The challenge
Carlson Marketing is a leading marketing agency working across many sectors including Financial Services, FMCG and automotive markets. A key part of their business is to develop actionable customer insight to drive client communications, for example through events, direct marketing, digital and loyalty programmes.
In order to do this, they needed a system that would enable them to gain a deep understanding of their clients’ customer demographics and buying habits.
The solution
After researching a number of different suppliers, Carlson Marketing chose Beacon Dodsworth’s Prospex GIS and geodemographic classification system, P² People & Places. In just a few clicks, the software enables Carlson to import customer databases and profile these customers in order to identify their lifestyles and characteristics.
Once they have an understanding of the profiles of existing customers, the mapping software reveals where similar people live so they can be targeted with appropriate marketing campaigns.
Prospex also allows them to create detailed maps showing customer, store and competitor locations, population density, sales penetration and much more.
The insight gained from Prospex and P² has also proved to be invaluable in the planning process to target events and locations for their experiential marketing teams.
The benefits
Mapping and profiling is vital to Carlson being able to develop effective marketing campaigns. The software also provides a useful enhancement to bespoke predictive models and segmentations that they produce.
By gaining a deeper understanding of their clients’ customers, including where they are likely to live and shop, Carlson are able to target the right messages to the right people. Prospex also helps them keep track of the quality of members of the loyalty programmes that they develop.
About P² People & Places
Find out more about P2 People & Places and how the classification was developed
Download the P2 brochure
Compare people classifications
Read about the academic research conducted with P2
