Geodemographics: GIS and Neighbourhood Targeting

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9780470864142: Geodemographics: GIS and Neighbourhood Targeting
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Geodemographic classification is 'big business' in the marketing and service sector industries, and in public policy there has also been a resurgence of interest in neighbourhood initiatives and targeting. As an increasing number of professionals realise the potential of geographic analysis for their business or organisation, there exists a timely gap in the market for a focussed book on geodemographics and GIS. Geodemographics: neighbourhood targeting and GIS provides both an introduction to and overview of the methods, theory and classification techniques that provide the foundation of neighbourhood analysis and commercial geodemographic products. Particular focus is given to the presentation and use of neighbourhood classification in GIS.* Authored by leading marketing professionals and a prominent academic, this book presents methods, theory and classification techniques in a reader--friendly manner* Supported by private and public sector case studies and vignettes* The applied 'how to' sections will specifically appeal to the intended audience at work in business and service planning* Includes information on the recent UK and US Census products and resulting neighbourhood classifications

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Review:

"... a book that is unique both in its approach and it s content ... a valuable contribution to this area of research..." (GIS Professional, March 2006)

From the Author:

The publication of this book reflects a chance to put into print our long-standing interest and involvements in geodemographics, GIS and neighbourhood targeting. Together with our contributors we have spent a rather frightening amount of time preoccupied by these fields of employment and research – over one hundred years in fact! Had those years not been concurrent we might have had a chance to have meet some of the originators of present day geodemographics – Charles Booth in London and the ‘Chicago School’ of urban sociologists working in ... well, the name is a giveaway!

The aim of the book is to consider the relevance, strengths and limitations of the geodemographic idea for public and private sector decision-making. Its authorship is somewhat unusual in that we approach the subject from differing perspectives – both academic and commercial. Appealing to both audiences is by no means an easy task but, we hope, a worthwhile aim. Certainly, we have found our shared discussions useful and illuminating. Those at the front line of marketing and commercial decision-making need to get things done with the most effective tools and the most accurate data that currently are available. Those in ‘ivory towers’ (or, more likely, concrete carbuncles) often have the luxury of time to critique and don’t always understand business environments, the nature of business relationships or the strategic needs and requirements of the users of geodemographic systems. Whilst academic writers have offered a number of extremely useful insights concerning geodemographics, its strengths, weaknesses and possible development, these are not always brought to the attention of users because the ‘two sides’ don’t talk as often as they might. So, in this book, we have talked and, by balancing academic theorizing with the practicalities of commercial life, offer a guide to best practice when using geodemographic methods, software and systems for neighbourhood analysis and consumer targeting.

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