 Good afternoon. Y'all are my third cluster session of the day, so I'm hoping to keep it fresh and as energetic as possible. We'll see. Usually energy kind of wanes when you've done this a couple times, so I'll do my best. Once again, I'm Chad Boninger. I am the business librarian and head of user services for the libraries. And so y'all are venturing into project two, which is actually my favorite part of the cluster research process. And the reason I like it is because, one, y'all get to choose something, you know, kind of in the industry that you're interested in doing, right? And two, I think in order to be successful, there's a handful of tools I'm going to show you today that I highly recommend that you use, all right? And what's interesting about these tools is they kind of elevate your research skills kind of to the next level because, you know, these tools, you can't simply just type in, you know, travel industry or tourism or whatever and get something, right? You've got to, you got to know a little bit about the industry, which y'all already do, right? And then you've got to go in and kind of navigate the tools and find available information. I use the word available intentionally, available information that you can use to tell your story, okay? To tell your story about your consumer, you know, the demand of your particular business concept as well as if you choose a particular physical location, like why you chose that place, right? So now I mentioned I used the word available intentionally because, you know, as you're doing new business concepts, you're not going to have a, you know, a nugget of information for every single like idea that you want to do, right? You know, so you have to kind of use available, available content, right? So as example, let's say I want to start a bicycle tour business, like in Chattanooga, Tennessee, okay? I'll use this as my examples, I go through some of these tools. There's not really data or demographic data we have available for the Chattanooga, Tennessee area on the number of people who would like to do a bicycle tour, okay? But we can find information on the number of people who actually ride bicycles regularly for exercise and leisure and that kind of stuff. So I could use that kind of nugget information to, you know, add to my story about, you know, why I want to choose this location for this particular, you know, bicycle tour concept, you will. Okay, that's just one example, right? So you're just going to have to look at available information and use that to your best of your ability, okay? So I'll go ahead and share my screen and we'll get started looking at some of these resources. And once again, we'll go off of my travel and tourism industry guide. And for the sake of what we're working on today, we're going to spend all of our time looking at the local market info tab. We did not talk about this tab at our last session together, mainly because, you know, most of these tools in this area aren't used to the extent that they are for local market information. So you would not have used them that much for P1, okay? So the tools in this area will help you to look at, you know, local industry ratios and statistics for industries in a local market, as well as, you know, potentially identify competitors or industry peers in the market, all right? Also look at general demographics for the region that you might want to operate in, as well as look at potential consumer demand and that kind of stuff, okay? So we're going to start with a database called BizMiner. And what BizMiner does, they aggregate industry information, a lot of financial information for companies in a particular industry in locations, okay? And then they anonymize that data and they present it using kind of industry averages and this kind of stuff, okay? So for my example, I'm just going to search for tour. And I'm going to find information just for like tour operators, right? So now if you are doing, again, if you're doing like a, you know, Cheds, if I was going to do Cheds, a beer hall and brewery tour, right? There's not anything in here for brewery tours, but there is stuff for winery tours, which might be relevant, right? There's also information here just on the brewery industry in particular locations. So we could use that potentially as a proxy, as a substitute for telling our story, right? To add to my information that basically I used to say this is why this business concept is going to work or whatever, right? So you do see a search for tour gives us all kinds of stuff. You can also go in, if you were in here and didn't search, you could also click on all industry tools here and then go through and kind of browse by industry, okay? So here's like, accommodation and food service or arts and recreation. You can kind of go through and browse through these areas to find relevant things that would pertain to your industry, okay? So let me go back to my search here and we'll search for tour again. You can see that tour operators is in the area of 561520. So now that you know that, you could go back to the home page and go to all industry search tools. And so here's your 56. I don't know why they put it at administrative support, waste or mediation. That's really bizarre. But if we do 56, you know, here's your travel arrangement and recreation services, right? Other services, other support services, this kind of stuff. So you can kind of see, here's our tour operators, travel agencies, things like that. So you can kind of see how it's organized by industry code in those areas, okay? So back to our tour operators. And lookie there, there is a