Market data | General
Markets and target groups - available at different territory levels!
Market information are characteristics that qualitatively describe a market. We distinguish here between two types of information depth.
1 | The fine adjustment at house level
Microgeographical information represents the smallest, completely available data level covering the whole country. Based on the housing stock with more than 22 million buildings in Germany, this level offers an enormous density of information. It thus forms an interface between information at the house level and the data spectrum of geomarketing, which has so far been positioned more macro-economically.
Nexiga house database
Nexiga was the first company in Germany to start collecting microgeographic data and making it usable. Today, with LOCAL® Building , Nexiga has one of the most comprehensive and accurate databases of local information. More than 180 pieces of information have been compiled for all buildings in Germany, describing the consumer landscape in detail and in accordance with data protection regulations - because they are anonymous. In addition to official data sources, this is based on Germany's only on-site house inspection and Germany's largest household survey with over five million respondents, which are kept up to date via appropriate checking processes.
Data protection included
In the interest of our customers, it goes without saying that we always comply with all legal data protection requirements when researching and processing data and, for example, anonymize personal data.
2 | Official, postal or individual structuring
Our data is also collected according to the hierarchically graded official administrative levels (KGS) or according to the classification criteria of Deutsche Post (Zip code). On request, however, we can also arrange all data according to the structures or sales territories with which your company plans and works.
The origin of the data is very diverse: sources include statistical offices of the federal government, state and cities, economic institutions and associations, market surveys, etc. Depending on the geographic precision of the available market information, it is either aggregated from very small spatial units to larger ones in statistical procedures or, conversely, disaggregated using special procedures. In any case, the aim is always to map the data comprehensively - and this for all geographic levels such as city and county, Municipality and Postal code as well as within cities for statistical districts and fine-grained residential or postal quarters.
The finest component is the Street segment, i.e. a part of a street defined on the basis of house numbers, for which the important key data of the market data are available.
You can find more information here.
General statement on territory structures
The official territorial structure of the Federal Republic of Germany is hierarchical. The relationship between the different territorial levels is clearly defined by a numerical referencing system. This structure is mapped by the official district municipality key KGS, on which the database is based. Each Municipality is defined with an 8-digit key number (KGS8). The key enables the assignment to all higher levels like County (KGS5), Administrative district (KGS3) or Federal state (KGS2).
Below the municipal level, the hierarchical logic is continued and forms further levels of classification with statistical districts in large and medium-sized cities, statistical district parts in some large cities and, above all, residential quarters throughout all cities and municipalities. The statistical districts (KGS12) and statistical district parts (KGS16) are official. The residential quarters (KGS22) are inserted into the official breakdown as a subunit. These are territorial units originally formed from voting districts, with an average of 500 households, which exhibit the greatest possible homogeneity. An ideal analysis grid that is fine-grained, segmentation-strong, statistically stable and easy to visualize on maps.
More than two million street segments (KGS36) represent all streets in Germany and can be clearly aggregated to all higher levels such as residential quarters, statistical districts and municipalities, but also postal codes.
The finest building block of the grid is the Building (KGS44), which of course can also be assigned to all higher levels. Nexiga has an almost complete address register that is continuously updated. All building addresses documented by official or postal sources are localized and georeferenced. Currently, more than 28.3 million addresses can be found in the Nexiga database.