How a new e-profiling tool could help your online marketing
University researchers have launched a new tool that classifies every household in the UK into one of 23 “e-types”, based on their use of technology. Simply type in a postcode online at the Spacial Literacy E-Society Profiler to see how your neighbourhood uses technology.
But the new tool isn’t just an interesting way to see how tech-savvy the neighbours are! I believe the E-Society Profiler opens the door to a range of exciting applications to help improve online marketing…
Learn more about your existing online or e-commerce customers
I’ve been using general geodemograohic profiling tools like ACORN or MOSAIC for years, to help online clients understand more about their customers’ lifestyle, income, aspirations, interests and purchasing habits based on postcode. This information can then be used to inform promotional, product and pricing decisions. However the new E-Society Profiler is much more specific to online users.
Find more online or e-commerce customers
When you know more about your online customers, it makes it easier to find more. You can better predict what sort of sites they visit and how they use the internet. This can help you target your online marketing strategy, for example through the use of site-targeted PPC advertising.
We are now investigating the commercial use of the E-Society Profiler to see if we can provide access to the full dataset to our clients.
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