Market Analysis: Customer Profiling

Personicx household classification data

Profiling helps you understand your customers and prospects and assist with predicting their propensity to buy a particular product line or to shop at specific locations. Using profiling can help you:

• Save time and money by quickly profiling your customers and finding more of the same
• Improve response rates and your reputation by improved targeting - understand the characteristics of your target market and send them the most appropriate message
• Improve decision making using profiles to compare potential locations, acquisitions and mergers and provide statistical information on which to base these important decisions.

Neighbourhood Profiling data products are created by cluster analysis of each country. They group together areas where for example, there are likely to be lots of married professionals living in semi-detached housing, owning more than one car with a high ownership of credit cards. People in households in these particular areas are also likely to be interested in the theatre, home computing and taking foreign holidays.

Cameo welfare data

Other clusters might identify areas where there are lots of low income retired people with a high incidence of smoking and interest in Bingo, horse racing etc.

In Britain, for example, each unit postcode is allocated to the cluster which is most likely to describe the majority of households within the postcode so you can take your customer mailing list and append a cluster code to each one. Then you can total the number of each type, buying each of your products to look for trends. For example you may be promoting a traditional budget priced product that is more attractive the older low income groups.

However, you don't need an individual customer list, if you identify areas where you have a high market penetration or use the catchments of your best performing outlets, you can profile these "good" areas and then look elsewhere for places with a high proportion of people with the same profile.

MapMechanics can offer data for your market analysis from a wide range of originators such as Paracentesis and international specialists such as CAMEO, so you can compare areas between countries. Find out more at www.MapMechanics.com/allmapdata

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