Nextdoor Neighborhood Intelligence Goes Beyond the ZIP

Social media network Nextdoor has launched Neighborhood Intelligence, which uses its US data to help advertisers target, message and measure down to the neighborhood level, not just the ZIP code.

Nextdoor provides a network for more than 110 million verified neighbors in the US, Canada and the UK. The app provides local news, real-time safety alerts, neighbor recommendations, for sale and free listings, and events. Businesses, news publishers and public agencies use Nextdoor to share information and engage with neighborhoods at scale.

Nextdoor says there are an average of twelve distinct neighborhoods in the average ZIP code - 'each with its own character, businesses and conversations.' Factors such as the weather, geography and 'even the home projects they're planning' can influence a person's buying behavior, according to the firm - as can 'the people nearby', since a recommendation from a neighbor counts for more than a stranger's review online. Nextdoor has spent fifteen years building the infrastructure and gathering the data to understand those differences.

The firm's neighborhood graph taps real conversations and engagement with local content, alerts, news from neighbors, businesses, and public agencies, and therefore provides 'a verified, block-level understanding of where people live and what's happening around them that no other platform can match.' The new engine layers three kinds of signals on top of this data:

• Neighbor layer - recommendations, interests, post engagement
• Home layer - mover data, household composition, and other household/home signals, and
• Neighborhood layer - local business activity, weather, and broader community-level conversational signals.

CRO Michael Kiernan says the firm 'kept hearing' from customers who wanted 'a better way to understand and reach their audiences at the neighborhood level.'

Nextdoor's home page is at www.nextdoor.com .

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

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