Playground →
Banner Bank is the dominant pull in Umpqua Bank's top 10, scoring 0.88 — a full seven points above the next neighbor. That gap is the defining structural feature of this data.
The shape is a spike. Banner Bank (0.88) and Washington Federal (0.81) are the only two fellow banks in the top 10, and they occupy the top two positions. After them, the neighbor set disperses across a wide range of subcategories: Miracle-Ear and Health & Medical Services represent Health and Medical Services (0.81 and 0.78 respectively); Weis Markets and Price Chopper are General Grocery Stores (0.80 and 0.77); A&W Restaurants is QSR (0.78); Weis Pharmacy is a pharmacy (0.78); RDO Equipment Co is B2B Services and Wholesale (0.77); and Anytime Fitness is a fitness center (0.77). No single non-bank subcategory dominates — the cross-kind neighbors are genuinely varied. What they share is a profile consistent with community-anchored, regionally concentrated audiences: grocery chains, local health services, and neighborhood fitness rather than national mass-market brands. The two banks at the top confirm that Umpqua's audience shape is recognizable within its own category, but the long tail of cross-kind neighbors suggests the audience also overlaps heavily with everyday, place-based service brands.
The spike structure — one very strong match, then a broad scatter — points to an audience with a clear regional banking identity that nonetheless mirrors the habits of consumers who rely on local, physical-location businesses across multiple categories.
