 760.4 Million by 2031, growing at a CAGR of 5.90% during the forecasted period 2024 to 2031.
Global Guava Market Drivers
The market drivers for the Guava Market can be influenced by various factors. These may include:

• Health Consciousness: Increasing awareness about the health benefits of guava, such as its high vitamin C content and antioxidant properties, boosts demand. Guava is recognized for its potential in improving digestion, boosting immunity, and reducing the risk of chronic diseases.
• Rising Demand for Exotic Fruits: As global consumers become more adventurous with their fruit choices, the demand for exotic fruits like guava is on the rise. This trend is particularly strong in regions where guava is not traditionally grown.

Global Guava Market Restraints
Several factors can act as restraints or challenges for the Guava Market. These may include:

• Climate Sensitivity: Guavas require specific climatic conditions to thrive, including warm temperatures and adequate rainfall. Changes in climate patterns or extreme weather events can adversely affect guava cultivation and yield.
• Pest and Disease Issues: Guava trees are susceptible to various pests and diseases, such as fruit flies and bacterial infections. These can lead to reduced fruit quality and quantity, impacting market supply.

Anger Room Market size was valued at USD 199.21 Million in 2023 and is projected to reach USD 314.65 Million by 2031, growing at a CAGR of 15.2% during the forecast period 2024-2031.

Global Anger Room Market Drivers

The market drivers for the Anger Room Market can be influenced by various factors. These may include:

Increasing Stress Levels and Mental Health Awareness: Modern lifestyles, work-related pressures, and ongoing global challenges contribute to rising stress levels. As awareness of mental health issues increases, so does the interest in alternative and experiential methods for stress relief. Anger Rooms offer a unique, immediate outlet for pent-up emotions.
Urbanization and Changing Social Dynamics:Urban environments can be particularly stressful due to crowding, noise, and fast-paced living conditions. With fewer open spaces for physical stress relief activities, Anger Rooms provide a convenient and novel solution for city dwellers looking to blow off steam.
Rising Disposable Income and Experience Economy:- As disposable incomes rise, people are increasingly willing to spend on unique and memorable experiences rather than material goods. Anger Rooms fit well into the ‘experience economy,’ where consumers seek activities that offer novelty, excitement, and emotional release.
Diversification of Entertainment Options: The entertainment and leisure industry is constantly evolving to meet the demands for diverse and engaging activities. Anger Rooms offer an innovative form of entertainment that differentiates itself from traditional options like cinemas, sports events, and amusement parks.
Influence of Media and Pop Culture:Media coverage, social media, and endorsements by influencers and celebrities can significantly boost the visibility and appeal of Anger Rooms. As more people share their experiences online, it generates curiosity and interest, leading to increased foot traffic.
Corporate Interest and Team-Building Activities: Companies are always on the lookout for new team-building activities. Anger Rooms provide a unique corporate retreat option where employees can relieve stress and bond through shared, unconventional experiences.
Availability of Customizable Packages: Many Anger Rooms offer customizable experiences tailored to various customer needs, such as themed rooms, different levels of destruction, and additional services like photography or video recording. This flexibility enhances customer satisfaction and repeat visits.
Seasonal and Thematic Promotions: Anger Rooms can capitalize on seasonal trends, holidays, and events to attract more customers. For example, around Halloween or Valentine’s Day, themed rooms can attract people looking for a fun and different way to celebrate.
Therapeutic Benefits: While primarily seen as a form of entertainment, Anger Rooms are increasingly being looked at for their therapeutic benefits in managing anger and stress. Collaboration with mental health professionals and offering guided sessions could open new avenues for growth.
Global Expansion and Franchising Opportunities: As the concept proves popular in more regions, franchising and global expansion can fuel further market growth. Entering new markets allows Anger Room businesses to tap into a broader customer base.

As of August 2019, 33.59 percent of Americans in bucket 1, which corresponds to traditional credit score of at least 740, were aged 50 to 69 years. They younger age range, 18 to 49 years, takes an increasing proportion of each bucket as scores decline. This proprietary data from Infutor shows the credit-worthiness of consumers. They utilized 1,500 proprietary demographic, psychographic, attitudinal, econometric and summarized credit attributes to build the GeoCredit Score database. GeoCredit scores ranges from A (higest traditional score value) to T (lowest traditional score value).

