Targeting technology

During the past few years, suppliers of geodemographics have developed a range of new software tools to enhance the usefulness of their product.

Targeting technology

How marketing technology is driving sharper customer analysis

Greg Bradford

During the past few years, suppliers of geodemographics have developed a range of new software tools to enhance the usefulness of their product. In this article, these new tools are described and illustrated from the perspective of CACI, the original pioneer of commercial geodemographics and developers of the ACORN classifications. Case histories from Ikea, Lex, Austravel, Wales Tourist Board, Sally Ferries and David Lloyd Leisure are presented.

RETAILERS WERE among the first to grasp the benefits of geodemographic targeting. Early on, they understood that, if they were to...

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