Getting Geographic Data (USA)

– Census Data
– Data tracked by government, reported by MSA is available
– Fairly detailed demographic profile of each MSA
– MSAs are closely aligned with TV and radio markets
– Database marketers choose to have census group and MSA
codes appended to their customer addresses
– Allows you to select audiences based on the market they live
in
– Software packages do this (Melissadata, ASA software)

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

Geo Targeting and Positioning

–Geocoding software helps identify households that live

within a given distance of a store location
–This ability is apparent on many services (pizza delivery)
–For businesses that don’t have the option of doing
business online, it’s important to understand the
geographic range of their customer base (theme parks,
restaurants)
–Know how far people are willing to travel to do business
with you

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

Geo-Fencing and Customer Tracking

–Target Customers
who come closer
to your store

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD