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.