55 geoSmart Segments capturing the underlying
diversity of the rapidly evolving Australian marketplace.
geoSmart is a proven and powerful segmentation that assigns all Australian consumers & household to one of 55 segments within 11 groups. geoSmart has been built to maximize differences in socioeconomic status, wallet size, spending patterns, family mix, media consumption, behavioural response and multicultural influences.
geoSmart Segments are optimised to differentiate across
Australia’s emerging multicultural landscape
To find your geoSmart Segment >> click here
55 geoSmart Segments within 11 groups:
Why use socioeconomic status
and family orientation:
The two most powerful drivers of why different types of people choose to live in particular places are Family Orientation and Socioeconomic Status:
Family Orientation discriminates between family areas where there are kids, mortgages & large houses and non-family areas where young and older independent singles & couples choose to live. Family Orientation taps into lifecycle stage which is a key driver of needs across most categories.
Socioeconomic Status (SES) represents the combined effect of educational attainment, occupational status & income and is a key driver of the spending power and quality of purchases made by people to meet their needs. SES drives the price/quality trade-off that is often the most critical factor in brand positioning.
While psychographics influence consumer behaviour at the individual level, they tend to be overpowered in geospatial data by more powerful factors like spending power, cultural influences and established household expenditure patterns, which are all integral to geoSmart Segment’s construction.
ANALYSE market performance:
market penetration, gap analysis, acquisition & churn, performance attribution
ENHANCE with external data:
household spend, automotive, finances, psychographics, media consumption, behaviour, brands, performance drivers
PROFILE customer behaviour:
customer value, website visitation, products purchased, behaviour, channel usage, campaign response
PLAN customer campaigns:
products purchased, wallet headroom, channel usage, psychographics
TARGET external media:
Nielsen - CMV, TRW - emma, Eyeota, Salmat, geoTribes Explorer
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Cultural diversity & the aging population:
We are currently witnessing a dramatic shift in the multicultural character of Australian consumers.
Most recently, migrants from North & South Asia have had a substantial impact on the character of areas across the country, particularly in Sydney & Melbourne but also to a lesser extent across metropolitan Australia.
Recent migrants from a diversity of multicultural backgrounds tend to be younger, while much of the growing boomer & retiree population is Caucasian. Thus cultural diversity and lifecycle changes are intertwined as factors in the new Australian marketplace.
geoSmart Segments are optimised to differentiate across the emerging multicultural landscape with 23 of the 55 geoSmart Segments having a distinctive multicultural flavour to their character.
Finding your target
The key to effective use of geoSmart is finding your best target segments. These are usually the big spenders in your category & aligned to your brand positioning.
You can find your best target geoSmart Segments by...
Profiling your customer database through RDA Research’s tagging websites
Profiling your retail footprint
Using RDA’s household expenditure profiles
Using media planning systems like EMMA (TRW) or CMV (Nielsen)
Using the detailed profiling available for geoSmart to work out which segments to target