Geographic Segmentation

–Geographic data can be used in analytics to

enhance database marketing campaigns
–Geo-analytics to customize messages and
determine appropriate campaign timing.
–Geography is also correlated with many
demographic traits which can be both helpful
and potentially risky

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

Steps to do Geographic Segmentation

–There are a variety of ways to group addresses

together, most common being zip code
–One common grouping is Metropolitan Statistical
Area or MSA for fairly large cities
–There is also lower level grouping called
Micropolitan Statistical Area that’s used for
government reporting
–Closely related to Metropolitan Statistical Areas is
the notion of a Designated Market Areas or DMA
INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD
Case Example: Geographic Segmentation

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD