Look below the query paragraph in the blue header, and you'll see the Overview tab highlighted.

The Overview tab has three topics: Population Data, Income Data, and Diversity Data.

Population data

The map

If you look to the right side of the page, you'll see a multicolored map. This map is called a choropleth (core-o-pleth).

In our case, the choropleth represents total school-age population. Each shape outlined in gray is a ZIP code. The darkest blue shapes are ZIPs with the most children, and the light green ZIPs have the fewest children.

You'll see header text above the map. That's the title of the map, and also displays the data reflected in the map and the charts below. For example, "Total School-Age Population by ZIP Code within a 30-Minute drive of Washington, DC 20036-3425".

You'll also see a "Download" button with icon. Clicking this button will download the map exactly as shown. Before downloading, make sure to adjust your settings and parameters so that the map will show the data you need. Alternatively, you can screenshot the map if you like that better.

On the map, there is shape with a double blue line. This is called an isochrone (ice-oh-crone).

By our estimates, anyone living within the area bounded by the double blue lines can commute to your school within the travel time you specified. You'll see these isochrones throughout the various pages of Market View.

At the top of the map, there is a dropdown selector. The default selection is "Total School-Age Population". Market View defines School-Age Population as 0-18. Click that menu, and you'll see other options. Selecting a different option will cause the map colors to change, reflecting the new values you've chosen.

If you hover your mouse over a ZIP on the map, you'll see a small white box appear in the upper right corner of the map. In the screenshot below, the user is hovering over Riverdale and so the box in the upper right shows the value Riverdale has for the selected value. In this case, "Enrolled PK-12 Private Schools".

In the box in the upper right, "20737" is the ZIP Code, "Riverdale" is the locality name, and "619" is the number of children in that ZIP enrolled in PK-12 Private Schools.

Lastly, there is a gradated color scale below the map on the right. This scale shows the colors that reflect the minimum and maximum values, and their representative colors.

The data

Let's scroll down past the map.

You'll see a table titled Population Data. This tabular layout is probably familiar to you. Feel free to paste it into your spreadsheet editor of choice. From there you can make any custom charts or graphs you need, beyond the graphics available in Market View.

Read more about how and where we get our data.

Next steps

At the bottom of the page, you'll find suggestions for next steps. These suggestions are intended to help you make the most of Market View, on your own or as discussion questions with your team.

Income data

The Income Data subtab empowers you to analyze median income in your area.

You'll notice the title for the map is "Family Median Income by ZIP Code within a XX-Minute drive of YY Location".

Let's break this down!

Family is a census designated descriptor. It is distinct from household. Two unmarried adults are a household. Two married adults are a family. A single adult with a biological child is a family. The census considers people living together with a blood or marriage bond a family. Otherwise, it's a household. Two unmarried adults are a household until they have a child, and then they are considered a family.

You'll notice we use both designations in different places in Market View. Family income cuts off at $500,000, after that it is grouped into "$500k and over". Household income has granularity up to $750,000, after that it is grouped into "$750k and over".

Unless otherwise specified, "Family" in Market View also means "Families with children". Children are people aged 0-18.

The median income is the income amount that divides a population into two equal groups, half having an income above that amount, and half having an income below that amount. It may differ from the mean (or average) income.

Diversity data

The Diversity Data subtab offers an overview of the racial and ethnic breakdown within the selected rive-time parameter, set above.

Remember, if you are ever unsure about the information being displayed, the titles are a great place to start. Here, you'll see that the title of the map is "Total Population by ZIP Code within a XX minute drive of YY location."

This tab makes use of all of the functionality previously discussed in this guide- change the variable displayed in the choropleth map to view densities of a specific group, download the map, and view tabular data with five-year projections below.

Wait! What is the difference between race and ethnicity?

The Census considers race and ethnicity to be distinct concepts.

Race refers to the way a person self identifies with social group(s). The Census offers White, Black or African American, Asian, American Indian and Alaska Native Hawaiian and Other Pacific Islander, or some other race groupings. Participants can also report multiple races.

Ethnicity focuses on whether a person is of Hispanic origin or not.

There are two types of data you can add to Market View, student and miscellaneous.

Student data

Student data can be either applicants or enrolled students. You can include up to five data points about each student.

1. First name

2. Last name

3. Grade

4. ID

5. Address

You can upload student data via spreadsheet, Blackbaud data sync, or Veracross data sync.

If you don't want to include any of the above fields, due to privacy concerns or other reasons, feel free to omit them. The importer will work with all columns blank except for address. If you don't want to add addresses either, you can pare it down to just ZIP codes.

Miscellaneous data

Miscellaneous data can be teacher addresses, bus stops, feeder schools, any data source that you find helpful. You can only upload addresses for this type of data.

You can upload miscellaneous data via spreadsheet.

• The template you have chosen (miscellaneous data or student data) matches the section to which you are uploading data (miscellaneous data or student)

• The file is a .csv file extension

• The file is UTF-8 encoded (click here for instructions)

• The file has the correct headers (First name, Last name, Address, ID, Grade). Schools sometimes use "student ID" but the column needs to be "ID".

If you follow these steps and are still having trouble, please reach out!

In Blackbaud, each student has a status. Blackbaud data doesn't have a definitive marker for "applicant", applicants fall under "inquiries" in the system.

In order to sync your applicants from Blackbaud, Market View looks for statuses that have “applicant” in the name, plus any statuses that could have an applicant status as a parent status.

This usually excludes the inquiry statuses, since students usually can’t progress from “applicant” status to “inquiry”, but it depends on how a school sets up their statuses.

If you are missing students from your "applicants" list in Market View, change their status or parent status to include the word "applicant". Then refresh your data and you should see them included.

If you have questions about your applicant data, please get in touch.

Below the query paragraph in the left side navigation, check out the Affordability tab next.

