The geography of direct marketing

Susan Squires

The article explains how local geography is applied in a direct marketing campaign, and where to get the necessary location-based information.

The geography of direct marketing

Getting better answers to 'who and how and what?' in terms of where

Susan Squires
The focus of this paper is 'location' - a layman's guide to those aspects of modern geodemographics that are essential elements in the specification of a direct marketing campaign. After explaining fundamental principles, it outlines the sources of geodemographic information, distinguishing the relatively stable 'official' sources from a wealth of more specific data. These sources are increasingly linkable - starting with the building blocks of an address and postcode. Linkages and data merging have brought order and...

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