What is it?
Starting from your Google Analytics account, customer postcode data and store locations (just one of the three, or all of them), we match to small area geo-demographic data to produce a rich, detailed view of your customers.
We create a highly detailed view of the UK that is aware of customer demographics, drive-times, store locations and catchment areas, overlaid with media consumption for advertising targeting.
Customer propensity analysis becomes a powerful platform to understand your customers: Who they are now, where there are sources of growth, how to tap into them with advertising or expanded distribution and ongoing performance tracking.
When is it used?
- Understanding the demographics of your customer base and who is driving sales value
- Targeting local advertising, including outdoor, door drops, direct mail and addressible TV
- Targeting regional broadcast advertising
- Store performance diagnostics and modelling
- Finding sources of growth, where people who look like your customers are not currently shopping with you
- Forecasting the performance of potential new store locations
Why Sequence?
- Instantly accessible, interactive tools for understanding your current customers and potential sources of growth
- We can start with just your Google Analytics data
- Advanced local area web traffic normalisation makes Google Analytics geo data powerfully useful
- Combined with marketing mix modelling, we go beyond ROI measurement to explain who is responding
Next service
Geo experiments →