Geodemographics, GIS and Neighbourhood Targeting

Geodemographic classification is 'big business' in the
marketing and service sector industries, and in public policy there
has also been a resurgence of interest in neighbourhood initiatives
and targeting. As an increasing number of professionals realise the
potential of geographic analysis for their business or
organisation, there exists a timely gap in the market for a
focussed book on geodemographics and GIS.

Geodemographics: neighbourhood targeting and GIS provides
both an introduction to and overview of the methods, theory and
classification techniques that provide the foundation of
neighbourhood analysis and commercial geodemographic products.
Particular focus is given to the presentation and use of
neighbourhood classification in GIS.

• Authored by leading marketing professionals and a prominent
  academic, this book presents methods, theory and classification
  techniques in a reader-friendly manner

• Supported by private and public sector case studies and
  vignettes

• The applied 'how to' sections will specifically
  appeal to the intended audience at work in business and service
  planning

• Includes information on the recent UK and US Census products
  and resulting neighbourhood classifications

Auteur
Richard Harris, University of Bristol, UK. Peter Sleight, Target Market Consultancy, UK.

Texte du rabat
Geodemographics is the analysis of people by where they live, using profiling, mapping and GIS software to display and analyse geodemographic information. It focuses on the complex geographies of consumption, behaviour, attitude, affluence and deprivation that shape our socio-economic landscape. With an extensive range of applications, geodemographic methods are widely used to aid marketing, customer targeting, service delivery and strategic decision-making in both the public and private sectors. Geodemographics, GIS and Neighbourhood Targeting provides an introduction to the methods, theories and classification techniques that form the foundation of neighbourhood analysis and commercial geodemographic products. It examines best practice when using geodemographic methods, software and systems, to balance academic theories with the realities of the business world. Theory is presented in a user-friendly style and is supported by relevant contributed case studies and short vignettes. Applied 'how to' sections will appeal to those who work in business and service planning.

• Features specially commissioned case studies written by expert users of geodemographics.
• Focuses on presenting and using neighbourhood classification in GIS.
• Considers the relevance, strengths and limitations of the geodemographic idea for public and private sector decision-making.
• Includes information of the recent UK and US Census products and resulting classifications.
  Part of the Mastering GIS: Technology, Applications and Management Series, this book will appeal to professionals working with geodemographics or neighbourhood data in marketing, retail planning, service delivery and the public sector. It will be an excellent introduction for upper-level undergraduate and Masters students taking geodemographics or related modules as part of degrees in GIS, Geography, Marketing or Business.

Résumé
Geodemographic classification is 'big business' in the marketing and service sector industries, and in public policy there has also been a resurgence of interest in neighbourhood initiatives and targeting. As an increasing number of professionals realise the potential of geographic analysis for their business or organisation, there exists a timely gap in the market for a focussed book on geodemographics and GIS. Geodemographics: neighbourhood targeting and GIS provides both an introduction to and overview of the methods, theory and classification techniques that provide the foundation of neighbourhood analysis and commercial geodemographic products. Particular focus is given to the presentation and use of neighbourhood classification in GIS.

• Authored by leading marketing professionals and a prominent academic, this book presents methods, theory and classification techniques in a reader-friendly manner
• Supported by private and public sector case studies and vignettes
• The applied 'how to' sections will specifically appeal to the intended audience at work in business and service planning
• Includes information on the recent UK and US Census products and resulting neighbourhood classifications

Contenu

List of Case Study Contributors xi

Preface xiii

1 Introducing Geodemographics 1

Learning Objectives 1

Introduction 2

1.1 The use of geodemographics 3

1.2 A simple application: opening a coffee shop in Atlantic City 5

1.3 Another application: guiding neighbourhood regeneration funding 10

1.4 Using geodemographics for retail targeting 12

1.5 How it works: a short theory of geodemographics 14

Case study: modelling price sensitivity and geodemographic categories in the restaurant market 19

Case study: using geodemographics in the public sector 21

1.6 Where next? An overview of the following chapters 24

1.7 Conclusion 26

Summary 26

Further Reading 27

2 London to Chicago and Back Again! The Origins of Geodemographics 29

Learning Objectives 29

Introduction 30

2.1 The life and labours of an early neighbourhood analyst 30

2.2 From London to Chicago and beyond! 37

2.3 A note on measuring deprivation 42

Case study: Charles Booth yesterday once more? 45

2.4 Conclusion 49

Summary 50

Further Reading 51

3 The Evolution of Geodemographics and the Market Today 53

Learning Objectives 53

Introduction 54

3.1 From census to commerce 55

3.2 Geodemographics today 61

Case study: the US market for geodemographics 67

3.3 The role of market research linkages 70

3.4 Use of non-census data 70

3.5 Conclusion 73

Summary 75

Further Reading 75

4 Geodemographics and GIS 77

Learning Objectives 77

Introduction 78

4.1 Principles of GIS 79

4.2 Mapping geodemographic information with GIS 88

4.3 An interesting pattern? 92

4.4 Confounded by choropleths! 95

Case study: Using GIS for neighbourhood analysis and targeting a commercial perspective 99

4.5 Spatial interaction models 103

4.6 Conclusion 106

Summary 107

Further Reading 108

5 Geodemographic Information Systems and Analysis 109

Learning Objectives 109

Introduction 110

5.1 Data collection and input 111

5.2 Data analysis 115

5.3 Data visualization and output 137

Case study: Different neighbourhoods, different policing styles 141

5.4 Conclusion 143

Summary 144

Further Reading 145

6 How Geodemographic Classifications are Built 147

Learning Objectives 147

Introduction 148

6.1 Data input sources of data for neighbourhood classification 148

6.2 Preparing the data for classification 150

6.3 Evaluation of input variables 152

6.4 Selecting weights 159

6.5 Clustering 160

6.6 Optimization process and manual intervention 166

6.7 Forming a cluster hierarchy 168

6.8 Labels, portraits and visualization tools 171

6.9 A worked example of clustering 173

6.10 Conclusion 181

Summary 182

Further Reading 183

7 Geodemographics Around the World 185

Learning Objectives 185

Introduction 186

7.1 The internationalization of geodemographics 187

Case study: a brief comparison of selected censuses from across the world 189

7.2 Census data sources some differences in what is asked and where 193

7.3 Differences in the availability of non-census data sources 195

7.4 Variations in the detail of the postal delivery system 196

7.5 Geographies of neighbourhood worldwide 196

7.6 Conclusion 204

Summary 205

Further Reading 206

**8 'But Does It Work?' Geo…