RDA builds a unique range of georeferenced geoFusion offline audience data segments that are used for strategic planning, retail analytics, database enhancement and geospatial media targeting. The segments are built using a unique methodology that fuses market research, behaviour and government microdata with RDA's synthetic population models.
RDA's SYNPOP models
Since the mid 1990’s, RDA has been developing a unique expertise in geospatial models to construct synthetic populations. Our original work was based on academic literature which was the catalyst for a substantial development program resulting in RDA’s unique approach to synthetic population construction. Since initial developments there have been significant improvements in the scope & performance of RDA’s SYNPOPs and coverage has been extended to include models for New Zealand, Canada, Great Britain and the USA.
The SYNPOP models employ diverse algorithms such as Statistical matching, mathematical optimisation, population projection and machine learning to provide a base on which to fuse data from a broad range of sources...
RDA builds geoFusion audience segments by combining its SYNPOP models with a diverse data sources including...
- Government microdata
- Census information
- Personal values surveys
- Quantitative market research
- Media currency data
- Psychographic studies
- Behavioural data
- Web traffic
The unique Audience finder system is available through the geoTribes Explorer geomarketing intelligence cloud platform enables clients to flexibly define target audiences using any combination of person & household demographics, geoTribes and geoSmart segments, socioeconomic status decile and lifecycle stage. These target audiences can be used in the Explorer or exported at any level of census and postal geography within drive-time trade areas for retail networks.
Audience finder chart...
Audience finder sample map...
geoFusion brings audience segment data to LIFE.