Customer question
“Where are our highest-value potential audiences?”
What this solution does
Rather than scoring individual people, this scores neighbourhoods — so a business can see which areas are worth prioritising for media spend, new stores, or out-of-home advertising.
Specifically, it answers: Which geographic areas contain the greatest concentration of high-value or high-affinity prospective customers, to guide media targeting, market expansion, or store planning?
How it works
Demographic, income, household composition, and existing customer concentration data is aggregated at a geographic level (e.g. postcode or suburb), then scored for opportunity based on similarity to known valuable customer segments.
Data requirements
- Geographic boundary definitions (postcode, suburb, or similar unit)
- Population and demographic data (income, age, household composition)
- Existing customer concentration by geography
- Category affinity and purchase rate data where available
Discovery questions
What geographic granularity is meaningful for this decision — suburb, postcode, region?
Granularity affects both data availability and how actionable the output is for media or store planning.
Is this for media targeting, market expansion, or physical site planning?
Each use case weighs different variables — media targeting cares about reach and affinity, site planning cares more about competition and footfall.
What demographic or geographic data sources are already available?
Determines whether third-party geo/demographic enrichment is needed.
Build an experiment
Generate synthetic data
Data readiness
Run model / simulation
Results
Business ⟷ Technical interpretation
topGeography scores highest for opportunity at topScore/100, driven primarily by leadingFactor, suggesting it as a priority for media targeting or expansion planning.
Shown as a template — the highlighted tokens are filled in once the model has been run.
What would you do next?
- Cross-check top-scoring geographies against existing store or distribution footprint
- Validate the index against a small test media campaign before full rollout
Solution & vendor landscape
Implementation approaches
Foursquare
Geospatial · Footfall Measurement
Experian Marketing Services
Audience / Data
TransUnion (TruAudience)
Audience / Data