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User-uploaded geographic data

User-uploaded data can be accessed in both the Research and Geographic report. Currently, this means that the data must include a geographic component that allows the system to plot it on a map. Geographic components include the following: 

  • Latitude and longitude coordinates
  • ZIP Code™
  • Street address
  • City
  • County
  • DMA
  • State

By default, the system interprets geographic elements as a specific point on a map (an address); however, there are cases when it can be interpreted as a region (a ZIP Code or DMA, for example).

It is important to understand the difference between these types when uploading data, because only regions can be used as geographies (that is, they can be selected in the Geographic Areas filter tab on a report). Both types of geographic data appear in the Data filter tab in a Geographic report.

Point on a map

Point data types describe individual locations. They can be represented by single points on the map. Street addresses and longitude-latitude pairs are examples of point data.

Point locations can be used to aggregate data only if you use the Radius Around Points option to create a geographic filter. This option allows you to specify the distance and create a circular area surrounding the addresses.

Note: Although cities and states can be used as regions in the Rhiza for Research Geographic report, they are always interpreted as partial addresses when included in an uploaded dataset. An uploaded city without a street address will be mapped as a point.


Region data types are defined shapes that can contain other data points. Examples of region-based data include cable ad zones and zip code regions.

Region-based geographies can be used to aggregate data across the region. For example, you could use a US Census dataset with a zip code region geography to learn the number of women over age 55 in that zip code.

Note: Depending on the content of your dataset, zip codes can be interpreted either as regions or as part of an address (points). This affects whether or not the zip codes can be used as geographic areas. Read ZIP Codes in uploaded datasets for detailed information.

Uploaded datasets with point-based geographic elements appear only on the Data tab of a Geographic report. Uploaded datasets with zip code regions appear on both the Data tab and the Geographic Areas tab of a Geographic Report.

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