This is one of over 400 major media market consumer surveys which have been gifted to Washington State University (WSU) by Leigh Stowell & Company, Inc. of Seattle, Washington, USA. This is a market research firm which specializes in providing newspapers, television affiliates and cable operators with market segmentation research pertinent to consumer purchasing patterns and the effective marketing of goods and services to program audiences. The data in the Stowell Archive were collected via random digit dialing and computer-aided telephone interviews (CATI). Most of the surveys focus on the marketing needs of mass media clients and contain demographics, psychographics, media exposure information, and purchasing behavior data about consumers in major metropolitan areas of the United States and Canada starting in 1989. The sample sizes of the surveys range from 500 to 3,000 respondents, averaging 1,000 observations per study. Data are available at the respondent level, and all observations are keyed to zip code or other geographic identifiers. Additional surveys are anticipated, with over twenty new media marke t studies being donated annually. The University's relationship with Leigh Stowell & Company, Inc. was cultivated by Dr. Nicholas Lovrich, Director of WSU's Division of Governmental Studies and Services (DGSS) and by Dr. John Pierce, former Dean of the WSU College of Liberal Arts over the course of a decade. DGSS collaborated with WSU Libraries Digital Services to process the gifted data files into this digital archive which features powerful search and download capabilities. Further refinement of the archive in accordance with the Data Documentation Initiative is progressing with support from the Office of the Provost, the College of Liberal Arts and the WSU Libraries. It is important to note that the year indicated by the study's title is the year that the original survey was published, and is not necessarily the year in which the interviews were conducted. Refer to the metadata field "Dates of Collection" to di scern the interview dates of each specific survey. Refer also to date fields within the data file itself.

As of January 2025, 24.2 percent of Facebook users in the United States were aged between 25 and 34 years, making up Facebook’s largest audience in the country. Overall, 19 percent of users belonged to the 18 to 24-year age group. Does everyone in the U.S. use Facebook? In 2023, there were approximately 247 million Facebook users in the U.S., a figure which is projected to steadily increase, and reach 262.8 million by 2028. Social media users in the United States have a very high awareness of the social media giant. Expectedly, 94 percent of users had heard of the brand in 2023. Although the vast majority of U.S. social networkers knew of Facebook, the likeability of the platform was not so impressive at 68 percent. Nonetheless, usage, loyalty, and buzz around the brand remained relatively high. Facebook, Meta, and the metaverse A strategic rebranding from Facebook to Meta Platforms in late 2021 boded well for the company in Mark Zuckerberg’s attempt to be strongly linked to the metaverse, and to be considered more than just a social media company. According to a survey conducted in the U.S. in early 2022, Meta Platforms is the brand that Americans most associated with the metaverse.  

This map contains NYC administrative boundaries enriched with various demographics datasets.Learn more about Esri's Enrich Layer / Geoenrichment analysis tool.Learn more about Esri's Demographics, Psychographic, and Socioeconomic datasets.Search for a specific location or site using the search bar. Toggle layer visibility with the layer list. Click on a layer to see more information about the feature.

Basic demographic and psychographic characteristics by study arm (n = 1525).

Explore the demographics, psychographics, and geography of the cheese market. Discover why cheese is a popular dairy food with its range of flavors, nutritional benefits, and versatility. Learn about the growing demand for Western cuisine and how it is impacting cheese consumption worldwide.

As of August 2019, 43 percent of Americans aged 50 to 69 found themselves in bucket 1, which corresponds to traditional credit score of at least 740. The younger age range, 18 to 49 years, were less likely to be in this bucket, more likely to be in each of the lower-rated buckets. This proprietary data from Infutor shows the credit-worthiness of consumers. They utilized 1,500 proprietary demographic, psychographic, attitudinal, econometric and summarized credit attributes to build the GeoCredit Score database. GeoCredit scores ranges from A (higest traditional score value) to T (lowest traditional score value).

