Rhiza Support

When you upload a dataset that contains ZIP Codes™, Rhiza for Research uses other cues in that dataset to decide how to interpret the ZIP Code information.

Briefly, if more than one geographic element is included, every geographic component is interpreted as part of an address and mapped as a point. Even items usually thought of as regions - like states and counties - are interpreted as points. This is because a common use for uploaded data is to provide a customized list of addresses.

The way the data is interpreted can restrict how the dataset can be used in reports.

This article explains in depth how the system interprets and uses datasets that contain ZIP Code information. It also explains a workaround that sometimes can allow you to import data as points and regions by importing it twice with different settings.

Regions versus Addresses

Rhiza for Research can treat a ZIP Code in one of two ways:

• As a geographic region representing the entire area where that ZIP Code is used
• As an address - that is, a point location within the ZIP Code 

The other information included with the ZIP Code determines whether it is interpreted as a region or as an address. Read Determining How To Classify Zip Code Data to learn more.

Addresses and regions are not functionally the same. You should make sure that Rhiza for Research interprets your data as the correct type of information for what you want to do. Read Defining Data Correctly for more information.

Overview

As a quick reference, here is a table that shows how uploaded data is interpreted and the implications of your choices. Read the rest of the article to learn about each of these situations.

Determining How To Classify ZIP Code Data

Rhiza for Research classifies ZIP Code data as regions or addresses based on whether or not there is additional address information provided along with the ZIP Code.

• If ZIP Codes are the only geographic information included, then the tool interprets them as geographic regions.
• If the dataset includes other geographic information, such as state, city, or street address, then the ZIP Codes are assumed to be part of an address.

ZIP Code Dataset Example

For example, these two data sets will be interpreted differently when uploaded to Rhiza for Research:

Dataset A:

Dataset B:

Dataset B will be considered a list of addresses because it includes city and state information in addition to ZIP Codes. If you map these ZIP Codes they will show as points on the map. These ZIP Codes can't be used to filter data by area.

Dataset A will be considered a list of ZIP Code areas. It will show ZIP Code regions and can be used as a geographic area filter.

Defining Data Correctly

Why do you care how Rhiza for Research interprets and maps your ZIP Code information? Well, depending on how the information is mapped, you have different options for using the data in reports.

Geographies

When ZIP Codes are interpreted as geographic regions:

• The dataset can be used as a geography or as a dataset in a Geographic Report. That is, you can select it in the Geographic Areas filter tab or in the Data filter tab (or in both).
• ZIP Codes are shown as shapes on the map visualization.
• The data associated with each ZIP Code can be aggregated into one category in reports.
• You can use ZIP Codes in your report's visualizations to select the data associated with that region. (Select the shape on the map or the corresponding row on a chart to select all of the data inside that region.)

Addresses

When ZIP Codes are interpreted as addresses:

• The data set cannot be directly used as a geography (it does not appear in the Geographic Areas tab). You can only select it from the Data filter tab in a Geographic report.
• ZIP Codes are shown as specific points on the map. 

Note: You can use a set of addresses and the "radius around points" option to create geographic regions from point locations - see Using Point Locations to Create Regions in Why can't I use my uploaded dataset as a Geographic Series? for more information.

Example

For example, consider two data sets that are similar to A and B above. One includes ZIP Code, number of stores, and total sales. (We'll name this one "Zips no state.") The other includes ZIP Code, state, number of stores, and total sales. (This one is named "Zips with state.")

"Zips no state" is interpreted as a list of ZIP Codes that represent geographic regions.

"Zips with state" is interpreted as a list of addresses.

When creating a Geographic report, you can use the "Zips no state" dataset as a geography or as a data series, or as both.

"Zips no state" shows up in either filter tab.

However, "Zips with state" shows up only in the data tab.

Workaround: Multiple Imports

If you need to use a dataset's geographic elements in multiple ways, you sometimes can work around the system's limitations by uploading the dataset multiple times, once as an address dataset and once with the other address elements defined as "text" so that the region element can be defined as a region.

For example, consider the following dataset.

Importing the dataset normally, with the City field defined as "City," and so on, will categorize each row of data as having an address. After importing the file that way, you could upload another copy of the dataset, with a different name, and set the fields for Address, City, State, and ZIP Code as text data. Then define the DMA field as type DMA.

That is, first upload the data with settings like this:

Next, start another upload using the same file. Give it a different name so that you can tell the two apart.

Instead of setting the appropriate geographic type, set "text" as the type for each of the address elements except the one that you want to use as a geographic region. The system will interpret the data in the "text" columns as labels instead of as geographic elements.

The second uploaded dataset can be chosen in the Geographic Areas tab by choosing DMA > By Uploaded Shapes and specifying the name of that dataset. The first uploaded dataset can be chosen in the Data tab.