--- title: PersonaLive description: PersonaLive Data Overview --- [Skip to content](https://support.sitezeus.com/en/personalive#main-content) English Show submenu for translations [Contact us](https://support.sitezeus.com/en/kb-tickets/new?hsLang=en) ![SiteZeus-Logo-MARK-2.png\]](https://support.sitezeus.com/hs-fs/hubfs/SiteZeus-Logo-MARK-2.png?height=40&name=SiteZeus-Logo-MARK-2.png) - [Default HubSpot Blog](https://info.sitezeus.com/blog) Open main navigation Close main navigation - [Default HubSpot Blog](https://info.sitezeus.com/blog) - English Show submenu for translations - [Contact us](https://support.sitezeus.com/en/kb-tickets/new) - Contact us Contact us Hello. How can we help you? - There are no suggestions because the search field is empty. 1. [Help Center - Locate](https://support.sitezeus.com/en?hsLang=en) 2. [Data Bundles & Open API](https://support.sitezeus.com/en/data-bundles-open-api?hsLang=en) # PersonaLive ## PersonaLive Data Overview ### Overview PersonaLive is a segmentation system that classifies every U.S. household into one of **80 behavioral segments** grouped in **17 higher-order “families**” based on live data. Spatial.ai uses behavioral signals (social, mobile, web) combined with individual demographics to develop psychographic / geodemographic profiles that are more dynamic and current than traditional survey-based systems. It is designed for use cases such as customer segmentation, marketing activation, site selection, spend / market share analysis, and enhancing CRM with behavioral profiles. --- ### Key Features & Data Signals | Feature | What it Offers / Why It Matters | | --- | --- | | **Real-Time / Live Behaviors** | Tracks live / recent signals: social media behavior, mobile device location (visitation), web visitation. Because these are updated more frequently than static survey or census data, PersonaLive can adapt to changes in consumer behavior.  | | **80 Segments ⟹ 17 Families** | Households are assigned to one of 80 detailed behavioral segments. Those are rolled up into 17 families for higher-level summarization. Useful when you want granularity vs when you want simpler grouping.[s](https://spatial.ai/docs/datasets/PersonaLive/Dataset_Structure/?utm_source=chatgpt.com) | | **Rich Metadata per Segment** | For each segment there is: demographic data (income, age, etc.), behavioral propensities (visiting certain stores, following certain social accounts, etc.), social topics, live visitation trends, etc.  | | **Household-Level Classification** | Each individual household is mapped to exactly one segment. If households change (move, life events), their segment may update. | | **Delivery & Activation Tools** | Ability to *append* segment labels to first-party data (customer lists, store visitation), *analyze* which segments are most valuable or underrepresented, *activate* by exporting audiences into marketing platforms.  | --- ### Data Structure & Taxonomy - **Families & Segments**: 17 families (higher level), each containing multiple segments. Families often correspond to broad lifestyle / demographic / economic strata (e.g. “Ultra Wealthy Families,” “Young Professionals,” “Blue Collar Suburbs,” “Sunset Boomers,” etc.) - **Segment Codes**: Each segment has a code like `A01`, `B03`, `D02`, etc. The first letter denotes the family; the number helps rank/order within family (often by income or related metrics). For example segment D02 is *#RoaringRetirees*, part of *Suburban Boomers* family. - **Indexing & Propensity Scores**: The system uses indexes (base 100 = U.S. average) to show how much more/less likely a segment is to exhibit certain behaviors (store visitation, following a brand on social, etc.) compared with the average. --- ### Use Cases / Applications PersonaLive lends itself well to: - **Customer base segmentation**: enriching CRM or first-party customer data to see which segments your customers fall into; understanding who are your highest-value segments. - **Digital marketing targeting / audience activation**: building custom audiences in Meta, Google, etc. using segment labels; tailoring creative & messages to segment-based preferences. - **Site selection & trade area analysis**: assessing which segments dominate or visit certain physical locations; projecting demand in new locations by segment. - **Market intelligence & benchmarking**: comparing the composition of segments across geographies; seeing emerging trends in behavior or social topics for specific segments - [Getting Started](https://support.sitezeus.com/en/getting-started?hsLang=en#main-content) - [Basics](https://support.sitezeus.com/en/getting-started?hsLang=en#basics) - [Tour of SiteZeus](https://support.sitezeus.com/en/getting-started?hsLang=en#tour-of-sitezeus) - [Sites](https://support.sitezeus.com/en/getting-started?hsLang=en#sites) - [Model](https://support.sitezeus.com/en/getting-started?hsLang=en#model) - [Forecasting](https://support.sitezeus.com/en/getting-started?hsLang=en#forecasting) - [Manage Account](https://support.sitezeus.com/en/getting-started?hsLang=en#manage-account) - [Projects](https://support.sitezeus.com/en/getting-started?hsLang=en#projects) - [Solutions](https://support.sitezeus.com/en/solutions?hsLang=en) - [Features](https://support.sitezeus.com/en/features?hsLang=en#main-content) - [Reporting Wizard](https://support.sitezeus.com/en/features?hsLang=en#reporting-wizard) - [Polygons](https://support.sitezeus.com/en/features?hsLang=en#polygons) - [Data Bundles & Open API](https://support.sitezeus.com/en/data-bundles-open-api?hsLang=en) - [Utilites](https://support.sitezeus.com/en/utilites?hsLang=en) - [Default HubSpot Blog](https://info.sitezeus.com/blog) [![SiteZeus Logo-1](https://support.sitezeus.com/hs-fs/hubfs/SiteZeus%20Logo-1.png?width=96&height=96&name=SiteZeus%20Logo-1.png "SiteZeus Logo-1")](https://sitezeus.com/) Welcome to the SiteZeus Help Center Copyright © 2026, SiteZeus