Target Marketing

One of the key reasons for conducting all of this spatial research is to improve targeting. Knowing where your current customers come from enables you to understand all sorts of things about them - demographic characteristics like income, ethnicity, family size, education, and behavioural characteristics like the media they prefer, the kinds of cars they drive, their attitudes toward energy conservation, and how much they spend on shoes - a complete customer profile.

Once you have a clear view of your existing customers you can use that profile to go out and find other customers like them. You can tailor messages for existing customers, and messages for prospective customers.