US Firms Combine for More Accurate Segmentation

In the US, postal code and boundary-based data provider Maponics has teamed up with location-based analytics company Gadberry Group to offer household demographics and segmentation products, built from the name and address level.

Maponics says its household level spatial data offerings already offer a big advantage over other data sets, which are 'aggregated at the census block group level and then re-apportioned down to the more granular block and ZIP+4 levels'. Its new partner, Gadberry, takes consumer data from multiple sources at the name and address level, applying its own analytics software to create a range of MicroBuild data products. The new, combined offering, available to both sets of customers via a cross-licensing agreement, will built its segmentation 'from the ground up', allowing accurate targeting by income, net worth, ethnicity and segmentation variables at ZIP+4, carrier route, and ZIP code level.

Janey Pettit, Gadberry's Director of Product Management, comments: 'Our specialty is building demographic data at the household level and then tying it to local, or micro, markets. It's a unique build process that is very different from a census demographic product and allows us to provide a more accurate view of a variety of smaller geographies or market areas. Instead of painting a market with a broad brush, we enable marketers and site location experts to truly understand their local economies'.

The firms are online at www.gadberry.net and www.maponics.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.