bicycle tour. What do you know? That's cool, okay? I have no idea what a travel escort service is. That sounds kind of nefarious to me. I'm not sure what that's all about. So we'll skip that one. So let's go into tour operators. And you can see there's about 8401 establishments in BizMiner in the U.S. that they're working with for our data, okay? So I'm going to do show reports here, all right? Now in here for the cluster experience, I tend to point people to these two reports on the right side first and then look at potentially this U.S. industry report later on, okay? So the way this works for all of them, you basically just go in and I'll just kind of show you how this works for this one. And then I've got a sample of each open already because they do take a little bit to generate these reports. So a little bit of time to generate these reports. So I'll select a market area here and you can see because we've got 8400 companies to work with, we can look at states, we can look at cities. We could go in and look at a county market if the county is big enough to have multiple establishments to measure, to look at, right? You can also do a radius and what a radius would be is you basically say this is my pinpoint on the map, right? And I want to look at all of the companies that are in that circle around my around my pinpoint on the map up to 25, 100 miles, 50 miles, whatever, right? So for the sake of our interest, we're just going to look at the state of Ohio and we'll go down and grab Ohio here. And we'll click access now. Now I have been noticing that this is acting a little bit goofy. You click on it. It doesn't look like it's doing anything, but it actually is working. It's just not, you don't see a loading button or anything like that, but it will eventually take you to this next page here. And what we're looking for, you can see there's multiple formats of this report. There's a CEL file, there's a PDF version, and there's an HTML version. I usually use the HTML version to start with and what that looks like. I've already got one open because they can take a little bit of a couple of minutes to actually generate the report, but they open up and they look like this. And so this is the industry market report for tour operators within the state of Ohio. And they open up just like this. And the first thing I would encourage you to do, you see it opens up in the competitors tab as a default, is first to look at the map. And I actually usually don't actually use the map too much. I actually spend more time looking at the names of some of the companies that they're classifying into this industry. So here we see there's a student travel company, there's Lone Wolf Charters, there is apparently a historical church tour. That's interesting. We have Columbus Brew Adventures. We've got Lake Erie Fishing Charters. That sounds like a tour company. Mina or Mina Tours and Travels, different companies like that. So we know we're kind of on the right path here looking at these companies. Now this gives you an idea potentially to kind of brainstorm types of businesses that you might want to do your project about, as well as look at potential competitors or peers in the industry in a particular location. Now each of these will have a little bit of information here. You can see they give you a broad sales bracket because we're dealing with small privately held companies. They can't give you exact sales information because that's private. However, they can give you kind of a band in which this company is expected to be in as far as the size of its revenues and such. So you can use this to kind of look at other companies in the area. And I'll show you another place to look at here in a second. I'm actually going to write down that Tree Frog Canopy Tours to see if I can't find that company in another database here in a second, Tree Frog Canopy. So try to find more information on that company. We also have Columbus Brew Adventures. We might try that one too if that one doesn't work out. Okay, so up here we also have things like the market. And this breaks it down by the total size of the industry and small businesses and startups. And you can see here's the total industry market volume for startups, for example, within the overall larger industry. You also have sales information. So it kind of breaks it down like what an average site looks like. So an average site is $1.2 million in 2020. Probably if you want to go back to a normal time, if you will, look at 2019 was $1.5 million and startups were like $1.4 million. That's worth it. That's an average annual sales. Okay, speaking of startups, we can go over here to this tab over here in the right middle and look at startups here. Here we see that there were 10 startups in 2019, four in 2020. And you can see the overall market share here of what those, what percent of the market those startups took in that year. Okay, so that gives you some good information there. It's a good way to kind of basically to adjust your expectations to make sure you're not coming out of the gate thinking, well, my company is going to make $5 million in the first year. If you said that, you know, we could look at something like this and be like probably not likely at least in this industry, right, based on the industry averages across the board, right? So in addition to startup performance, we also have cessation, which is basically firms that are either going out of business or exiting the business area. Okay, so you have information for that kind of stuff as well. Okay, likewise, you've got, you know, how many people these companies typically employ, all