The Affordability tab offers Summary, Median, High Income, Distribution, and Race/Ethnicity, and Change in Average sub tabs.

Household Income data

In the Summary tab, you'll have the opportunity to set query parameters- select a drive time in ten-minute increments up to an hour, and enter a tuition level.

You'll notice the default tuition setting is $27,950- this is the NAIS median tuition across all member schools. Update this parameter by typing your school's tuition level. If your school uses stepped-tuition, try viewing each different level or your school's average tuition with a few keystrokes.

In the Summary tab see an insight paragraph outlining ability to pay within the selected drive time at the designated tuition level.

Ability to pay is one lens through which school leaders can assess their market.

You'll see the income Market View estimates a family will need to earn to afford the entered tuition level at full-freight. The tool aggregates and crunches data from hundreds of thousands of financial aid applications submitted through the SSS application to make this determination. Based on the incomes reported by the Census in your area, Market View also provides an estimate of the proportion of households in your area earning this much within your designated drive time.

A good rule of thumb is that more than 15% of your market should be earning as much to avoid affordability strain in your admissions funnel.

"Right fit" families exist in all income bands. Market View offers a breakdown of the income needed to afford a spectrum of tuition contributions - from partial pay to full pay, as well as estimates about how much of the market earns each income level, in the breakdown below.

As always, this data can be copy & pasted into any spreadsheet editor, or downloaded via csv.

Below, you'll see the Financial Gap and Expected Household Contribution by Income Band.

This chart illustrates how much a families earning income in bands from <$25k to over $500K annually might be expected to pay and how much aid would be needed at the selected tuition level, according to data from hundreds of thousands of financial aid applications submitted through SSS.

The Median tab demonstrates the true center of incomes in the market indicated by your selected drive time, and compares these numbers with national median incomes. The chart shows 10 years of historical data, as well as five year projections, indicated by dotted lines, to help you see trends. Clicking the circles in the legend below the chart will toggle data on/off- this will help filter your data quickly, if you'd rather focus on national or local data.

Unlike calculations of average income, median income data is not skewed by large outliers- households making exceptionally high or low incomes.

Below, you'll see the five highest earning ZIPs within your drive time. Do these align with your anecdotal understanding of your market?

The High Income tab shows the number of families earning $200K or more in your selected drive time in the last ten years, with five-year projections included in dotted lines.

The Distribution tab breaks out the number and proportion of households in your selected drivetime across income bands. Income bands are grouped in increments of $25k. Remember that a household income reflects all individuals at the same address, and they might not be related by blood, marriage, or adoption, unlike groups under the Census designation of family.

The Census provides more nuanced income information for households, allowing us to display incomes over $500K with more detail in the chart.

The chart shows the proportion and number of households in your selected drive time earning income at each level, as well as whether SSS would expect households in that income band to pay full tuition, contribute partial tuition, or require full aid.

If you prefer to work with tabular data, this information is included in the table below.

The Race/Ethnicity tab offers a deeper look at the distribution chart above. In addition to information about the distribution of your market across income band and financial assistance designation, the chart shows you the racial/ethnic composition of each income band.

This chart contains a ton of information, so it can be useful to narrow the field of focus for targeted conversations. Market View has your back- hover the mouse over any of the bars in the chart to focus on one specific group, or use the small, colorful circles in the legend below the chart to toggle the data for different groups on or off.

You can also filter your data using the drop-down menus located just above the chart- click the type of data you'd like to filter, income or race/ethnicity, and click the blue check marks to engage or disengage selected variables.

The Change in Average tab can help you understand historical and projected shifts in income across different racial/ethnic groups in your market. This information is useful to assess risk, for example; If your school is heavily representative of one racial/ethnic group, and the projected household income is expected to decrease, you might need to consider other ways to shore up enrollment.

There are three places your school's data appears in Market View: the map in Map View, the ZIP code detail cards also in Map View, and charts of your data display in the Enrollment section of the Trends page.

View your data on the map

• Visit Map View

• Click "Show me the results"

• Click the layer selector in the upper right corner and you'll see each of your data sets with a checkbox next to it.

• Click the checkbox to hide or show the data set. Note that the color of the icon matches the color of the pins on the map.

Your data is grouped into two categories in the layer selector panel, Admissions Data and Enrollment Data. Those two categories reflect the two categories of data you can add in the Your Data page.

View your data in ZIP code cards

If you want a more granular view of your data, check out the ZIP code cards in the left sidebar of the Map View. Every single ZIP code card will include your data, if you've uploaded it.

You'll see two groups: Admissions Data and Miscelleneous Data. Those reflect the two categories of data you can add in the Your Data page.

You'll also get calculations for your Admissions Data for the most recent two years. Total applicants, the percent of your applications which came from this ZIP, and the percent of school-age children from this ZIP who applied to your school.

Viewing your data in charts

To see charts of your data along with Market View's data, visit the Enrollments tab on the Trends page.

Getting started

When you first sign into Market View, you'll land on the Trends Page.

At the top of the page, you'll see some default settings. The query paragraph reads, "Showing data within: 30 minutes drive of my school at a $27,950 tuition level."

In Market View, all charts, graphs, tables, and maps are customized for your school.

Customize your query

• Customize the drive time query (choose a ten minute increment between 10-60 minutes)

• Customize the tuition level (input any dollar amount you'd like to research)

• Customize the geographical center point of the search. Market View has rich data for any US location. The location defaults to your school's address.

To change the drive time query or the tuition level, click into those text fields and adjust. To change the geographic centerpoint of the query, click "Change" near the address in the upper right.

Or, feel free to proceed without any customization! This query paragraph will always be at the top of the page for you to experiment.

Filter your data

Depending on where your school is, you may have a lot of ZIP codes in proximity. Market View lets you filter the data and focus on the most impactful areas. Click on the "113 ZIP codes" text and you'll see a list of all the ZIPs included in your search, as well as their neighborhood names.

