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Informationen zum Autor 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. Klappentext 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.Online resources: Figures, practical sessions and learning feedback Zusammenfassung 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. Inhaltsverzeichnis Contributors' biographies Foreword Preface and acknowledgements List of abbreviations Introduction 01 An overview of geodemographics Introduction Definitions and principles How neighbourhood classifications work Key strengths and weaknesses of geodemographics Origins of modern geodemographics Other methods of market segmentation Can geodemographics actually predict purchasing behaviour? Conclusion Notes02 Big data and geodemographicsIntroduction The trend towards big data Why geodemographics is relevant in an age of big data How big data and geodemographics can work together Conclusion03 Key data sources Introduction Sources required for building geodemographic discriminators Sources that geodemographic discriminators are linked to Conclusion04 Geodemographic classification systems Introduction What is a neighbourhood classification? How neighbourhood classifications are built Current neighbourhood classifications in the UK Market-specific classifications How classifications are updated Choosing a classificationConclusion05 Other types of geodemographic discriminators Introduction Census raw variables Derived indicators Fuzzy classifications Sub-postcode discriminators Conclusion Notes06 The mechanics of using geodemographics Introduction Tools and techniques Accessing geodemographic information Visual presentation of results Potential pitfalls and how to avoid them Conclusion07 Applications in various industry sectors Introduction General applications Marketing applications Retail applications Financial services applications Media applications Market research applications Public-sector applications Applications in academia Conclusion Note08 Choosing a geodemographic classification Introduction Steps i...
