Geodemographics for Marketers

Using Location Analysis for Research and Marketing
1. Auflage 2016
ISBN: 978-0-7494-7382-2
Verlag: Kogan Page

Buch, Englisch, 232 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 360 g

Reihe: Marketing Science

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.

Autoren/Hrsg.

Leventhal, Barry

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter - 00: Introduction Chapter - 01: An overview of geodemographics; Chapter - 02: Big data and geodemographics; Chapter - 03: Key data sources; Chapter - 04: Geodemographic classification systems; Chapter - 05: Other types of geodemographic discriminators; Chapter - 06: The mechanics of using geodemographics; Chapter - 07: Applications in various industry sectors; Chapter - 08: Choosing a geodemographic classification; Chapter - 09: The international perspective; Chapter - 10: Creating your own information products; Chapter - 11: Looking to the future

Über Autor(innen)

Leventhal, Barry
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.

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.