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Birds of a feather still flock together: The continuing relevance of geodemographics
Applied Marketing Analytics: The Peer-Reviewed Journal,
2
(1),
52-56
(2016)
Abstract
The science of geodemographics was launched in the UK and US markets in the late 1970s, and has been in continuous use for the best part of 40 years. This paper has three main roles. First, it reminds readers about the geodemographic approach. Secondly, in order to demonstrate that neighbourhood segments can actually predict consumer behaviour within small areas, the paper describes an experiment which was conducted to test this hypothesis. Finally, it explains why the science continues to be relevant today, even though the marketer now has access to vastly more detailed, specific and timely information on each consumer.
Keywords: geodemographics; segmentation; geodemographic segments; neighbourhood classification; targeting; predictive analytics; discriminator; census data; big data
The full article is available to subscribers to the journal.
Author's Biography
Barry Leventhal has worked in marketing analytics for more than 30 years, having been with TNS, Pinpoint Analysis, Berry Consulting and Teradata. In 2009 he set up his own advanced analytics consultancy, based in the UK. Barry chairs the Census and Geodemographics Group, which is an advisory board of the Market Research Society. His book, ‘Geodemographics for Marketers: Using Location Analysis for Research and Marketing’, was published by Kogan Page in the UK and USA at the start of 2016.
Citation
Leventhal, Barry (2016, February 1). Birds of a feather still flock together: The continuing relevance of geodemographics. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 2, Issue 1. https://doi.org/10.69554/UPXR9983.
© Henry Stewart
Publications LLP
Publications LLP