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Geodemographics for Marketers

Book Description

This book is a practical guide for marketers to apply geodemographics in any sector. It features useful case studies throughout from users and agencies working in the field.

Table of Contents

  1. Cover
  2. Praise for Geodemographics for Marketers
  3. Title Page
  4. Contents
  5. Contributors’ biographies
  6. Foreword
  7. Preface and acknowledgements
  8. List of abbreviations
  9. Introduction
  10. 01    An overview of geodemographics
    1. Introduction
    2. Definitions and principles
    3. How neighbourhood classifications work
    4. Key strengths and weaknesses of geodemographics
    5. Origins of modern geodemographics
    6. Other methods of market segmentation
    7. Can geodemographics actually predict purchasing behaviour?
    8. Conclusion
    9. Note
  11. 02    Big data and geodemographics
    1. Introduction
    2. The trend towards big data
    3. Why geodemographics is relevant in an age of big data
    4. How big data and geodemographics can work together
    5. Conclusion
  12. 03    Key data sources
    1. Introduction
    2. Sources required for building geodemographic discriminators
    3. Sources that geodemographic discriminators are linked to
    4. Conclusion
  13. 04    Geodemographic classification systems
    1. Introduction
    2. What is a neighbourhood classification?
    3. How neighbourhood classifications are built
    4. Current neighbourhood classifications in the UK
    5. Market-specific classifications
    6. How classifications are updated
    7. Choosing a classification
    8. Conclusion
  14. 05    Other types of geodemographic discriminators
    1. Introduction
    2. Census raw variables
    3. Derived indicators
    4. Fuzzy classifications
    5. Sub-postcode discriminators
    6. Conclusion
    7. Notes
  15. 06    The mechanics of using geodemographics
    1. Introduction
    2. Tools and techniques
    3. Accessing geodemographic information
    4. Visual presentation of results
    5. Potential pitfalls and how to avoid them
    6. Conclusion
  16. 07    Applications in various industry sectors
    1. Introduction
    2. General applications
    3. Marketing applications
    4. Retail applications
    5. Financial services applications
    6. Media applications
    7. Market research applications
    8. Public-sector applications
    9. Applications in academia
    10. Conclusion
    11. Note
  17. 08    Choosing a geodemographic classification
    1. Introduction
    2. Steps in the selection process
    3. Issues in comparing geodemographic products
    4. Measuring discrimination
    5. Comparing geodemographic classifications
    6. Conclusion
  18. 09    The international perspective
    1. Introduction
    2. Prerequisites for geodemographics to operate in a country
    3. Differences between national censuses
    4. Differences in small-area output geographies between countries
    5. International classification systems
    6. Obtaining international data
    7. Country case study – the United States
    8. Conclusion
    9. Notes
  19. 10    Creating your own information products
    1. Introduction
    2. Why build a customized solution?
    3. Building a bespoke discriminator
    4. Small-area estimation
    5. Conclusion
  20. 11    Looking to the future
    1. Introduction
    2. Likelihood of change in user demand
    3. Census developments
    4. Open data developments
    5. Administrative data developments
    6. Big data developments
    7. Conclusion
  21. Appendix A: Useful information sources
  22. Appendix B: The structure of a UK postcode
  23. References
  24. Index
  25. Copyright