2023 Local Pulse Report™- Marketing Data Tables
LPR Data Cover 2
Details
Thrive Analytics
Data Tables
Excel
2023
137
DESCRIPTION

These data tables compile insights from over 9,500 interviews with business owners to help you prepare for 2023 and beyond. The Marketing set includes 137 data tables that break every marketing question cross-tabbed against our standard banner (see below for more details). The results also include significant tests run at a 95% confidence level, and the differences are noted. Indexes are also provided when they are applicable.

Banner Data
Description
SMB Category
This custom grouping places small businesses in categories based on size. SMB- 1-5 employees, Emerging (EMG) 6-10 employees, Mid-Market (MM) 11-30 employees, and Enterprise (ENT) 30+ employees.
Employer Status
This groups businesses into employer and non-employer categories.
SMB Size
This groups businesses by size. There are six standard sizes: sole proprietor, 2-4 employees, 5-9 employees, 10-19 employees, 20-49 employees, and 50 or more employees.
Locations
This indicates the number of business locations. There are five standard sizes: 1 location, 2-3 locations, 4-5 locations, 6-10 locations, and more than 10 locations.
Tenure
This variable indicates how long the business has been in operation. The standard groupings are Less than one year, 1 to 3 years, 3-6 years, 6-10 years, 10-15 years, and 15+ years.
Age Range
This provides the age of the primary owner of the business. The groupings are 18-25, 26-34, 35-44, 45-54, 55-64, and 65 and older.
Generation
This provides the age generation of the primary owner. The groupings are Gen Z, Gen Y, Gen X, Boomers, and Silent Generation.
Gender
This data provides the gender of the primary business owner. It includes male, female, and equally male/female.
Ethnicity
This data provides the ethnicity of the primary business owner. It includes Hispanic, Non-Hispanic, and Equally Hispanic/non-Hispanic.
Race Status
This data provides the race status of the primary business owner. It includes White, Black or African American, American Indian and Alaska Native, Asian, Native Hawaiian and Other Pacific Islander, and Other.
Veteran Status
This data provides the veteran status of the primary business owner. The data includes Veteran-owned, Equally veteran-/nonveteran-owned, and Non-veteran-owned.
Minority Status
This data is a grouping based off gender, ethnicity, and race. It groups businesses into minority status. The data includes Minority, Equally minority/nonminority, Nonminority.
Business Type
The business type data groups businesses in their primary service or North American Industry Classification System (NAICS) category. Our groupings generally follow the two-digit sectors. We do have some custom groupings. The following are standard groupings: Home Services, Professional Services, Personal Services, Retail, Automotive Services, Healthcare Services, Pet Care and Pet Services, Financial or Insurance Services, Real Estate or Property Management, Accommodation and Food Services, Arts and Entertainment Services, Transportation & Warehousing Services, Education, Construction, Manufacturing, Agriculture, Wholesale Trade, and Misc.
Revenue
This data is the most recent fiscal year’s total sales revenue. It includes the following groupings: Less than $250K, $250K to $500K, $500K to $1M, $1M to $5M, $5M to $10M, $10M to $20M, and More than $20M.
Franchise Status
This data indicates if the business is part of a franchise. The groupings are franchise and non-franchise.
Business Phase
This data is a custom grouping based on our internal prioritization model. It groups businesses into Startups, Survival, Early Growth, Sustain/maintain, Decline, and High Growth.
Marketing Budget
This data is a custom grouping based on the size of the marketing budget. Core spenders (<$25K) and Plus spenders (>$25K).
Digital Advertising
This is a custom grouping that indicates if the business has any paid digital advertising. The data categories are Yes and No.
Technology Adoption
This custom grouping indicates if the business is using any online software to help manage/operate its business. The categories are Yes and No.
Geo Category
This data is based on census classifications for geography. It indicates where the primary business location resides. The categories are Urban, Suburban, and Rural.