The Micro Segmentation Solution Market is anticipated to grow exponentially in the coming years, with a projected CAGR of 16.71% during the forecast period of 2025-2033. In 2025, the market was valued at USD 26.57 Billion, and is expected to reach a substantial valuation by 2033. This growth can be attributed to increasing demand for enhanced network security and data protection, as well as growing adoption of cloud-based solutions and services. Key drivers for the market include rising cyber threats, evolving regulatory landscape, and advancements in security technologies. The growing proliferation of Internet of Things (IoT) devices and the need for granular visibility and control over network traffic are also driving market growth. The market is segmented into various categories, such as solution type (behavioral, geographic, psychographic, demographic), deployment type (cloud-based, on-premises), industry vertical (IT and Telecom, Retail and Consumer Goods), organization size (SMEs), component (software, services), and region (North America, South America, Europe, Middle East & Africa, Asia Pacific). North America currently dominates the market, due to the presence of large enterprises and stringent regulatory requirements. However, Asia Pacific is expected to witness the highest growth in the coming years, driven by increasing investments in digital transformation and cloud adoption. Key drivers for this market are: AIpowered personalizationImproved customer engagementEnhanced customer insightDatadriven decision makingIncreased operational efficiency. Potential restraints include: Rising demand for personalization Advancements in technology Increasing adoption of cloudbased solutions Growing focus on customer experience Emergence of artificial intelligence AI and machine learning ML.

Influence of psychographic and socio-demographic characteristics on FRG preferences (seemingly unrelated regression coefficients).

The urgency of climate change mitigation calls for a profound shift in personal behavior. This paper investigates psycho-social correlates of extra mitigation behavior in response to climate change, while also testing for potential (unobserved) heterogeneity in European citizens' decision-making. A person's extra mitigation behavior in response to climate change is conceptualized—and differentiated from common mitigation behavior—as some people's broader and greater levels of behavioral engagement (compared to others) across specific self-reported mitigation actions and behavioral domains. Regression analyses highlight the importance of environmental psychographics (i.e., attitudes, motivations, and knowledge about climate change) and socio-demographics (especially country-level variables) in understanding extra mitigation behavior. By looking at the data through the lens of segmentation, significant heterogeneity is uncovered in the associations of attitudes and knowledge about climate change—but not in motivational or socio-demographic links—with extra mitigation behavior in response to climate change, across two groups of environmentally active respondents. The study has implications for promoting more ambitious behavioral responses to climate change, both at the individual level and across countries.

Sample description with regard to sociodemographic variables (n = 558).

This is one of over 400 major media market consumer surveys which have been gifted to Washington State University (WSU) by Leigh Stowell & Company, Inc. of Seattle, Washington, USA. This is a market research firm which specializes in providing newspapers, television affiliates and cable operators with market segmentation research pertinent to consumer purchasing patterns and the effective marketing of goods and services to program audiences. The data in the Stowell Archive were collected via random digit dialing and computer-aided telephone interviews (CATI). Most of the surveys focus on the marketing needs of mass media clients and contain demographics, psychographics, media exposure information, and purchasing behavior data about consumers in major metropolitan areas of the United States and Canada starting in 1989. The sample sizes of the surveys range from 500 to 3,000 respondents, averaging 1,000 observations per study. Data are available at the respondent level, and all observations are keyed to zip code or other geographic identifiers. Additional surveys are anticipated, with over twenty new media marke t studies being donated annually. The University's relationship with Leigh Stowell & Company, Inc. was cultivated by Dr. Nicholas Lovrich, Director of WSU's Division of Governmental Studies and Services (DGSS) and by Dr. John Pierce, former Dean of the WSU College of Liberal Arts over the course of a decade. DGSS collaborated with WSU Libraries Digital Services to process the gifted data files into this digital archive which features powerful search and download capabilities. Further refinement of the archive in accordance with the Data Documentation Initiative is progressing with support from the Office of the Provost, the College of Liberal Arts and the WSU Libraries. It is important to note that the year indicated by the study's title is the year that the original survey was published, and is not necessarily the year in which the interviews were conducted. Refer to the metadata field "Dates of Collection" to di scern the interview dates of each specific survey. Refer also to date fields within the data file itself.