You can click on any ZIP in the list and Market View will bring you to a page with every data point we use for that ZIP.

You can also search in the dropdown menu to find a specific ZIP or name.

Click "all" to open a dropdown where you can select how many ZIPs you want to see.

Click "Distance". You'll have the option of choosing distance, children, median income, or diversity.

For instance, you can elect to display only the 20 closest ZIPs, or the 30 highest income ZIPs, etc.

If you make selections using these filters, all other ZIPs will be hidden from the map and the data.

Let's move on to the results!

Microsoft Excel

1. Open your CSV file in Microsoft Excel.

2. Click File in the top-left corner of your screen.

3. Select Save as...

4. Click the drop-down menu next to File format.

5. Select CSV UTF-8 (Comma delimited) (.csv) from the drop-down menu.

6. Click Save.

Your new CSV file is now encoded using the UTF-8 format and is ready to be imported.

Numbers

1. Open your CSV file in Numbers.

2. Click File in the top-left corner of your screen.

3. Select Export to... -> CSV...

4. Click Advanced options.

5. Click the drop-down menu next to Text Encoding.

6. Select Unicode (UTF-8).

7. Click Next

8. Choose a name and location for your new file and click Save.

Your new CSV file is now encoded using the UTF-8 format and is ready to be imported.

When viewing your admission data, click on the name of the spreadsheet you want to delete.

Then click on the triple dot menu by the file name, and click "Delete".

Overview

Audience

This guide is for schools who are NAIS members, and use Blackbaud for admissions or application data.

After one person at your school completes this process, the integration will work for everyone at your school. Each user should use their own login. Any NAIS member school can have unlimited staff accounts. Add and manage your school's roster at my.nais.org.

Goal

This integration syncs two types of data from Blackbaud into Market View.

1. Applicants. If it exists, we will sync names, grades, addresses, and student IDs for students who applied to your school.

2. Enrollments. If it exists, we will sync names, grades, addresses, and student IDs for students who enrolled in your school.

Step 1: Give yourself permissions in Blackbaud

You'll need to go to Core > Security > Roles. (Do not try to manage roles for this from the security/control panel area).

Find the role in the list and choose Manage Roles from the menu.

Go to Members, Add member and search for yourself to add.

You'll need these roles:

1. Platform Manager or Environment Admin

2. Academic Group Manager, Schedule Manager, or Platform Manager

3. SKY API Data Sync

4. Admissions Manager

Step 1: Add Market View to Blackbaud

• Log into Blackbaud.

• Click this link: https://app.blackbaud.com/marketplace/applications/442d9d54-20c1-4d72-9f82-be631861a49d?envid=t-f-g5WCInc0Gkwv_5fvgxjA

• You should see something like this

• Click "Connect"/ "Get Started"

• Follow the steps to finishing adding Market View as an integration partner

Step 2: Authorize Market View

• Log into Market View: https://marketview.nais.org

• Click on "Connect to Blackbaud"

• Click "Log in with your Blackbaud Account"

• A window should pop open where you can log in with your Blackbaud credentials

• You should be routed back to Market View. Congratulations!

Next steps

• Now that your integration is complete, you can sync fresh data from Blackbaud anytime by clicking the "Sync" button.

Logging in

Market View is a free benefit provided to NAIS member schools and premium subscribers. If you work for an organization that falls under either category, great! You have access to Market View. You can log in by visiting https://marketview.nais.org.

If you are interested in joining NAIS to get access to Market View, check out a partial list of member benefits or contact our membership team.

All good? Let's explore some of the main Market View features and concepts, starting with Trends.

There are two types of data you can upload to Market View, student enrollment data and miscellaneous data. Because Market View is geographically driven, all data uploaded should have an address (a ZIP code at the very least).

Upload student enrollment data

You'll need one spreadsheet per year, containing all your applications or enrollments for that year. Please use this template and fill it in with your data.

For student data (applications and enrollments), the template contains five columns. We ask for Student ID so that one day we can show you attrition data, since it allows us to see when students move on to the next grade.

Next, navigate to Your Data. Drag and drop each file to the appropriate school year bucket.

Upload miscellaneous data

You can upload any type of addresses into the Miscellaneous category. Schools upload bus stops, faculty addresses, competitor schools, coffee shop locations, anything that would be helpful to see plotted on the Market View map.

Miscellaneous data only needs a valid address, no title or name required.

For miscellaneous data, the template contains four columns for each address. You can just upload a single column with the entire address as well, if it's easier. Market View concatenates the whole address before geocoding, so it doesn't matter how many columns you use as long as it's only one address per row.

Next, navigate to Miscellaneous Data. Drag and drop each file to the gray bucket. Note that the file name will be used to label this data set in Your Data, as well as in Map View.

Addresses on miscellaneous data uploads which appear more than once won't show up. If you have an address listed more than once per file, it won't show up on the map or the address counts.

Any data that you uploaded prior to August 2022 was migrated to the Miscellaneous Data category. If that data would be better in the applications or enrollments categories, feel free to delete and re-upload. Please make sure you have a local copy of the data before you delete it from Market View, deletion is final. If you no longer have access to that data, and need to download it from Market View, please reach out and we wil try to help you get access.

International addresses

Whenever you upload or import address data to Market View, we attempt to geocode it. Geocoding is the process of converting an address into a latitude/longitude pair of coordinates.

Often, international addresses will not geocode correctly. Here is a map with the countries with the most accurate and least accurate geocoding.

If your international address geocodes succesfully, you will see it on the map if you select that dataset's map layer. If the address doesn't geocode sucessfully, you will not see it plotted on the map.

After you upload your data, Market View will notify you if it had issues with any of the addresses. Feel free to delete the dataset, fix it, and try again. Often, putting the address into Google Maps and using the address the way Google formats it can be helpful.

