Geodemographics for Marketers: Using Location Analysis for Research and Marketing
Geodemographics for Marketers: Using Location Analysis for Research and Marketing
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营销人员的地理人口统计：使用位置分析进行研究和营销
DOI：
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发表时间：
2016
期刊：
影响因子：
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通讯作者：
B. Leventhal
中科院分区：
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作者：
B. Leventhal
地理人口统计是分析调查数据以描绘人口的经济和人口特征的过程，对于营销者来说是一个成功的数据驱动的分析工具。地理人口分类广泛嵌入客户数据库和市场研究数据集中。由英国一家领先的地理人口统计学权威撰写的《营销人员地理人口统计》为营销人员提供了如何利用它作为有效的研究工具来识别基于位置的细分市场以进行高度针对性营销的诀窍。这本书展示了如何在零售、金融服务和电信以及公共部门的实际应用中实施地理人口统计学技术。营销人员的地理人口统计学包括从汽车、零售和电信部门到公共部门的大量案例研究，这些研究说明了核心概念以及如何应用这些概念来获得积极的结果。该书还纳入了新一代分类，以及对拟议的2021年人口普查的关键决定的讨论。
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. The book also incorporates the newly introduced generation of classifications, as well as a discussion of the key decisions of the proposed 2021 census.