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Knowing where your ideal audience lives ‘in the real world’ is becoming as important as being able to understand their online behaviour. The bedrock of successful marketing remains being able to reach the right audience with the right message at the right time. Fragmenting media and new audience behaviours means this is becoming more challenging for marketers but many are rediscovering how customer segmentation based on geo- demographics can be a great way to identify relevant audiences. Segmentation frameworks, such as Experian’s Mosaic, can classify households or postcodes into lifestyle types based on geo-demographic data, such as wealth, age and employment, providing brands with meaningful insights for planning and building more effective campaigns.

Ian Gibbs, data and insight expert shares his thoughts on what makes a marketing channel a ‘super touchpoint’ channel. This is the holy grail for brands and marketers looking to boost media effectiveness. Learn more in his insightful blog.