Tutorial Video

Overview

Audience

This guide is for schools who are members, and use for admissions or application data.

After one person at your school completes this process, the integration will work for everyone at your school. Each user should use their own login. Any NAIS member school can have unlimited staff accounts. Add and manage your school's roster at .

Goal

This integration syncs two types of data from Veracross into Market View.

1. Applicants. If it exists, we will sync names, grades, addresses, and student IDs for students who applied to your school. Note: applicants need to have an "application date" to be considered applicants for this process.

2. Enrollments. If it exists, we will sync names, grades, addresses, and student IDs for students who enrolled in your school.

Instructions

Step 1: Add Market View to Veracross

• .

• Click this link: .

• You should see something like this:

• Select the card titled “NAIS Market View”.

• Click "Start Integration".

• Click the green button at the top "Add application".

• Keep your Veracross tab open for the next step.

Step 2: Add Scopes

• Select the following scopes:

  1. admission.applicants:list

  2. admission.applications:list

  3. admission.households:list

  4. alumni.demographics:list

  5. students:list

• Click the green "Update" button at the top

• Keep your Veracross tab open, you'll need to copy and paste from this page into Market View.

Step 3: Add Veracross details to Market View

• Click on "Connect to Veracross"

• Copy and paste your Client ID, Client Secret, and School Route from Veracross.

Step 4: Connect

• Click "Connect".

• Congratulations! Your data is now in Market View.

Next steps

• Now that your integration is complete, you can sync fresh data from Veracross anytime by clicking the "Sync" button.

How it works

1. Fetch all historical students, applicants, applications, and applicant households

2. Discard students marked as "applicants" who haven't yet applied (these are usually just prospects)

3. Match each applicant to an application and household

   1. If a matching application or household can't be found, an import failure is created

4. Assign a grade level to each applicant

   1. If a grade level doesn't match our list of accepted grades, an import failure is created

5. Match each student to an applicant

   1. If a matching applicant isn't found (e.g. if the applicant became an import failure), an import failure is created

6. For each applicant, look up or geocode their address

   1. An applicant's corresponding student is also assigned this address

   2. If an address can't be geocoded, the student and the applicant become import failures

7. Applicants are separated by year and saved into corresponding "applications" admissions lists

8. A student can be saved in several "enrollments" admissions lists

   1. A student is saved in the enrollment list for the year of their "entry date", at the grade level from their application ("grade level applied for")

   2. Each year after that, until their "exit date", a student is saved in that year with the next grade level

   3. We assume students are promoted each year, since we don't have grade level information for a student for each year

If you are seeing inconsistencies with the data syncing over from Veracross, please use this template to report the issues:

In addition, please let us know if there are any particular student record types that are missing from the data being synced over.

Importing DASL data

Market View offers the ability to sync selected admission data from DASL.

In order to begin the sync, visit the You'll see a button that says "Refresh" or "Sync". Once you click the button, Market View will begin importing selected admission data.

You'll see a notification at the bottom of your screen when the import is complete. Visit the in Market View to see what was synced.

Editing DASL data

If there is a conflict between the data you uploaded to Market View and the data you input into DASL, you'll see an icon with red crossed arrows. When you click that symbol, it will tell you which numbers are a mismatch. In the example below, you uploaded 232 for that variable, but you entered 89 into DASL. You cannot edit DASL data in Market View, but there is a handy link for you to edit each variable in DASL. "Edit on DASL" is the hyperlink you can click to fix DASL numbers. It will bring you directly to the exact cell you can edit.

If the numbers are black and not red, that means there is no conflict between Market View and DASL.

If the Market View numbers are wrong, head to the to adjust the counts for each bucket by deleting or adding spreadsheets, or importing from your admissions tool.

Viewing DASL data in Market View

Once you've imported your DASL data and everything looks good, you can head to to see your DASL data in action. All four of the charts on this tab include DASL data.

The national averages included in these charts are the national average for schools entering data into DASL.

Full table of DASL data available to import

• You have Platform Manager or Environment Admin permissions

• You have one of the following permissions: Academic Group Manager, Schedule Manager, or Platform Manager

• You have the SKY API Data Sync permission

• You have completed both steps on this page: https://marketview.nais.org/your-data/blackbaud/connect

If all of the above are true, and you're still having issues, please get in touch! Here is the template for reporting data discrepancies.

In addition, please let us know if there are any particular student record types that are missing from the data being synced over.

Census and American Community Survey data

The US Census happens once a decade, and the ACS is conducted in intervening years. In Market View, the years ending in "0" are census data, whereas data for all other years is from the ACS.

Population by Age Band: EASI Demographics

What is it?

EASI provides population estimates by age band (0-4,5-9, etc.) for the current year. These estimates are created using the 2010 census numbers, American Community Survey Data, and Public Use Microdata Survey. To calculate projections, EASI uses the estimates above as a starting point and applies population component change estimates (births, deaths, migration, etc.) to move that number forward. Read the full methodology here.

How do we use it?

EASI’s age band estimates are used to provide an approximation of the school-age population of a single-year age across ZIP codes. These estimates are then combined with mapping technology supplied by Mapbox (described below) to generate the customizable map that you see within Market View.

Family Income, EASI Demographics

What is it?

EASI’s income model builds on a base estimate created using 2010 census data and estimates from the American Community Survey. EASI creates estimates from here by using consumer income survey data provided by the census (P60 Publication Series) and other sources of income data. Differences between the estimates provided from these data and the ACS values are analyzed to provide a final estimate. Income estimates use the 2010 Census household definition of income as a benchmark. Read the full methodology here.

How do we use it?

EASI’s median income estimates provide an economic snapshot of the various areas in your local community. EASI’s estimates of median family income can be used to get a sense of the wealth distribution of your area, or to see how affordable your school is for a typical family in your community.