kinds of other stuff that you can look at within here. Okay, the other report that you can look at, and this is one of the ones that was, let me go back a few pages here. See, go back, went back too far, I think. Yes, you did. Yeah, so the other report that I'd recommend you looking at from the start is this competitive market narrative. What these give you is basically similar information to what we have in the kind of the map view thing, but with a lot more kind of like textual analysis that kind of gives you some more perspective on the local industry conditions for that industry in that local market that you're looking at. Okay, so it'll compare basically the local market to US averages, right? So that's a pretty cool way of looking at it. So here we see so pretty good stuff that you can find in there. Okay, so here we have just basically annual sales information, all kinds of stuff that you can look at as far as how the industry is performing. Okay, finally back here, I'm not going to go into it for the sake of time, but these financial reports are really good. If you're looking at things like how much does a company typically spend on wages or advertising or their inventory, that kind of stuff, right? So their costs of doing business, right? Costs of sales, which would be their equipment that they rent or stuff like that, right? So that would be under this, typically under this US industry financial reports as well. Okay. All right, so now I'm going to go into merchant intellect. And now that we have an idea as far as what the local industry conditions are like, we might want to drill down a bit more and look at specific companies in the industry to try to figure out who some of the dominant players are, what their overall market share might be, as well as some other information about some of the companies or peers in the industry. So we can use merchant intellect for that. There's a couple of different ways to use it. One, we can go up here and let's try to search for that company I wrote down earlier, Tree Frog Canopy. All right, so here's Tree Frog Canopy Tours. Looks like there's a couple different ones in Ohio. We'll just choose one here. We'll choose the one making the most money. All right. So here we have this company. We have, notice down here, we've got a NAICS code and an SIC code. These are what we'll use here in a second to try to figure out if we can find other companies similar to this one in our location. We also have sales. Now these are sales estimates, but it's at least closer than what we found over there in in BizMiner because these over here were just basically an overall kind of average, if you will. So we have something that's a little bit closer to the actual sales information. How many employees they have? We also have things like the year of founding, how long they've been in business. So that's pretty cool. So we know kind of what we're up against as far as competitors in the area, as far as if we're looking at companies that have been in the area a long time, we might have a harder time of our company taking root. So there's all kinds of stuff you can find here for these companies. Again, we have a website that we can look at for the company to see what else kind of information that they, whether kind of business the company does, that's worth it. So we could do that over and over again, but it's not very time-infective. So what I'm going to do to find multiple companies kind of in the same business is I'm going to go back to the homepage here and I'm going to go down to Advanced Search. And what I want to do is basically build a list of all the tour operators or tour companies, similar kind of companies in the state of Ohio. Actually, for my example, for this example, I'll do National Tennessee just for a different example. So I'm going to go and first look at industry here. And I'm going to start with this SIC keyword search here. All right. So I'm going to go and search for tour and just let us do its thing here. All right. So here we have tour operators. Okay. And we also have, if we scroll down here, tours conducted. Okay. We also have tour and guide services. Okay. So we might want to do, repeat this same search that I'm going to do in a couple different ways using some of the different industry codes. Okay. And all these codes are doing, they're basically a label that the database sticks to a company. And so when we go in and say, hey, show me all the tour and guide services companies, it's going to extract those for us in a list. Okay. So you can kind of use that. All right. You can also go, you can use the keyword search. Right. But you can also go under this SIC tree here. Okay. And so if we're under the services here. Okay. And here is our, where we were at amusement and recreation services. Okay. And let's see. Here is our, not elsewhere classified. Okay. And here we have, let's see, tour and guide services. Right. So we could go in and kind of browse this way. And here we see we've got hunting guides, rafting tours, trail guides, all this kind of stuff as well. Okay. So that's one area we might look for companies in the, or industries and companies in the, in an industry. Okay. We also see there was another code that we saw that was a for transportation and it was under transportation services for seven. And here we have tour operators and travel agencies. Okay. So you can kind of see there's, there's multiple ways to, to find probably similar or overlapping information. Okay. So I want to do tour operators just for my example here. And once we have that selected, we scroll down and we add to our criteria. All