Table No. Crosstab Name Table Name
1 LPR-Table B1: Business Outlooks What is your outlook on your marketing/promotional budget for your business over the next 12 months?
2 LPR-Table H1: Marketing Budgets Do you have a digital advertising budget?
3 LPR-Table H1: Marketing Budgets Marketing Budget Range
4 LPR-Table H1: Marketing Budgets Marketing Budget
5 LPR-Table H1: Marketing Budgets 2023 MarBudget
6 LPR-Table H1: Marketing Budgets Digital
7 LPR-Table H1: Marketing Budgets Traditional
8 LPR-Table H2: Marketing Goals What are your marketing goals for your business?
9 LPR-Table H3: Marketing Channels Marketing Channels Used
10 LPR-Table H3: Marketing Channels New Marketing Channels in 6 months
11 LPR-Table H3: Marketing Channels Print yellow pages
12 LPR-Table H3: Marketing Channels Event marketing
13 LPR-Table H3: Marketing Channels Press releases
14 LPR-Table H3: Marketing Channels Magazine Advertising
15 LPR-Table H3: Marketing Channels Blogging
16 LPR-Table H3: Marketing Channels Radio
17 LPR-Table H3: Marketing Channels Internet yellow pages
18 LPR-Table H3: Marketing Channels Traditional newspapers
19 LPR-Table H3: Marketing Channels Outdoor advertising
20 LPR-Table H3: Marketing Channels Television
21 LPR-Table H3: Marketing Channels Email marketing
22 LPR-Table H3: Marketing Channels Direct mail
23 LPR-Table H3: Marketing Channels Coupons / Daily Deals
24 LPR-Table H3: Marketing Channels Facebook and/or other social media sites (e.g., Twitter)
25 LPR-Table H3: Marketing Channels Online Video
26 LPR-Table H3: Marketing Channels SEO/organic search visibility (ranking higher in Google search results)
27 LPR-Table H3: Marketing Channels Paid search advertising (e.g., Google Adwords)
28 LPR-Table H3: Marketing Channels Online display advertising (e.g., banner ads)
29 LPR-Table H3: Marketing Channels Company Website
30 LPR-Table H3: Marketing Channels Mobile advertising or marketing
31 LPR-Table H3: Marketing Channels Number Of Tactics Used
32 LPR-Table H4: Marketing Budget Changes Print yellow pages
33 LPR-Table H4: Marketing Budget Changes Event marketing
34 LPR-Table H4: Marketing Budget Changes Press releases
35 LPR-Table H4: Marketing Budget Changes Magazine Advertising
36 LPR-Table H4: Marketing Budget Changes Blogging
37 LPR-Table H4: Marketing Budget Changes Radio
38 LPR-Table H4: Marketing Budget Changes Internet yellow pages
39 LPR-Table H4: Marketing Budget Changes Traditional newspapers
40 LPR-Table H4: Marketing Budget Changes Outdoor advertising
41 LPR-Table H4: Marketing Budget Changes Television
42 LPR-Table H4: Marketing Budget Changes Email marketing
43 LPR-Table H4: Marketing Budget Changes Direct mail
44 LPR-Table H4: Marketing Budget Changes Coupons / Daily Deals
45 LPR-Table H4: Marketing Budget Changes Facebook and/or other social media sites (e.g., Twitter)
46 LPR-Table H4: Marketing Budget Changes Online Video
47 LPR-Table H4: Marketing Budget Changes SEO/organic search visibility (ranking higher in Google search results)
48 LPR-Table H4: Marketing Budget Changes Paid search advertising (e.g., Google Adwords)
49 LPR-Table H4: Marketing Budget Changes Online display advertising (e.g., banner ads)
50 LPR-Table H4: Marketing Budget Changes Company Website
51 LPR-Table H4: Marketing Budget Changes Mobile advertising or marketing
52 LPR-Table H5: Marketing Budget Increase Print yellow pages
53 LPR-Table H5: Marketing Budget Increase Event marketing
54 LPR-Table H5: Marketing Budget Increase Press releases
55 LPR-Table H5: Marketing Budget Increase Magazine Advertising
56 LPR-Table H5: Marketing Budget Increase Blogging
57 LPR-Table H5: Marketing Budget Increase Radio
58 LPR-Table H5: Marketing Budget Increase Internet yellow pages
59 LPR-Table H5: Marketing Budget Increase Traditional newspapers
60 LPR-Table H5: Marketing Budget Increase Outdoor advertising
61 LPR-Table H5: Marketing Budget Increase Television
62 LPR-Table H5: Marketing Budget Increase Email marketing
63 LPR-Table H5: Marketing Budget Increase Direct mail
64 LPR-Table H5: Marketing Budget Increase Coupons / Daily Deals
65 LPR-Table H5: Marketing Budget Increase Facebook and/or other social media sites (e.g., Twitter)
66 LPR-Table H5: Marketing Budget Increase Online Video
67 LPR-Table H5: Marketing Budget Increase SEO/organic search visibility (ranking higher in Google search results)
68 LPR-Table H5: Marketing Budget Increase Paid search advertising (e.g., Google Adwords)
69 LPR-Table H5: Marketing Budget Increase Online display advertising (e.g., banner ads)