Population by Sex by Race/Ethnicity, EASI Demographics

What is it?

EASI also provides population estimates by sex and race/ethnicity for age bands in the current year. EASI uses annual estimates released by the census as the basis for their population by sex by race/ethnicity data. To calculate projections, EASI uses the census estimate as a starting point and applies population component change estimates (births, deaths, migration, etc.) to move that number forward. Read the full methodology here.

How do we use it?

EASI’s estimates for population by race/ethnicity provide schools with a fuller picture of the diversity of their local student population. These estimates are useful for schools seeking to understand how the racial and ethnic diversity of their student body compares to the local population. In addition, EASI’s estimates for population by sex provide more flexibility for single sex schools and other schools seeking to understand local differences in male and female populations. Note that Market View does not currently contain data on gender, as the underlying sources of data (EASI and the Census Bureau) do not currently collect this data.

Drive-Time Area, Mapbox Navigation Service

What is it?

Mapbox’s traffic tilesets provide drivetime information, or the time it takes to get from point A to point B, to their maps. Mapbox bases its drivetime estimates on travel data that is transmitted from users of apps embedded with Mapbox technology, such as Airbnb, Instacart, and Snapchat. This data, which consists of over 220 million miles of travel per day, is used to predict and extrapolate real-time traffic, helping to further improve the accuracy of drivetimes. Read the full methodology here.

How do we use it?

We heard from members that time, not distance, is the most important metric in measuring a commute. As opposed to simply measuring distance, drivetimes provide a more comprehensive understanding of how conveniently located your school is for families in the area. In addition, Mapbox’s traffic control features provide a realistic understanding of the time it will take families to reach your school during typical commuting hours.

Five-year Data Projections, EASI Demographics

What is it?

EASI demographics provides five year projections for the population and income variables described above. These projections use EASI’s current year estimates as a starting point, and apply growth models to obtain a five year projection. The models incorporate factors such as births, deaths, and migration to obtain population projections, and build on data from the American Community Survey and Census Consumer Income Survey to obtain income projections. Read the full methodology here.

How do we use it?

EASI’s projections are a great way to get a sense of how your local area will be changing over the next several years. While projections are not often 100 percent accurate, they are a great starting point to see trends and begin conversations around how the school-age population, demographics, and income profile of your area are changing.

Public and Private School Data, National Center for Education Statistics (NCES)

What is it?

The National Center for Education Statistics (NCES) provides data on public and private schools, which is gathered through its universe surveys each year. The surveys provide data on many schools across the United States, including basic descriptive information such as location, web address, and grade levels served.

How do we use it?

NCES’s school data is uploaded into Market View’s map, so you can keep your eye on competitors and potential feeder schools in your area. Each school is represented by a black circle on your map. Clicking the circle will provide the school’s name, type (Public/Private), website (where available), and grade levels served.

Affordability Data

What is it?

NAIS uses data provided by Community Brands’ School and Student Services (SSS) financial aid service which analyzes applications for families across the country. Using the family income and parent contribution data from submitted applications, we calculate the median percentage of income that parents are asked to contribute to school costs by income bands. The contribution is subtracted from the tuition entered by the user to determine the estimated financial gap a family is likely to have to cover.

How do we use it?

By estimating the financial gap between what a family at the median income in a ZIP code is able to pay and the tuition your school, you will have a better picture of how affordable your tuition is in your market.

Read about Market View's AI features and the privacy rules governing the data used there.

Data access

Permission to sync or upload your admission data is granted by you or your school. Data refreshes needs to be triggered by you or your school. Market View will not sync data without your initiation, each data sync will need to be triggered manually by you or someone else at your school.

Encryption in transit

Market View encrypts all of its traffic. This includes data flowing between Market View and your admission software. It also includes traffic between Market View's backend and frontend. We are using exclusively https to transfer data, with SSL encryption with SHA-256. This is bank-level security. Market View receives an A+ on SSL reports.

In addition, NAIS enforces HSTS, HTTP Strict Transport Security. This means that all NAIS domains and subdomains deny any unencrypted traffic. We are registered with Chrome, Firefox, and Edge as enforcing HSTS.

Encryption at rest

Market View has taken the additional step to encrypt all student and school data within our database. This is above the usual standard of security, but we felt it was important to protect the data with which you are entrusting us. We are using encryption that features random initialization vectors and tagged ciphertexts.

Security audits

NAIS has conducted security audits with an outside cybersecurity firm to review compliance with proper security protocols and standards.

User access

The only users with access to Market View are paid NAIS members and premium subscribers. Your data is only accessible to users who have accounts within your school and to NAIS for debugging and analysis purposes. If you are curious about who has an account with your school, visit the member portal and click roster.

More

Read our terms and conditions here.

The 2022 data is the first year of data with the new 2020 Census included fully as both a benchmark year and underlying the estimates. This means we have seen some big shifts when looking at the newest EASI data compared to earlier year releases, this is true not just with income but many Census-based variables since they have all been newly re-benchmarked.

You can see the household and family counts in San Francisco decreased quite a bit overall from 2020 to 2022, therefore this general decline is driving much of the family count declines you are seeing between 2020 and 2022 rather than income shifts per se.

If you convert the numbers into percentages rather than the actual numbers, this may be more helpful for you in looking at trends since overall changes in numbers make it harder to see trends when looking at counts. See attached Excel file and refer to the highlight columns at the right for an example of this.

Due to the timing of when data sources are released, the impact of the pandemic in data sources is not seen in 2020 but rather in the EASI 2021 data and in the EASI 2022 data in some cases, due to the lags in data sources. When there is an unusual shift such as the pandemic (other examples are natural disasters such as Hurricane Katrina), we are constantly updating our projections and modeling as the latest data comes out.

