Birds of a feather still flock together: The continuing relevance of geodemographics

Barry Leventhal

Applied Marketing Analytics: The Peer-Reviewed Journal, 2016, vol. 2, issue 1, 52-56

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/1109/download/ (application/pdf)
https://hstalks.com/article/1109/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2016:v:2:i:1:p:52-56

Access Statistics for this article

More articles in Applied Marketing Analytics: The Peer-Reviewed Journal from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().