Income Levels in Manhattan

by Eimar Boesjes on October 27, 2014

The images below show income levels in Manhattan overlaid on aerial photo’s.  The income levels are shown from yellow for the lower incomes to red for the highest incomes.  Click on the images to zoom in.

Income in Manhattan Income in Manhattan projected over Aerial Photos

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Psychographic Analysis of Consumers

by Eimar Boesjes on October 9, 2014

Moonshadow has created Consumermapping, a tool to perform detailed demographic and psychographic analysis of consumers.  Consumermapping works with customer databases with millions of records but it can also be used for clients with smaller databases.  The technology can be used to analyze customers for businesses, membership for non-profits, subscribers for newspapers and much more. 

Moonshadow shows the address of millions of customers on the map. 3.4 million ACME Customers shown on 1.9 million addresses in the US


We will use Acme, an hypothetical company with 3.4 million customers in the US to show what you can do with Consumermapping.  The screenshot above shows the address for each of Acme’s customers and you can see that Acme has the largest number of customers on the East Coast.  Consumermapping has hundreds of demographic and psychographic attributes for each consumer.  The panel on the right allows you to open each attribute and instantly see the distribution of the customers for a specific attribute.  In the image above you can see that 51% of Acme’s customer are male and that Acme is most widely used by customers in the age groups of 40-49 (34.1%) and 50-59 (26.7%) by people who are likely to be married (90.8%).  The Occupation Group section shows that Acme has customers across all occupations.

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Data Density Maps for Registered Voters

by Eimar Boesjes on September 25, 2014

Moonshadow Mobile has added a new visualization feature to its Ephemeris technology: Data Density Maps.  With Data Density Maps Ephemeris visualizes both the density of an attribute and the values of an attribute at the same time over a map.  The images on this page show both the population density as well as the Political Party registration.

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Shrinking Big Data

by Eimar Boesjes on June 27, 2014

If you manage ‘Big Data’ then you’ve probably run into this problem: your Big Data is getting too big. Before you know it you are moving around files that take 20 or 30 hours to transfer and many hours to compress, decompress or even to back up. Six months after installing a new batch of backup servers they are maxed out and you have to add more. As a result you are constantly pressing users to reduce the amount of data you keep accessible for them. At Moonshadow we host and serve more than one billion records for our customers and we used to run into this problem constantly. A few years ago we came up with a simple idea to solve this problem: if we could shrink the footprint of each record we could reduce the size of the data. And if we could do this in the native format of the datastore then we would not have to deal with compression and decompression.

Over the last five years we have been developing our patent-pending proprietary datastore “Ephemeris” and recently reached an interesting milestone: we can store big data in less than one byte per value for databases that include a mixture of boolean, numeric and text fields. As an example, one population database we work with is the Registered Voters Database for California from our customer L2 Political.  This database includes 16 million records and 649 columns storing more than 10 billion values. This database includes 211 text fields, a field type that usually uses four bytes per character. This database takes up approximately 92GB in Microsoft SQL Server. Ephemeris stores these 10 billion values in just 8.9GB which comes to less than 1 byte per value. We were able to shrink the footprint by more than 90%.  As a result we can fit 10 times as much data on the same server, our backup servers can store 10 times the number of records and when we move data around file transfer times are 10 times faster. In another example we have a database with 160 million records and 170 fields or a total of 27 billion values. Ephemeris takes just 16GB to store this data which comes to 0.63 bytes per value. This is smaller than the space that is taken up by the smallest datatype in a traditional SQL Server database. Using Ephemeris some of our customers reduced the number of servers required from several hundred to less than 90, resulting in savings of tens of thousands of dollars per month.

California Voters Database MS SQL Server Ephemeris
Footprint (GB) 91.87 8.90
Records 16,127,412 16,127,412
Fields 649649
Total Number of values (records * fields) 10,466,690,388 10,466,690,388
Average bytes per value 9.42 0.91
 Table 1. Ephemeris reduced the registered voters database for California by 90%   (Data from L2 Political)

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Ground Game Web for Phone Banking

by moonshadow mobile on June 5, 2014

As you probably know Ground Game with VoterMapping is the most technologically advanced suite of tools for online voter data analysis and door-to-door canvassing with iOS (iPads and iPhones) and Android (tablets and phones) mobile devices.

We’ve also added a new desktop web-browser interface to enable phone banking. Your canvassing volunteers can login from their laptops or home computers to conduct phone surveys! The latest improvements to Ground Game Web include a split screen allowing your phone banking volunteers to see a map of the addresses and voters they are contacting while navigating through the call list and survey questions.

Ground Game Web for Phone Banking

Phone banking is among the most efficient ways to talk with community members and prospective voters about the issues that matter to them and to collect actionable survey responses. Using Ground Game with VoterMapping campaign management staff and field coordinators simply use the selection tools in VoterMapping to easily create targeted lists of voters with phone numbers, save those lists and assign them to phone volunteers with a few mouse clicks. Simple, fast and efficient! Volunteers login to the Ground Game Web interface from their computer’s web browser, select voters from the list, call them, conduct the campaign-generated survey, and the responses are then uploaded in real time to the campaign’s VoterMapping management interface.

Ground Game Web Survey for Phone Banking

A phone bank can remind and motivate targeted voters to vote, advise them on voting locations, offer rides to the polls or introduce a candidate’s positions on the issues. The call list should target the correct audience; for example, a GOTV pone bank should concentrate only on your candidate’s likely voters. With VoterMapping’s best-of-breed registered voter data and hundreds of voter attributes it’s easy to drill down to create exactly the targeted audience that meets your campaign’s strategic goals.

Learn more about Ground Game with VoterMapping

Contact Moonshadow

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List Vendor adapts SaaS and adds revenue

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In 2010 Labels & Lists was selling voter files the same way it had been doing for almost 30-years.  Political campaigns would call up and place an order.  The records would be selected from the databases by database engineers and exported to a CSV or PDF file.  The data would be sent to the client [...]

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GroundGame Changes the Way Canvassing is Done

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Door-to-Door Canvassing has always been an important part of political campaigns, and even in this technological day and age it is one of the surest ways for politicians to reach voters.  Though the results of canvassing haven’t changed with new technology, the way canvassing is done has. In the past few years, new applications have [...]

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