One impact observed by the unusual 2020 time was slowed income growth and this can explain slower growth observed in general in income in certain instances and in the higher income categories specifically. For example, one theory is it may have been “easier” for a family to shift into the $150-200K group during this time than to shift into the $200K+ group or especially the $500K+ group. In general with Covid times, we have seen some shifts in income down in 2022 with a then expected uptick back up for 2027 though perhaps more modest 5-year gains forecasted than was projected in 5-year forecasts created a few years back.

Another point to keep in mind is that the EASI income data for the highest income categories is indeed modeled data based off of the family counts and full income distributions integrating the various income data inputs and also trends over time. Therefore, there is some built-in uncertainty in each estimate and very small percentage shifts can also be impacted by normal variability in the distributions and estimates. This can be seen in particular in very detailed categories such as cross tabs by both children’s age and income.

Finalsite's API is in beta, and Market View does not currently have an integration. To request that NAIS build a data integration for your Finalsite data to Market View, email us at marketview@nais.org and let us know you would like to sync your data from the platform into Market View. We will continue to monitor the progress of the Finalsite API.

1. From Map View, run a query by clicking "Show me the results".

2. Then click "Download CSV"

3. You'll see the spreadsheet contains multiple lines for each ZIP code. This is because Market View provides data for multiple years.

Online Marketing

Instagram, Google Adwords, Facebook Ads, and others can use ZIP codes as parameters for audience selection. Sometimes you can further refine based on other parameters, such as income or psychographic data.

Direct Mail

If you'd like to send physical mail to local addresses, you can pair Market View data with a tool from the Post Office called Every Door Direct Mail.

The Post Office will let you select individual postal routes to include. This is helpful especially if you have a bus stop nearby and you are looking for families with easy access to that bus stop.

Market View can help you make the case for a proposed tuition change. It can help you estimate how many households in your area can afford full tuition.

Here are a few slides for our example school.

At the end of this 20-minute tutorial, you will have artifacts like these three slides.

Getting Your Affordability Posture

First, let's get our affordability posture.

We'll navigate to the Affordability section.

On the Summary tab, Market View gives us an estimate of how many households can afford full tuition. We can copy and paste this into presentation to create our first slide.

Looking at Race/Ethnicity Household Income Distribution

Next, we want to look at the distribution of household income by race/ethnicity.

We'll click on the Race/Ethnicity tab.

You can download the graph by clicking the Download button. Now, you can add that image to your presentation.

Market View can help you demonstrate what your school's reach looks like now compared to five years from now. Here's how you might show that difference.

At the end of this 10-minute tutorial, you will have artifacts like these two slides.

Upload Your Addresses

Let's dive into how to create this set of visuals for your school.

We'll start by adding your school's data into Market View. NAIS will never share your addresses, and you can delete them any time.

First, click and download the CSV template below and replace the example data with your school's.

The video below (<2 minutes) shows you how to do that.

Create Your Visuals with Map View

Now that your data is in Market View, let's create your visuals.

First, navigate to the Map View tab.

Fill in the underlined items on the left and click Show me the results.

Creating a Visual for the Current Year

Select the type of map you want by clicking (change) above the map on the right and select Median Income by ZIP code in...

Add your data by selecting clicking the Map Layers button and selecting the data you would like to add.

Finally, position the map as you would like and click on the Download button and Download map to create a screenshot of just the map.

That's it! You're done with your school's current reach. Let's work on the 5-year forecast now.

Create a visual for projections

Click to fill the checkbox for 2025 Forecast and click download the map for the 2025 forecast.

Now that you have your visuals you can insert them into your next presentation. Here's what that looks like for our Acorn School example.

​​

Market View can help you get really specific and look at specific ZIP codes. Here's how we might show that information for our example school.

At the end of this 10-minute tutorial, you will have artifacts like these four slides.

Getting Detailed Information for Different ZIP Codes in Map View

First, navigate to the Map View tab.

Fill in the underlined items on the left and click Show me the results. The Map will update based on your search criteria.

Sort ZIP codes by median income, number of children, and number of children of color

You can Sort by median income, number of children, and number of children of color to start refining your search.

Show 5-year Forecast

We can take a look at how the market might change in the next 5 years by clicking the 2025 Forecast checkbox.

You can get more detailed data by clicking the Your Data and Demographics accordion toggles.

Now that you have the data you're interested in, you can start putting together a slide that tells a data-rich story.

Here's an example where we are showing the total addressable market for the 20001 ZIP code and what the numbers for a five-year goal of 0.5% might look like.

That's it! You're ready to get detailed data for your school's local market and tell your data story.

The following quick guides will walk you through creating a presentation with Market View's graphs and data.

We will be building a presentation just like this one. Feel free to duplicate these slides, and then use the following guides to replace the data and graphs with your school's data and graphs.

Market View can help you identify trends for your local market. For example, let's say we wanted to look at affordability and race/ethnicity. We might want to show the Change in Average Household Income by Race/Ethnicity and Change in School-Aged Population by Race/Ethnicity.

At the end of this 5-minute tutorial, you will have artifacts like these two slides. These are just two examples of the trends you can look at in Market View.

Looking at Change in Average Household Income by Race/Ethnicity

Let's first take a look at the Change in Average Household Income by Race/Ethnicity. We'll go to the Affordability section under the Trends tab in Market View.

Next, we'll select Change in Average.

We'll download an image of this graph by clicking the Download button in the top right.

Looking at Change in School-Aged Population by Race/Ethnicity

Now, let's grab our second graph that shows Change in School-Aged Population by Race/Ethnicity.

We'll go to the Diversity section under the Trends tab in Market View.

Next, we'll select Change.

Finally, we'll download an image of this graph by clicking the Download button in the top right.

That's it! We have the two graphs we need for our presentation. We can just drop them into our presentation like this.

These are just two of 16 trend graphs available in Market View. Have fun digging into the data and trends for your local market!

