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Claritas Financial and Insurance CLOUT: Exploring Claritas CLOUT in Data Planet Statistical Datasets

About Claritas

Claritas is a leading provider of intelligent marketing information and target marketing. Pioneering a technique for geo-demographic segmentation in the 1970s, Claritas provides information about people, households, and businesses within any geographic area in the United States. Today, Claritas offers over 60 marketing databases, consumer segmentation systems, consulting services and software applications for site analysis, advertising sales, and customer targeting services. 

About Claritas CLOUT

The Claritas Financial and Insurance CLOUT database allows users to identify the potential demand for financial and insurance products and services by geographic area in the United States.

The database has two components: 

​Financial CLOUT provides geography-based estimates of market penetration and user household dollar volume for more than 100 financial products and services, including basic banking and financial services such as checking, savings, CDs, investments, and insurance products, as well as additional services, such as investment management. The data have been generated using statistical models developed using data gathered from over 150,000 nationwide Claritas Financial Track survey interviews. The robust sample size allows for data modeling at geographic levels from ZIP+4 to national estimates. in the nation. Both current-year estimates and five-year projections are available.

Insurance CLOUT provides geography-based estimates of usage and consumption for over 300 insurance and annuity products and services. Insurance products covered include automobile; life; residential; medical (including supplemental and Medicare supplemental insurance) and vision; accidental death and dismemberment; disability; and long-term care policies. The product also presents channel information, premium information, and consumer attitudes towards insurance. This dataset is generated using statistical models developed from the most current available Claritas Insurance Track survey and Claritas Pop-Facts demographic information. Claritas Insurance Track is an extensive online survey fielded across a national consumer panel of approximately 35,000 households every other year. The robust sample size allows for data modeling at geographic levels from ZIP+4 to national estimates. Both current-year estimates and five-year projections are available.

Exploring Claritas CLOUT in Data Planet

In Data Planet Statistical Datasets, the statistics in the Claritas Consumer Financial and Insurance CLOUT indicators may be viewed as ranking, map, and pie charts. Each chart type has options that allow you to customize the visualization. Click on Chart Options in the center tool bar to open a dialog and experiment with options:

IDs chart options icon location on Data Planet interface


The implementation of Claritas Financial and Insurance CLOUT datasets in Data Planet Statistical Datasets allows you to compare indicators across states, counties, zip codes, and census tracts, so be sure to explore the many options available to do so. To select multiple indicators, hold down the control (Ctrl) key when clicking on the second (or third) item on the indicator tree. For more information on selecting data for viewing, see chart below uses data from Claritas Financial CLOUT and the American Community Survey, 5-year estimates, to show estimated count of households that have student loan obligations in relation to estimates of total count of households in 10 states:

estimated count of households that have student loan obligations in relation to Total count of households in 10 states

You can learn more about the indicator, dataset, and source by viewing the descriptive information that appears below the chart, example below. These summaries can be exported with the graph by clicking on the Export link in the menu bar above the chart and selecting View/Print DataSheet, PDF, or PowerPoint. The Create DOI link allows you to create a DOI that ensures that each time you reference the data in a paper or elsewhere that the reader can view the exact view of the DataSheet at the time you created it. For more information on DOIs, click here

Screen grab featuring the source, dataset, and indicator descriptions and other metadata for a dataset from Claritas.

See additional examples in this guide and create your own using other indicators and geographies. Keep in mind that the graphs you create do not necessarily imply causality: the results may suggest a potential relationship between the variables you select, which may be an interesting line of inquiry for your own research.


Output Types

There are many ways to deliver data from Data Planet Statistical Datasets using the Export button located on the menu bar:

The options allow you to export data for manipulation in other programs, infographics for use in work products, and pdfs of data views, and more. 

Export Data

If you want to export the underlying data, use Excel, Delimited Text, SAS, or XML options. All of these options allow users to download the data into different programs (spreadsheets and a statistical software package) and manipulate it there. If you have used the Calculator feature to create formulas for additional data points, these data points are downloaded, as well.

The option to download to a Shapefile (only available for map views) allows users to export the map information to software that displays maps to ESRI requirements.

If you need to export data for importing into statistical software program(s), consult the documentation provided for that program. Available export formats for Data Planet Statistical Datasets include Delimited Text, Excel, and SAS, which can be imported into these common software programs, as below:

SPSS (Delimited Text and Excel)
STAT (Excel)

Please let us know if there are other programs you use that it would be helpful for us to export. Contact us here


There are four options for exporting the charts you create and the accompanying descriptions:

  • PDF - from the Export menu
  • DataSheets - by creating a DOI link that resolves to a view that can be printed (using browser or keyboard options, eg, Ctrl P) 
  • Embeds - generate an embed code that can be entered in your own web applications (eg, a website, LibGuide, WordPress blog, etc.). See below for more detail.

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