- Demonstrates how to implement and improve the use of geodemographics across industries and sectors
- Features case studies from the automotive industry, the telecommunications industry, retail, the Scottish Referendum, the 2011 UK Census, Callcredit's international CAMEO classifications and more to bring the field to life Incorporates the newly introduced generation of geographical classifications and discusses the key census changes proposed for 2021
- Online resources: Figures, practical sessions and learning feedback
Geodemographics for Marketers
Using Location Analysis for Research and Marketing
Learn how to apply geodemographics in any sector with this practical guide, featuring useful case studies throughout from both users and agencies in the field.
Key features at a glance
EAN: 9780749473822
Edition: 1
Published:
Format: 234x156
232 pages
About the book
Geodemographics, the process of analyzing survey data to profile economic and demographic characteristics of populations, is a successful data-driven analysis tool for marketers. Geodemographic classifications are widely embedded in customer databases and market research datasets.
Written by a leading UK authority on geodemographics, Geodemographics for Marketers provides marketers with the know-how to leverage it as an effective research tool to identify location-based segments for highly targeted marketing. International in scope and impartial in its approach, this book demonstrates how to implement geodemographics techniques for practical application in retail, financial services and telecommunications as well as the public sector.
Geodemographics for Marketers includes numerous case studies, from the automotive, retail and telecommunications sectors to the public sector, that illustrate core concepts and how they can be applied to gain positive results. It is also supported by a range of online resources, including figures, practical sessions and learning feedback. The book also incorporates the newly introduced generation of classifications, as well as a discussion of the key decisions of the proposed 2021 census.
About the authors
Dr Barry Leventhal is a leading UK authority on geodemographics. He chairs the Census and Geodemographics Group (CGG), an advisory board of The Market Research Society (MRS), and is a leading voice in the UK information industry.
In this era of excitement over big data it is important for marketers to be able to understand the data sources available to them. Without working knowledge they can neither challenge the experts nor write an accessible, decent brief. This excellent and eminently understandable book positions Geodemographics as a partner to other big data streams and market segmentation techniques. It clearly and helpfully provides marketers with the information they need on this key science, and should be required reading.
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