right. This finds approximately 24,000 companies in the US who Mergent Intellect says are engaged in this business. We don't want to look for through 24,000 companies. So we're going to limit this down by locations. Let's do location here. And let's start off looking at state. And we'll look at Tennessee. And we will add that to our criteria. Now we're down to 441. And if we go back up and do city. And let's look for Nashville. Okay. Now bear in mind, this is going to find companies with the address of Nashville, Tennessee. It won't find companies just outside of Nashville, like where my brother lives in Franklin, Tennessee, because that's a Franklin, Tennessee address, not a national Tennessee address. Okay. So we wanted to get something better, you know, more broad. We might want to do either a radius search or a metro area search. Okay. So just bear that in mind. Okay. So let me do Nashville add that to my criteria. Now I've got 156 companies. I'm pretty satisfied with that. And now I can go in and search for tour operator companies in Nashville, Tennessee and get this list of 156 companies. Okay. Now we could go in and select each individual one and find information about each one. But that's going to take a lot of time for 156 companies. Okay. So what I want to do is go over here and use this build files menu on the right hand side to go in and create a list and extract whatever data I want to from these company records. Okay. So before I do that, I've got to go and select all the companies. And then I can go up here and click on the build files up here in the top right of the screen. This is going to open up another menu. And from here, if I just went down and click submit, I'm going to get a ton of stuff I probably don't want or need. And I'm going to have an Excel sheet that's like five miles wide. Right. I don't really want that because I'm going to wind up hiding all those columns that I don't need anyway. So what I'm going to do is choose fields. And this allows, it basically clears everything out and allows me to choose what I want to choose for my particular report. All right. Now obviously, I want the company name. I mentioned before, I like to know when the company was founded because I want to know if I'm up against new companies or companies that have been there a long time. Right. We might want to get their website. Here's our web address over here. You can see there's all kinds of stuff we can look at. I'm also going to look at maybe their physical address. And we want to compare sales and how many employees they have. Just so we're comparing, you know, sizes of companies in the area. Okay. And if we keep scrolling down here, we do see there's a lot of financial information. Don't get too excited about this because this is mostly mostly applies to publicly traded companies. And most of our companies we're going to be looking at are not publicly traded. So we're going to be basically getting estimated sales. And that's about it. Okay. However, down here at the bottom, I do want to point out there's this executive information. Okay. And this is a good place. I'm going to select all these here. This is a good place if you are going to put together a call list or a contact list or an email list or something, phone list to send your catalog to or to call on a company to sell something to them. Or even as a student, maybe email people in the industry in a business to say, hey, what are the conditions like in that area? Let them know you're a student, of course, but you can contact some companies and say, hey, I'm doing this assignment. You might ask an answer a few questions. Here's what I got, right? Okay. This is also a good way if you are interested in pursuing employment in a particular city in a particular location, you can do the same search that I did and find a list of some major companies in the area in a particular industry that you're interested in working. And now you've got a list of people once we generate this who you might contact with your resume or whatever and say, hey, what kind of employment opportunities are available at your company right now. So it's not only good for project research, but it's also good for life research as well. Okay. So I want to call this tour three. And we will build my file here. And what will happen is this will give me an opportunity to download my file or email it to myself. Sometimes if your file is too big, you only have the option to email it because it's got to do the crunching on the backside. And so what this gives us is an Excel file. We'll say yes here. That basically looks like this. So we have now we've got my everything I'm asked for for it. I've got the company name. I've got a web address. I've got the year of founding, right? I've got sales. And I've got, you know, how many employees that they have, right, for the company, right? So I can use this as a way to kind of identify some of the major players in the industry in the field or in the in the particular market. Okay. In this case, National Tennessee. Okay. So it's a really cool feature, a really cool way to kind of go in and find information. All right. And now we've down below we have a sheet here in our workbook for the exact information. And so now we see information about some of the executives, right? And who, you know, what their names are. Here's Laura Ellis. She's the president. That's her phone number of, I think it's Mom Enterprises Corporated, right? So it's a pretty cool way to find people who you might contact within the industry. All right. Okay. So the last one I'll show you here is a database called Simply Analytics. And