What's the difference between the zip code map and the census tract?

According to the US Census Bureau, a census tract is roughly equivalent to a neighborhood and generally has a population size between 1,200 and 8,000 people, with an optimum size of 4,000 people. Census tracts usually cover a contiguous area and add up to counties.

Census tracts are more granular, comprehensive, and standardized than zip codes, which are used by the U.S. Postal Service as a means to more efficiently deliver mail. (http://proximityone.com/tracts_zips.htm). We show census tracts overlaid with zip codes to help you orient their locations.

What exactly is propensity? How do you calculate it?

Propensity is the likelihood that a person in a geographic area will make a purchase at your organization. It can be expressed mathematically as:

Expected number of purchases from a geographic area
Total population in the geographic area

Multiplied times the number of people living in a geographic area, the propensity gives you the estimated number of purchases coming from that geographic area per year. Our data indicates that the average purchase (or transaction) involves 6 tickets.

You say "Predicted Sales transactions" and not "attendees" or "ticket sales"? Why?

Transactions are processed at the box office at the time of a purchase. A transaction could involve one ticket for one person, several tickets for a single person (e.g., a subscription), or several tickets for multiple individuals. Our data indicates that the average purchase (or transaction) involves 6 tickets. There also is the possibility that some ticket purchasers do not actually attend, which further complicates the relationship between a sales transaction and attendance.

How do you define Family/Non-family households?

According to the US Census Bureau, family households consist of two or more individuals who are related by birth, marriage, or adoption. A non-family household consists of an individual either living alone or with non-relatives only.