70 LPR-Table H5: Marketing Budget Increase Company Website
71 LPR-Table H5: Marketing Budget Increase Mobile advertising or marketing
72 LPR-Table H6: Marketing Budget Decrease Print yellow pages
73 LPR-Table H6: Marketing Budget Decrease Event marketing
74 LPR-Table H6: Marketing Budget Decrease Press releases
75 LPR-Table H6: Marketing Budget Decrease Magazine Advertising
76 LPR-Table H6: Marketing Budget Decrease Blogging
77 LPR-Table H6: Marketing Budget Decrease Radio
78 LPR-Table H6: Marketing Budget Decrease Internet yellow pages
79 LPR-Table H6: Marketing Budget Decrease Traditional newspapers
80 LPR-Table H6: Marketing Budget Decrease Outdoor advertising
81 LPR-Table H6: Marketing Budget Decrease Television
82 LPR-Table H6: Marketing Budget Decrease Email marketing
83 LPR-Table H6: Marketing Budget Decrease Direct mail
84 LPR-Table H6: Marketing Budget Decrease Coupons / Daily Deals
85 LPR-Table H6: Marketing Budget Decrease Facebook and/or other social media sites (e.g., Twitter)
86 LPR-Table H6: Marketing Budget Decrease Online Video
87 LPR-Table H6: Marketing Budget Decrease SEO/organic search visibility (ranking higher in Google search results)
88 LPR-Table H6: Marketing Budget Decrease Paid search advertising (e.g., Google Adwords)
89 LPR-Table H6: Marketing Budget Decrease Online display advertising (e.g., banner ads)
90 LPR-Table H6: Marketing Budget Decrease Company Website
91 LPR-Table H6: Marketing Budget Decrease Mobile advertising or marketing
92 LPR-Table H7: Marketing Budget Reasons What are your main reasons for decreasing media investments?
93 LPR-Table H7: Marketing Budget Reasons What are your main reasons for increasing media investments?
94 LPR-Table H8: Marketing Effectiveness Print yellow pages
95 LPR-Table H8: Marketing Effectiveness Event marketing
96 LPR-Table H8: Marketing Effectiveness Press releases
97 LPR-Table H8: Marketing Effectiveness Magazine Advertising
98 LPR-Table H8: Marketing Effectiveness Blogging
99 LPR-Table H8: Marketing Effectiveness Radio
100 LPR-Table H8: Marketing Effectiveness Internet yellow pages
101 LPR-Table H8: Marketing Effectiveness Traditional newspapers
102 LPR-Table H8: Marketing Effectiveness Outdoor advertising
103 LPR-Table H8: Marketing Effectiveness Television
104 LPR-Table H8: Marketing Effectiveness Email marketing
105 LPR-Table H8: Marketing Effectiveness Direct mail
106 LPR-Table H8: Marketing Effectiveness Coupons / Daily Deals
107 LPR-Table H8: Marketing Effectiveness Facebook and/or other social media sites (e.g., Twitter)
108 LPR-Table H8: Marketing Effectiveness Online Video
109 LPR-Table H8: Marketing Effectiveness SEO/organic search visibility (ranking higher in Google search results)
110 LPR-Table H8: Marketing Effectiveness Paid search advertising (e.g., Google Adwords)
111 LPR-Table H8: Marketing Effectiveness Online display advertising (e.g., banner ads)
112 LPR-Table H8: Marketing Effectiveness Company Website
113 LPR-Table H8: Marketing Effectiveness Mobile advertising or marketing
114 LPR-Table H9: Marketing Performance What are the most important factors when measuring ad performance?
115 LPR-Table H9: Marketing Performance Does your business use technology or tools to use measure advertising performance?
116 LPR-Table H9: Marketing Performance What methods does your business use to determine if a marketing / promotional campaign is working?
117 LPR-Table K1: Marketing Help Which of the following areas does your business need the most help with?
118 LPR-Table S1: Firmographics SMB Category
119 LPR-Table S1: Firmographics Employer Status
120 LPR-Table S1: Firmographics SMB Size
121 LPR-Table S1: Firmographics Locations
122 LPR-Table S1: Firmographics Tenure
123 LPR-Table S1: Firmographics Age Range
124 LPR-Table S1: Firmographics Generation
125 LPR-Table S1: Firmographics Gender
126 LPR-Table S1: Firmographics Ethnicity
127 LPR-Table S1: Firmographics RaceStatus
128 LPR-Table S1: Firmographics Veteran
129 LPR-Table S1: Firmographics MinorityStatus
130 LPR-Table S1: Firmographics BusinessType
131 LPR-Table S1: Firmographics Revenue
132 LPR-Table S1: Firmographics Franchise
133 LPR-Table S1: Firmographics Business Phase
134 LPR-Table S1: Firmographics Marketing Budget
135 LPR-Table S1: Firmographics Do you have a digital advertising budget?
136 LPR-Table S1: Firmographics Have you adopted any technology to help run your business?
137 LPR-Table S1: Firmographics Geo Category

 

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