Geodemographics, GIS and Neighbourhood Targeting

Geodemographic classification is 'big business' in themarketing and service sector industries, and in public policy therehas also been a resurgence of interest in neighbourhood initiativesand targeting. As an increasing number of professionals realise thepotential of geographic analysis for their business ororganisation, there exists a timely gap in the market for afocussed book on geodemographics and GIS. Geodemographics: neighbourhood targeting and GIS providesboth an introduction to and overview of the methods, theory andclassification techniques that provide the foundation ofneighbourhood analysis and commercial geodemographic products.Particular focus is given to the presentation and use ofneighbourhood classification in GIS. Authored by leading marketing professionals and a prominentacademic, this book presents methods, theory and classificationtechniques in a reader-friendly manner Supported by private and public sector case studies andvignettes The applied 'how to' sections will specificallyappeal to the intended audience at work in business and serviceplanning Includes information on the recent UK and US Census productsand 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. Preface.

1. Introducing Geodemographics.

Learning Objectives.

Introduction.

The use of demographics.

A simple application: opening a coffee shop Atlantic City.

Another application: for guiding neighbourhood regeneration funding.

Using geodemographics for retail targeting.

How it works: a short theory of geodemographics.

Case Study: modelling price sensitivity and geodemographic categories in the restaurant market (Martin Callingham).

Case Study: using geodemographics in the public sector Keith Dugmore).

Where next? An overview of the following chapters.

Conclusion.

Summary.

Further Reading.

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

Learning Objectives.

Introduction.

The life and labours of an early neighbourhood analyst.

From London to Chicago and beyond!

A note on measuring deprivation.

Case Study: Charles Booth yesterday once more? (Scott Orford).

Conclusion.

Summary.

Further Reading.

3. The Evolution of Geodemographics and the Market Today.

Learning Objectives.

Introduction.

From Census to commerce.

Geodemographics today.

The US Market for Geodemographics (Dave Miller).

The role of market research linkages.

Use of non-census data.

Conclusion.

Summary.

Further Reading.

4. Geodemographics and GIS.

Learning Objectives.

Introduction.

Principles of GIS.

Mapping geodemographic information with GIS.

An interesting pattern?

Confounded by choropleths!

Case Study: Using GIS for neighbourhood analysis and targeting a commercial perspective (Stewart Berry).

Spatial interaction models.

Conclusion.

Summary

Further Reading.

5. Geodemographic Information Systems and Analysis.

Learning Objectives.

Introduction.

Data collection and input.

Data analysis.

Data visualization and output.

Case Study: Different neighbourhoods, different policing styles (Tom Williamson).

Conclusion.

Summary.

Further Reading.

6. How Geodemographic Classification are Built.

Learning Objectives.

Introduction.

Data input sources of data for neighbourhood classification.

Preparing the data for classification.

Evaluation of input variables.

Selecting weights.

Clustering.

Optimization process and manual intervention.

Forming a cluster hierarchy.

Labels, portraits and visualization tools.

A worked example of clustering.

Conclusion.

Summary.

Further Reading.

7. Geodemographics Around the World.

Learning Objectives.

Introduction.

The internalisation of geodemographics.

Case Study: a brief comparison of selected censuses from across the world (Peter Furness).

Census data sources some differences in what is asked and where.

Differences in the availability of non census data sources.

Variations in the detail of the postal delivery system.

International geographies of neighbourhood.

Conclusion.

Summary.

Further Reading.

8. 'But Does it Work? ' Geodemographics in the Dock.

Learning Objectives.

Introduction.

The case for the prosecution.

The case for the defence. Validating geodemographics the Luton Case Study *(Bar...