GGR252H5 Lecture Notes - Lecture 10: Geodemographic Segmentation, Caci, Commuter Town
Document Summary
Geodemographic segmentation refers to a range of methods used for classifying and characterizing neighborhoods or localities based on the principle that residents living near each other are likely to have similar demographic , socio-economic and lifestyle characteristics. Identify areas with clusters of customers which are: Customer profiling, cross-selling, site selection, strategic planning, media buying. Basic assumptions: tobler"s first law of geography: Things are similar, but close things are more similar than distant things . Similar people with similar tastes cluster in neighborhoods. Where you live determines whether or not you are likely to be a good market prospect: clustering people living in neighbourhoods share many demographic and other characteristics which vary from neighbourhood to neighbourhood. Clusters people by a number of demographic variables available from the census and other sources such as age, sex, language and ethnicity, occupation, educational attainment , etc. May or may not include a geographic component.
