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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.
    Paperback£29.99
    Ebook£24.99
    Print and ebook bundle£37.50
EAN: 9780749473822
Edition: 1
Published:
Paperback
Format: 234x156
232 pages
    About the book
    Table of contents
    Reviews
    Supporting resources

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

Barry Leventhal

Dr Barry Leventhal is a leading UK authority on geodemographics and a marketing analytics expert. He is Emeritus Chair of the Census and Geodemographics Group (CGG), which is an advisory board of The Market Research Society (MRS) and a leading voice in the UK information industry. He was recently awarded the MRS Gold Medal Award - the association's rarest accolade, presented for the first time since 2008 - in recognition of his lifetime of exceptional achievement and contribution to the research profession.

More about Barry Leventhal

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.

Jane Frost CBE, Chief Executive Officer, Market Research Society