the name Simply Analytics is a little bit of a misnomer because it's not really too simply easy to use. But in a matter of fact, if you get stuck using this thing, you can ask me questions. But if you want to learn your own, I have a tips and tricks guide that's linked everywhere that Simply Analytics is linked that basically gives you the ins and outs of how to create reports, how to map data, how to use, you know, business data within the database. Okay. So you can use that if you wanted to kind of learn it your own pace. These have, you know, step-by-step instructions as well as some videos that will kind of walk you through that kind of stuff. Okay. All right. When you first get to Simply Analytics, you can sign in as a guest. I would encourage you to create your own account using your Ohio ID or Ohio email address and whatever password you want. I'm going to log in as me here. And my account has been taking a little bit to log in. I'm not sure why, but we will, hopefully, it loads quicker than it has for our previous classes. It's going to do this little thing again, I think. It will eventually load. While it is loading, I am going to save a little bit of time. And, you know, since we're waiting on that to do its thing, I do want to highlight, again, the get help from Chad tab. If you need help, feel free to reach out to me. Probably for project two, most of your questions are probably best addressed in an appointment. Okay. And so that'll take you to my page where you can schedule either an online or in-person appointment. My calendar currently books out. Right now, we're basically booking out 24 hours in advance or so. Okay. So just bear that in mind. Right. So if your project is due at Friday night, it's going to be hard to book a time, you know, Friday during the day if you wait until Thursday. Right. So definitely make sure you do that at well in advance. Okay. Be glad to help you. Just make sure you schedule enough time in advance to do that kind of stuff. Okay. So this is what I was working on last time. And, you know, remember what I was working on, which is kind of cool because I don't have to go back and repeat the process, even though I am going to repeat the process for the sake of this demonstration. So you can see I built a comparison table. Let's just say I was trying to do a bicycle tour company and I was kind of stuck between Chattanooga, Tennessee, which is my hometown, and Columbus, Ohio. Okay. So what I did is I went through and I built a comparison table comparing a few variables that I think might be important for me to use to tell my story on whether I want to choose Chattanooga or Columbus for my tour company. Right. So here we have data on the number of people who are projected to have gone, you know, participated in mountain biking or rode cycling in the last 12 months. The percent of the population who are projected to engage in the activity, right? And then we have people who participated like every chance they get. So these are your hardcore cyclists, right? So this reads like, you know, according to the data, the mathematical projection, that kind of stuff. In Chattanooga, Tennessee, 2.57 percent of the population is projected to have said I really like to bicycle every chance I get versus 2.74 percent in Columbus, Ohio, versus the national average of 2.7 percent. Okay. So we're going to look at this like this. All right. Now, I want to start a new project to kind of show you how this works. And the way Simply Analytics works, it's location based. So you got to start off first with your location. And so I'm going to do Chattanooga, Tennessee. And I'm not going to choose this Nielsen section. I'm going to show you how to use that Nielsen data here in another search here in just a second. I'm going to use do Chattanooga, Tennessee right here. And I'm going to do Columbus, Ohio. Same thing. Just go look at the city. Okay. Now, we can also do, we can also do zip codes. So we can do the zip code, like for example, where my parents live, we can also do counties. So anything that's got a location, we can do this. So I'm going to do next here. And the database doesn't want to start you off with just like a staring on an empty screen. So it will give you these seed variables. Now, typically, I will usually choose household income, maybe per capita income, a couple of different things here. And then create my project. Now, simply analytics used to be called simply map. And so the default loading screen, once you load the thing is actually a map, but we're going to move past the map and come back to it in a little bit. Okay. What I want to show you is here's this quick report tab here. Okay. So we've got quick report. So if you're just getting started, you want to know what kind of like maybe demographic stuff you might be will gather for your local market. This is a great place to start here in the quick report. And what I like about this is that you can kind of go down the list of some of the most common available demographic content and kind of select which ones you want to look at further. Okay. So right now we're looking at Chattanooga, Tennessee, to Franklin County, to all these things. And let's say, you know what, I'm going to really market my bicycle tour service to people maybe age, let's do 35 to 44, and then 45 to 54. Okay. So we'll do that. And then if we scroll down, we see there's information about race. And let's look for maybe, I think maybe the hardcore people who would want to go my bike tours because they're going to be pretty long bike tours. And typically the people who like to ride longer typically have a better