Private Sector Consumer Profiling

In the private sector, local and regionally sensitive data can be utilised for several purposes, two of which are detailed below as examples.Private Sector Consumer Profiling - Localise Profiling

Localise provides even more targeted findings when compared to existing well-known profiling tools due to the use of locally factored census data (as opposed to national data applied at a local level) and the use of local attitudinal data (as opposed to applying findings from national lifestyle or well-being surveys to local populations, for instance). This means that the outputs generated by Localise are far more valid for a given area than are other segmentation and profiling tools, which rely on national data sets still being applicable within a small locality – which is very rarely the case.

Targeted Marketing Campaigns

Detailed knowledge of an areas demographic and aspirational makeup allows marketing campaigns to be targeted at an unprecedented level over a wide area. This is particularly true of marketing mediums such as direct mail and leaflet drops. For instance, representative surveys can be completed with individuals to gather attitudinal data (say, in relation to their propensity to open a saving account) which can then be mixed with demographic data and any other relevant existing data.

We can then segment based on both income and attitude to create a map of highly targeted map of areas within a locality – typically a city or town – which are likely to be the best targets to receive information on savings accounts. Because both the demographic and attitudinal data are directly related to the locality in question, rather than national figures applied locally, the level of accuracy with which Localise targets households is much greater than other traditional approaches.

New Store Catchment Areas

Similarly, knowledge of local demographics and aspirations can be useful in the construction of retail outlets, such as supermarkets, or service providers such as gyms or leisure centres. Localise can help the decision making process around where to position these kind of buildings – a budget supermarket, for instance, might be better situated in an area with a higher number of individuals on lower incomes, compared to a more premium brand which may benefit from being around established professionals.