What is geo-demographic segmentation?
Geo-demographic segmentation was first developed in the USA and UK some twenty years ago. In simple terms, it refers to segmenting the population by recognising that people generally live in close proximity to other people who are demographically similar. The clustering is based on the life stage and wealth characteristics of the population. LandScape therefore allows the marketer to objectively differentiate between the diverse types of people in the population, from those in metropolitan areas to those found in rural and semi-rural locations.
LandScape has been built using 2006 Australian Census, Ticketek entertainment and rewards insights, Roy Morgan consumer survey information, Australian property data from www.propertyvalue.com.au, data from the Australian Credit Bureau and more. The incorporation of the Australian Credit Bureau data, arguably one of the most comprehensive databases in Australia, means that organisations subscribing to LandScape benefit from the additional stability that this source provides to the data model as well as the additional insights that are available into their clients credit behaviour.