bike and that typically costs more money. So I'm trying to think that maybe those people might be a little bit wealthier. So I'm going to look for people in that kind of wealthier, wealthier band. Okay. And then those wealthier people probably tend to be a little bit more educated. So I'm going to look at people who have a bachelor's degree. Okay. All right. So you can kind of go down and see some more stuff. So all right. So once we're satisfied there, if I go over to my comparison table, I'm like, Hey, what happened? I just added all that stuff over here. What happened? Well, I basically kind of put that stuff in my shopping cart, but I didn't actually put it in my report. Okay. So I'm going to go up here under this view actions and basically edit my view or grab stuff from my shopping cart, if you will. Okay. So you can see all this stuff is now down here. So I'm going to select, I'm actually going to get rid of that stuff and just kind of simplify some things. And let's look at per capita ink. Let's look at my age group. And let's look at my number and percent who are in a particular income band. Okay. And we'll look at our educational level as well. Okay. And I don't really want to look at, actually, I'm going to leave that in there just to kind of show you what you can do here. Let's leave that there for a second. Click done. Okay. Now we've got a little bit simpler grouping here of my variables. Let's say, you know, if I don't want the number, but just want the percentage, I can click here, remove that from our reports, etc. Okay. So I can just do that kind of stuff. And I'll do that for a couple of these things just to kind of make our list a little bit more easy to navigate here. And likewise over here, let's say I want to look at the zip code first before the city. You can kind of move things around that way. That way you're looking at things in a way that makes sense to you. I'm going to get rid of my zip code here for the time being and get rid of Franklin County as well. Okay. All right. So we've got some data here. Now I want to look at my bicycle component. I want to look at information about people who do bicycling. So I'm going to search for a bicycle under the data tab here. All right. So I searched for bicycle. And so I've got stuff for transportation to work. I don't really don't want that. The people who have a taxi cab or ride a taxi cab or bike to work, that kind of stuff. Oh, here's what I want. Over here on the left-hand side, I see there's information for consumer behavior. So let's look there. And here we see we've got consumer expenditure on bicycles, which may be interesting. We've got people who watched bicycling on TV in the last 12 months. That would probably be me because I like to watch the Tour de France every single summer in July. If we scroll down some more, here we see people and the number of people who said they participate in road or mountain biking or in the last 12 months. Let's grab those people. I don't really care for the stationary folks because that might be a pretty boring bicycle tour. We're all sitting in the same room. But if we scroll down some more, here we have information for people who participate in a sport. And a matter of fact, these folks said they participate every chance they get. So this is my hardcore cyclist. So this might be my bike tour, folks. Or maybe it might be people who only do it occasionally. So let's do that. Let's do the occasional people. So let's do a number who do it occasionally and percent. And we'll close that out and see now we've clicked on those. We now have our variables here. So here we have the percentage of people in each area who said they did bicycling in the last 12 months. So in this case, we're looking at this information. We might say, you know what, Columbus might be the winner here. We've got 13.8 percent of the population is said to or projected to have participated in cycling in the last 12 months versus 11.7 percent of the total adult population in the U.S. If we look at occasionally, again, Columbus wins here. 5.9 percent versus 5 percent versus Chattanooga 3 percent. So pretty good information that we can find there to kind of better analyze our local market. Now, what we can also do with this data is let's say we're opening a shop that's going to be the place where we're going to want to try to figure out where we're going to launch our bikes from. So I'm going to go over here to this map. And if you know anything about cities and city boundaries and that kind of stuff, they just kind of look nasty, right? Because they're artificially drawn. So if I'm just limiting myself to a city, there's nothing to prevent somebody from over here outside the city limits to coming to partake of Chad's bicycle tour. So what I really want is maybe people in the neighborhood of 25 to 50 miles away who are going to come in and partake of my bicycle tour company, okay? So what I'm going to do is go up here under locations and make my own custom kind of radius location, right? So people who are within like an hour to two hour drive, okay? So I'm going to go up here and do locations and I'll do custom location here. And what I want to do is grab, I'm just going to grab a random address. I'm going to grab the REI from Chattanooga random address. You can see I was indeed there like three weeks ago. Thanks Google for knowing where I am at all times. So we will just choose this as my center, if you will, okay? So let me go back to my tab here and we will do a create a new radius location, okay? And I will do a location search here and then do an address search. All right, you'll see