Demographics alone can’t predict performance—Meet the new data layers in SiteZeus

Generative AI is redefining how brands interpret data; with Zeus.ai Chat, you can now explore your predictive models and uncover the reasoning behind every forecast in seconds.

If you’ve ever looked at two trade areas with the same demographics and wondered why one outperforms the other, you’re not alone. People—and places—are more complex than population counts and median incomes. That’s why we’ve expanded SiteZeus’ data layers to include new demographic, geospatial, and behavioral insights that reveal why markets perform the way they do.

These new data layers go beyond the basics to help brands understand not just who lives in an area, but how they live, spend, move, and interact with their surroundings. It’s a fuller, more connected view of market performance—one that turns data into clear, confident decisions.

Data that paints a full picture of your market

The new data layers help you see each market through a wider lens—connecting who people are with how they live, spend, and engage with their surroundings.

Here’s a look at what you can now explore inside SiteZeus:

• Detailed age and income segments: from specific age groups to median income by age range
• Retail and non-retail spending patterns: across apparel, food, entertainment, healthcare, and more
• Housing and labor insights: including median rent, housing age, household types, employment, and labor force data
• Lifestyle and consumer behavior: from pet ownership and entertainment preferences, and tourism activity—including leisure travelers, business travelers, and second-home visitors
• Environmental and weather data: rainfall, snowfall, temperature, and natural hazard indexes

These new variables build on the momentum of our recent Foot Traffic Projections update—giving brands not only a richer understanding of who’s in a market, but also how people actually move through it. Together, they create a powerful foundation for uncovering what truly drives site performance.

By layering these variables into your models, our site selection software, SiteZeus Locate, delivers greater accuracy, explainability, and context. You can uncover performance drivers you might not have considered—like climate or tourism—while validating assumptions behind why certain markets outperform others.

Turning data into action

This isn’t just about adding more data —it’s about unlocking better insights. By combining demographics, spending, lifestyle, and environmental variables, SiteZeus gives your team a truly comprehensive view of what drives success in any market.

Whether you’re evaluating new markets, optimizing existing locations, or forecasting performance, these enhanced data layers help you move from guessing to knowing. The result: smarter planning, stronger forecasts and faster growth with confidence.

Ready to see what’s driving your markets?

Log into SiteZeus and start exploring the new data layers today—or reach out to our team for a personalized walkthrough of our site selection software.