Market View 6

Version 6.4.0

• Remove old google analytics

• Update wording in about our data page

• Make entire nav boxes clickable

• Redirect to /your-data after connecting veracross

• Swap to show DASL value in column when there is a mismatch

• Bump @percy/cli from 1.8.0 to 1.26.0

• Add admissions data to standalone zip view

• Update mapbox

• Add forecasts to zip view

• Update affordability statement text

• Add a column for 10-year change to the overview tab of trends.

• Add parenthetical percentages to race counts on data cards

• Split feature flag for blackbaud and veracross

• Fix for race breakdown percentages when zero

• Update text around the beta

• Change styling of the race breakdown percentages

Version 6.1.0

• Label counts for admissions list data as 'students' rather than

• Add sparkles emoji to the new tag

• Add overlay to tables that are scrolled horizontally

• Copy edits on sort bar on trends

• Updates to trends/enrollments

• Only use localstorage for map layer status on /map

• Add admissions data section to map cards

• Add choropleths for most recent and second most recent year applications

• Request previous three years, not including current school year for

• Display admissions items in the zip on the map, including a tooltip

• Add filter to request for admissions list items on map to only get two most recent years

• Update text of link to download upload template / Obscure client secret field on veracross form

• Rename multiple to multiracial

• Correct tutorial "hole" on filters on very wide monitors

• Fix bug where zip codes would toggle visibility when mousing over

Version 6.0.0

• New "Your Data" section with ability to add admissions data

• Enable a new section under trends: "Enrollment" that uses admissions data

• Add in-app chat

• Update help link

• Update terms and conditions

• Format saturation and conversion totals as percentages with one decimal

• Fixes for analysis chart

• Add (last 10 years) to opportunities sort selector options

• Fix text color of school tooltips on maps

• Remove population series from diversity chart on my-school/trends

• Update link to uploading field guide

• Update Check Now links to Learn More and link to help sections

• Implement the help modal on Your Data

• Add terms notice to connect pages and data upload pages

Market View 5

Version 5.0.15

• Update terms

• Fix full-pay, partial-need, and full need labels on distribution chart when all of a particular section is deselected

• Fix some library UI issues

• Fix display of author on reports in library

• Replace many address fields on school with one, 'address'

Version 5.0.8

Released May 10, 2022

• Change choropleth on trends/overview to be forecast percentage

• Remove the dash in the drive time selectors

Version 5.0.7

Released May 2, 2022

• Upgrade to 4.2 of Ember + addons

• Delete the old research tab

• Fix uploading multiple files and dropping files

• Remove zip labels on trends

• Add tooltips on zip lists on trends

• Add year selector to population change chart

• Hide All Ages series by default on School-age population by age

• Add tooltip for private schools on trends

• Extend styles from trends to the rest of the app

• Add percentage of children of total population as choropleth option

• Display 'No addresses found' when no results searching for addresses

• Remove boxes around data labels on column charts on map

• Add query params to trends for drive time, centerpoint and tuition so they persist across tab and when sharing links

• Persist layer selection status in local storage

• Remove ability to edit age preferences

• Change age buckets on trends to default buckets

• Fix horizontal scroll on mobile

• Create the new 'Your Data' route, available at /your-data

• Update fields to correctly display PK-12 instead of K-12

Version 5.0.6

Released March 04, 2022

• Allow duplicate addresses across datasets

Version 5.0.5

Released Feb 08, 2022

• Add option of selecting boys, girls, children in the query paragraph on Map View

• Improve render performance on the Map View when many zips are returned

• Replace the forecast toggle with a checkbox

• Display a warning 5 minutes before a user's session will expire, giving the user the option to log in again or to keep working

• Display a dialog when the user's session is expired, telling the user to log in again

• Use contribution %s for financial gap calculations

• Display a tooltip on income breakdown charts on cards to show the financial gap for each income range

• Round affordability numbers to nearest 1000 to convey their fuzziness

• Add a chart to trends/affordability to show the breakdown of tuition into financial gap and contribution

• Add zones for full pay / partial need / full need to household income distribution by race chart on Trends

• Add additional quotes to the landing page

• Link ZIPs to an page with all data about that ZIP

Version 5.0.4

Released June 16, 2021

• Display names of ZIPs where they are displayed

• Add additional controls to show and hide series on charts on the Trends tab

• Add ability to save images of maps on Trends

• Add a legend for the travel time display on maps on Trends

• Fix a bug on the Map tab where clicking on a ZIP in the map that started with '0' would not scroll to the ZIP's card

• Show labels on maps when zoomed out further

• Show the tuition on saved reports

• Fix the display of ZIPs on the maps in the Library

• Various Copy Edits

Version 5.0.3

Released Jun 07, 2021

• Improve the mobile UI of the trends area

Version 5.0.2

Released May 19, 2021

• Add more debugging info around missing location info

Version 5.0.1

Released May 18, 2021

• Adjust styles to make control sentence UI work on mobile

• Change how copying works to possibly make it more reliable on Chrome

• Add debugging around fetching zips if the lat and long are missing

Version 5.0.0

Released May 17, 2021

• Add /trends section

• Remove /research

• Move Trends to be the landing page after login

Market View 4

Version 4.5.1

Released May 03, 2021

• Add /trends but keep it hidden until we're ready to release

Version 4.5.0

Released Mar 15, 2021

• Add additional map color options and data about children of color

• Close the upper-left hamburger menu when clicking anywhere outside of it

• Display a tooltip on the map when clicking a point from an address dataset

• Upgrade Ember

• Upgrade Highcharts

Version 4.4.0

Released Jan 07, 2021

• Appropriately title the filenames of downloads of charts

• Appropriately title data in chart downloads

• Hide duplicate dropdown navigation items (under hamburger) on desktop

• Bugfix: Correctly get fresh data for forecasted reports when chosen search parameters change

• Bugfix: Hide children-of-color data and maps until data can be corrected

• Bugfix: Show the year of data displayed, not current year, under the income breakdown charts

Version 4.3.0

Released Dec 14, 2020

• Change the selection of the visualization variable to a selection of map visualization by name

• Default to showing 'Number of Children by Zip Code' map visualization

• Default the map zoom to encompass all the zip codes in the result, rather than just the travel time border

• Show a tooltip in the upper right of the map when a zip code is hovered with details for that zip

• Make the Layer Selector and Report Downloads more prominently featured with icons in the upper right

• Move the visualization variable scale over the map on the bottom right.