once I do that, it finds Hamilton County, Tennessee, the big area, then it finds Chattanooga, Tennessee, the smaller area, the zip code in which it operates. That's the same zip code as my parents, by the way. We have the census track, which is a smaller region, and then the block group. The block group is basically the smallest chunk of land that's available in here, okay? So we're going to do, we're going to do block group here and we're going to maybe do a radius of like, let's do, I don't know, let's do 100 miles, just for giggles, okay? And we will call this a two hour drive to Chad's bike tour, okay? You know, thinking like if I do take people on a 25 mile bike tour, you know, they can drive over in the morning from wherever and then still have energy left to drive back late that night without having to do a hotel, right? So I will save that and you can see it'll go in and do this Chad's bike tour, right? And so you can see it segues over into Alabama, into Georgia, into Tennessee. It's one of the reasons that Chattanooga is called the tri-state area right there. So you can kind of see we're also getting into some middle Tennessee area as well, okay? Now, I don't really like the way this thing looks. I also am going to customize a couple things. Right now, we're looking at just the total population up here in the top left. I can change this to any of the variables that I've already searched for. And so in this case, if I scroll down and find a percentage of people who like to occasionally participate in road or mountain bicycling, let's do that percentage of that, okay? And so now we've got a different looking map because we're looking at a different looking variable, okay? Now, I don't like this color here. I'm going to go here and edit this thing. And first thing I want to do is go in and change this classification method here. This seems kind of fancy, it's really not. All it's doing is changing these numerical ranges here. And if you change these numerical ranges, you may get a prettier, more vibrant map that shows the data more effectively, okay? So I'm going to change this to maybe let's do natural breaks local to see if that does something different here. Yeah, that's not too bad, okay? So that's got us a different color map. We don't have as much white in the map, right? And then we can change our color scheme. Let's do a nice kind of purplish, right? And you can kind of see where, you know, it looks okay, but what we can do over here now is we can click on individual colors and change these a little bit. So, you know, we can kind of go in, you can kind of make something really nasty if you're not careful, but you can go in and change these colors to match like whatever your branding might be, right? And the reason you might want to do that is because once you've got this map set up how we want to, let's go and look at, let's see, if you, we can show map labels as well. So now we're going to show like zip codes, I think, or counties. So here we're showing counties, right? So once we do that, we can click done here, and then we can export this thing, all right? This is kind of cool. We can go and export our map, and I'm going to move this a little bit like this way. Actually, let's go, let's go that way. Keep some of that color over there. We'll go that way, and then we'll continue to our layout. And I don't want my index here in the, I'm going to move this down here, right? And then we can go up and add a text label on the left-hand side here and call this Chad's Bike Tour Customers. Okay, and we can drag this up here, and you can also go in and change lots of colors, and that kind of stuff appears well, okay? So then we can do that. We export it. We've got a nice little homemade map with some data from Simply Analytics, okay? So that's another way to use this thing, okay? All right, now the final way I want to look at this is whether I'm in a new project or I'm in an existing project, I'm going to look for a button called New View, okay? So right here, I'm going to go over here and click on New View, and it's going to bring up this menu here. And if you're just starting out, you can just open up a brand new screen in Simply Analytics, it might just open this thing up by default, okay? So I'm going to scroll down, and at the very, very bottom right, there's this thing called Scarborough Cross Tab Tables, okay? So I'm going to go over here and create this thing. Now the thing about this Scarborough Cross Tab data, it kind of lives apart from all the other stuff that we've already done, and I'll show you what I mean here in just a second. The first thing you do is you have to go in and select a location, and you'll notice that they already have predefined locations that I have to choose from. I can't go in and choose Athens, Ohio. Athens, Ohio is not available in here, okay? These are Scarborough designated market areas, DMAs, that's what that is stands for, okay? If I wanted to Athens, Ohio, I'd have to choose like the next closest city, which would be Columbus, Ohio, DMA, okay? And matter of fact, Athens is within the Columbus, Ohio DMA, okay? And if you think of these DMAs, they're basically, for lack of a better way to explain it, it's basically where you could probably get television from, like, you know, we get like Columbus News or whatever, you know, Columbus Television in Athens, Ohio. So basically it's, it's kind of, that's the designated market essentially, right? So it's kind of a dumb down way of approaching it, but it basically works like that, okay? So we have, here we have Columbus, Ohio, let's look at Chattanooga, Tennessee for my