Unlocking Market Insights: How U.S. Census Data Helps Marketers Size Opportunities

If you’re a business owner or marketing leader, you’ve probably wrestled with a big question: How large is my potential market? In a recent article, we broke this down into three concepts—Total Addressable Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM). Together, they provide a framework for understanding the size of the opportunity in front of you.

But here’s the challenge: frameworks are only as good as the data behind them. That’s where the U.S. Census Bureau comes in. Often overlooked, the Census is one of the most powerful and reliable resources marketers can tap into for market sizing and strategic planning.  It has been our go-to data resource for years, and by the way, it’s all free!

Let’s look at how Census data can become your secret weapon for smarter marketing decisions.