New Demographic Data For NBA in Segment Builder

This update covers:

July 2026 - This change applies to all NBA teams on the StellarAlgo platform.

We've upgraded the third-party demographic data source in Segment Builder from Infutor to Minerva, NBA's new league-wide enrichment provider. Minerva data is refreshed monthly and matched on primary email address.

This is a data source change, not a feature change. The Segment Builder interface works the same way. However, because Minerva categorizes demographic data differently than Infutor, you may notice updated values in some filter dropdowns - specifically, occupation values, education levels, and possibly marital status categories may look slightly different. Income ranges, gender, age, and other numeric or standardized values are unaffected.

Two new demographic filters are now available in the Segment Builder:

These join your existing demographic filters, which continue to work as before:

Several legacy filters under League Data that were powered by Infutor have been removed, as they are no longer available from the new provider. These include:

If you were using any of the above League Data filters in your segments or reporting, those filter criteria will no longer return results.

Segment Builder → Add Filter → Demographics section. No new navigation or UI changes. The filters appear in the same location you're used to.

There are two categories of impact on saved segments:

First, segments using removed League Data filters (interest indices, media usage, etc.) - those filter criteria will no longer apply. The segment will still run but will behave as if those filters were not set.

Second, segments using Occupation or Education filters - these filters still work, but the underlying values have changed. A segment built against Infutor's occupation or education categories may now match a different population. We recommend re-creating any saved automations or segments that use Occupation or Education values to ensure they target the intended audience. Marital Status may also be affected.

Action required: Review and re-create any active segments or automations that use Occupation, Education, or Marital Status filters. Segments using removed League Data filters should also be reviewed. Your CSM can help identify affected segments.

With the transition from Infutor to Minerva, the enrichment data available on the platform has shifted. Minerva provides stronger demographic, property, and employment data, including new fields like Home Ownership Status and Is Retired that were not previously available. Additional attributes - including Estimated Wealth Range and Job Seniority Level - are expected in the coming weeks (see Coming Soon section below).

However, certain behavioral and interest-based attributes that were available under Infutor are no longer part of the enrichment dataset. These include interest affinity scores (e.g., interest in specific sports, travel, gambling), media consumption indicators, social media usage frequency, shopping behavior segments, and lifestyle cluster classifications. These attributes were sourced exclusively from Infutor and do not have equivalents in the Minerva dataset.

If your team was actively using interest-based or lifestyle filters under League Data in the Segment Builder, those filters have been removed. We recommend using the expanded demographic filters now available as alternatives for audience targeting. Additional filters for premium audience identification - including Estimated Wealth Range and Job Seniority Level - will be available soon.

The following additional attributes from the Minerva dataset are being prepared for the Segment Builder. These are expected within approximately 4 weeks (target: August 2026).

These attributes are being surfaced through the kernel data pipeline and will appear in the Demographics section of the Segment Builder once available. No action is needed from you, the new filters will appear automatically.

The Income filter in Segment Builder will be expanded to support higher income brackets, up to $1M and $1M+. This addresses feedback from teams needing to target high-income audiences for premium offerings. The current income ranges remain unchanged; the expansion adds new upper brackets. Target: August 2026

Q: Will my existing demographic-based segments break?

A: Segments will continue to run, but some may match a different audience than intended. Filters based on numeric or standardized values (Age, Gender, Income, Children in Household) are unaffected. However, Occupation and Education values have changed under Minerva, and Marital Status may also differ. If you have segments using these filters, we recommend re-creating them with the updated Minerva values to ensure accurate targeting.

Q: Is Minerva data available for non-NBA teams?

A: No. Minerva is an NBA league-wide initiative. Non-NBA teams continue to use existing enrichment sources. Contact your CSM for details on your team's data sources.

Q: How often is Minerva data refreshed?

A: Monthly. Minerva data is matched on primary email address and refreshed on a monthly cadence.

Q: Can I get a list of exactly which filters were removed?

A: Yes. Contact your StellarAlgo account team or CSM for the complete list of removed Infutor-powered filters.

Q: When will additional Minerva attributes be available?

A: Additional attributes including Estimated Wealth Range, Job Seniority Level, Remote Worker Status, Company Industry, Company Name, Education Institution, Match Score, and expanded Children in Household are targeted for August 2026 (approximately 4 weeks). These will appear automatically in the Demographics section of the Segment Builder. See the Coming Soon section above for details. Expanded income targeting (up to $1M+) is also expected in the same timeframe.

Need help? Contact your StellarAlgo CSM or reach out to support@stellaralgo.com.