example here. All right, now you'll see over here all that stuff that I've done before is grayed out, okay? That's because all that data is separate from the Scarborough thing, okay? The Scarborough thing, excuse me, we're going to be, we're just going to be looking specifically at Scarborough data within this part of the database, okay? So we're going to go here and click on data. Oops, let me, all right, we got Chattanooga, Tennessee, we're going to click on data here, and I'm going to go in and browse this data folder thing, okay? So here's this, here's this data folder, and I'm going to click one more time to look at the Nielsen Crosstab data. And the reason I did that is for this particular project, there's this whole section for activities and travel the past 12 months, okay? So if I look at information in here, here we have things like, and this is all data for people from Chattanooga, Tennessee, which is pretty awesome, okay? So here we see events attended or places visited in the last 12 months, okay? So let's just look at this. If we're looking for anything related to travel or whatever in the area, okay? So here we have, and this isn't necessarily related to my bicycle example, by the way, okay? So this is related to the fact that with this SCARBO data, you're able to get specific information that is only available or known about that local market, okay? As example, if we scroll all the way down here to the bottom, well, if we keep scrolling down, we see that this is the activities or travel of past 12 months, people who've been to Dollywood, which is Dolly Parton's theme park in Pigeon Forest, Tennessee, near Gatlinburg, what percentage of population has been there from Chattanooga, okay? If we scroll down some more, here we have, have you been to the Ironman triathlon, okay? Chattanooga has an Ironman triathlon every, not that they participated in it, right? But they've been to it and watched it or whatnot, okay? If we scroll down some more, if you've been to the Tennessee Aquarium, Chattanooga is a fantastic freshwater aquarium. Or if you've been to Times Square, I guess enough people in Chattanooga have been to New York, there's a data variable for that, okay? Or you've been to the University of Tennessee football game, okay? So we have all this kind of data here, all right? So we've got that. If we close out of here, now we've got this information over here. Now let's have something to compare it to. So we want to look for demographics of people who have done this activity in Chattanooga, Tennessee. Now we can go back over to your category here. And let's look at maybe gender, let's do that. And let's look at males, and let's look at males age 20, let's look 35 to 49 maybe, let's look at that, okay? And then let's look at females age 35 to 49, all right? So we have that information, okay? Now what I like to do actually, I like to put, this is kind of dumb, but this is my personal preference. I like to put my activities at the top in the columns and my demographics or the thing that I'm comparing it to in the rows. It's just my personal preference, okay? We can also do, you know, we're looking at demographics right here, but we can also say, all right, so let's look for hotel information, okay? And maybe percentage of people who stated a bed breakfast, let's do that. Or who stayed in a, let's state it at a Hilton, all right? Just an example, okay? So now we've got this information here and let's go and look at our report. All right, so if you look at this right here, it's nice because Simply Analytics will actually read your data to you, okay? So if we start at the top and if we scroll down here, this says of all the people in this group, all the people who were surveyed from Chattanooga, Tennessee, okay? 18.4% of them are men age 35 to 49, all right? Whereas 11.7% of the people who went to Dollywood are women age 35 to 49, okay? Of the people who went to Dollywood, 12.7% of them have stayed at a Hilton in the last 12 months, right? So you can see how you can use this confirmation to kind of build a table that kind of tells your story, right? So here we see, let's see, here's people who went to an Ironman triathlon, 18.1% of them are 35 to 49, 21% of them have stayed at a Hilton in the last 12 months, okay? You can kind of think about that. Ironman triathlons tend to, people who engage in those kind of activities might be buying more expensive bikes. They might be traveling to further places to do their activities. They might have a little more discretionary income, and therefore they might be more inclined to stay at a more expensive hotel like the Hilton, right? So you kind of see how you can use this kind of stuff to kind of build a consumer profile of these people who went to this event or did this travel and tourism activity, okay? So cool stuff there. All right, so that's all I want to show you of that one. Different stuff you can use it for. Again, it's not quite too simply to use, but it is a very, very powerful resource, particularly for Project 2, okay? All right, so once again, if you need help, look anywhere on my site. You'll find different links to get help if you need help with anything. Just give me a little bit of lead time, a little bit of make sure when you contact me, make sure you give me a pretty good chunk of information as far as what you've been working on, what you're having, what you're struggling with finding that kind of stuff, because that'll give me a little bit of a better chance of helping you in a more efficient fashion. So all right, I will stop sharing, and I'm going to stop recording and turn it over to you guys.