Geodemographics for Marketers: Using Location Analysis for Research and Marketing

Geodemographics for Marketers: Using Location Analysis for Research and Marketing

by Barry Leventhal

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Overview


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

Product Details

ISBN-13: 9780749473822
Publisher: Kogan Page, Ltd.
Publication date: 01/28/2016
Series: Marketing Science Series
Pages: 232
Product dimensions: 6.10(w) x 9.10(h) x 0.60(d)

About the Author


Barry Leventhal has written widely on geodemographics and data mining.  He is a past winner of the MRS (Market Research Society) award for Innovation in Research Methodology, the MRS Silver Medal, and an Emerald Citation of Excellence.  Currently, he leads his own consulting company, BarryAnalytics and delivers training courses.

Table of Contents

Contributors’ biographies
Foreword
Preface and acknowledgements
List of abbreviations

Introduction

01 An overview of geodemographics
Introduction
Definitions and principles
How neighbourhood classifications work
Key strengths and weaknesses of geodemographics
Origins of modern geodemographics
Other methods of market segmentation
Can geodemographics actually predict purchasing behaviour?
Conclusion
Notes

02 Big data and geodemographics
Introduction
The trend towards big data
Why geodemographics is relevant in an age of big data
How big data and geodemographics can work together
Conclusion

03 Key data sources
Introduction
Sources required for building geodemographic discriminators
Sources that geodemographic discriminators are linked to
Conclusion

04 Geodemographic classification systems
Introduction
What is a neighbourhood classification?
How neighbourhood classifications are built
Current neighbourhood classifications in the UK
Market-specific classifications
How classifications are updated
Choosing a classification
Conclusion

05 Other types of geodemographic discriminators
Introduction
Census raw variables
Derived indicators
Fuzzy classifications
Sub-postcode discriminators
Conclusion
Notes

06 The mechanics of using geodemographics
Introduction
Tools and techniques
Accessing geodemographic information
Visual presentation of results
Potential pitfalls and how to avoid them
Conclusion

07 Applications in various industry sectors
Introduction
General applications
Marketing applications
Retail applications
Financial services applications
Media applications
Market research applications
Public-sector applications
Applications in academia
Conclusion
Note

08 Choosing a geodemographic classification
Introduction
Steps in the selection process
Issues in comparing geodemographic products
Measuring discrimination
Comparing geodemographic classifications
Conclusion

09 The international perspective
Introduction
Prerequisites for geodemographics to operate in a country
Differences between national censuses
Differences in small-area output geographies between countries
International classification systems
Obtaining international data
Country case study-the United States
Conclusion
Notes

10 Creating your own information products
Introduction
Why build a customized solution?
Building a bespoke discriminator
Small-area estimation
Conclusion

11 Looking to the future
Introduction
Likelihood of change in user demand
Census developments
Open data developments
Administrative data developments
Big data developments
Conclusion
 
Appendix A: Useful information sources
Appendix B: The structure of a UK postcode
References
Index

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