• Makes consistent use of colors for typography

• Include the # of Children of Color in selected age ranges on the zip card

• When showing the forecast in the report results, show the % change for each value

• Fix a display issue with labels that have tooltips

Version 4.2.0

Released Dec 01, 2020

• Update the icon for the menus on charts

• Update the export options on charts

• Add clarification about scope of data on the Demographics pane of the zip card

• Update links to Help, add additional link to Help in the header

• Bugfix: Fix styling of menus on library

• Bugfix: Ensure files that are text/csv successfully upload

Version 4.1.0

Released Nov 09, 2020

• Fix a bug where financial gap was not available in exports

Version 4.0.0

Released Oct 16, 2020

• Use a hosted image for the twitter card

Solution: zoom out.

For Mac users, hold down "command" and tap the minus key.

For Windows users, hold down "ctrl" and tap the minus key.

• Ensure you can log into https://sso.nais.org

• Try deleting your cookies, clearing your cache, closing your browser, then try logging into Market View again

• We find often schools' firewalls or VPNs block the Market View domain. Please ask your IT department to allowlist the following URL: market-view-api-prod.onrender.com.

American Community Survey (ACS)

The American Community Survey (ACS) is a demographics survey program conducted by the U.S. Census Bureau. It regularly gathers information previously contained only in the long form of the decennial census, such as ancestry, citizenship, educational attainment, income, language proficiency, migration, disability, employment, and housing characteristics. These data are used by many public-sector, private-sector, and not-for-profit stakeholders to allocate funding, track shifting demographics, plan for emergencies, and learn about local communities.[1] Sent to approximately 295,000 addresses monthly (or 3.5 million per year), it is the largest household survey that the Census Bureau administers.[2]

Source: Wikipedia

Children of Color

For Market View, "Children of Color" or "Students of Color" are children aged 0-17 who do not identify as white. We acknowledge that this definition is lacking and problematic but unfortunately we are working from the Census data and have to work within its established categories.

For Market View's purposes "children of color" equals the total amount of children minus white/non-hispanic children.

Choropleth

Pronounced "core-o-pleth".

A choropleth map (from Greek χῶρος (choros) 'area/region', and πλῆθος (plethos) 'multitude') is a type of statistical thematic map that uses pseudocolor, i.e., color corresponding with an aggregate summary of a geographic characteristic within spatial enumeration units.

Source: Wikipedia

People often confuse a choropleth map for a heatmap. Market View does not contain heatmaps. Choropleths have distinct geographical boundaries for each color, whereas heatmaps show gradual color changes.

Easy Analytic Software (EASI)

EASI is a New York-based demographics data solutions and statistical estimating firm that specializes in consumer demographics. EASI takes public data, and provides it to NAIS along with their own projections.

Family

A family is a group of two people or more (one of whom is the householder) related by birth, marriage, or adoption and residing together; all such people (including related subfamily members) are considered as members of one family.

Source: Census Bureau

Heatmap

A heat map (or heatmap) is a data visualization technique that shows magnitude of a phenomenon as color in two dimensions. The variation in color may be by hue or intensity, giving obvious visual cues to the reader about how the phenomenon is clustered or varies over space.

Source: Wikipedia

Household

A household consists of all the people who occupy a housing unit. A house, an apartment or other group of rooms, or a single room, is regarded as a housing unit when it is occupied or intended for occupancy as separate living quarters; that is, when the occupants do not live with any other persons in the structure and there is direct access from the outside or through a common hall.

A household includes the related family members and all the unrelated people, if any, such as lodgers, foster children, wards, or employees who share the housing unit. A person living alone in a housing unit, or a group of unrelated people sharing a housing unit such as partners or roomers, is also counted as a household. The count of households excludes group quarters.

Source: Census Bureau

Isochrone

An isochrone map in geography and urban planning is a map that depicts the area accessible from a point within a certain time threshold. An isochrone (iso = equal, chrone = time) is defined as "a line drawn on a map connecting points at which something occurs or arrives at the same time".

Source: Wikipedia

Median income

The median income is the income amount that divides a population into two equal groups, half having an income above that amount, and half having an income below that amount. It may differ from the mean (or average) income. The income that occurs most frequently is the income mode.

Source: Wikipedia

Saturation

Market View uses this formula to calculate saturation: A school's enrollment in a given ZIP, divided by the total school age population in that ZIP.

Travel time

Market View uses Mapbox to calculate travel times.

Traffic Data speed predictions are calculated using the 300 million miles of de-identified location data collected daily from mobile devices running Mapbox-powered apps.

Source: Mapbox

Market View's mapping depends on a browser engine called WebGL. You'll need to have an updated browser to see the map. If you can't see the map, please update your browser.

Here is the list of ZIPs for which Market View doesn't include data. Some ZIPs are in military locations, or college campuses. The Census doesn't consider those ZIPs to have permanent residences, so we don't have data for those ZIPs. Other ZIPs are islands, territories or remote locations. Please reach out if you have questions or think a ZIP shouldn't be on this list.

00501
01003
01063
01102
01111
01144
01152
01199
01252
01441
01471
01546
01615
01653
01655
01805
01812
01815
01889
01899
01910
02044
02201
02203
02211
02212
02217
02222
02241
02283
02297
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