Geodemographic segmentation

Geodemographic segmentation is a marketing strategy that involves grouping individuals and locations based on demographic data, census information, and social factors and behaviors using multivariate statistical classification techniques. This segmentation system allows for the creation of clusters within a market, which can be used to target specific groups of people or locations.From: Selling Electronic Media [1999], Gap analysis in decision support systems for real-estate in the era of the digital earth [2021]

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Published in Ed Shane, Michael C. Keith, Selling Electronic Media, 1999

Ed Shane, Michael C. Keith

If you’ve ever heard the saying, “Birds of a feather flock together,” you already have a sense of clustering. By combining demographic data, a market can be grouped into clusters, also known as geodemographic segmentation systems.

Gap analysis in decision support systems for real-estate in the era of the digital earth

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Published in International Journal of Digital Earth, 2021

Hamidreza Rabiei-Dastjerdi, Gavin McArdle, Stephen A. Matthews, Peter Keenan

Moreover, geodemographic segmentation including cluster typologies and maps can be another source of data for real-estate websites. Geodemographic segmentation classifies people and locations (postcodes or neighbourhoods) using multivariate statistical classification techniques, census data, and social factors and behaviours (Troy 2008). For example, Acorn (https://acorn.caci.co.uk/), a segmentation tool, classifies the United Kingdom into 18 groups and 62 types, a similar approach was used to classify Ireland into 17 clusters (Brunsdon, Charlton, and Rigby 2018). Irish property websites do not use this type of data map, which is further evidence that the existing gap is not caused by data shortages.

Geodemographic segmentation

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Gap analysis in decision support systems for real-estate in the era of the digital earth