Geodemographics for Marketers: Using Location Analysis for Research and Marketing (Marketing Science)

Geodemographics is a technique of market segmentation and a well-established data-driven analysis tool for marketers. Since its inception in 1979, its classifications have been widely used in customer databases and market research datasets.

Written by one of the UK s foremost marketing statisticians, this book will help busy marketers apply geodemographics in any sector involved in business to consumer marketing, including retail, financial, and telecommunication fields. With numerous practical case studies from users and agencies worldwide, Geodemographics for Marketers is international in scope, offering an independent and impartial source of information about the real success geodemographics can bring to an organization.

Chapters cover:
-The definitions and principles of geodemographics and its strengths and weaknesses
-Classification systems, including data inputs, how a classification is built, an overview of the latest products, and a table of the current classifications
-Mechanics of using geodemographics
-Applications in various industry sectors
-How to choose a geodemographic classification
-International geodemographics
-Building a sector specific geodemographic discriminator, how classifications have been improved/augmented, individual-level classifications, and predictive analytics on customer databases
-What the future holds for geodemographics