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Demographic Profiling <br /> In addition to identifying the geographic origin of tourist customers,GIS also provides their <br /> demographic composition. By knowing customer addresses,demographic information can be <br /> obtained about the neighborhoods where they live.This is because pre-defined neighborhoods, <br /> such as census block groups or zip codes, have robust demographic information associated with <br /> their boundaries.GIS can link neighborhood demographic information to each customer <br /> address.The combination generates a neighborhood demographic profile that describes all <br /> customers coming from that location.The profile can contain information such as visitors' <br /> incomes, professions, marital status,ages,and education levels. Using customer segmentation <br /> data from private data firms,GIS profiling methods can also be used to describe tourist <br /> customers' lifestyles and preferred leisure activities,as well as products they may purchase. <br /> Prospecting for New Customers <br /> GIS also can take the analysis a step further and identify geographic areas similar to those <br /> identified in the profiles where new tourist customers might come from. Depending on the <br /> scope of the analysis, a number of demographic categories can be used as the customer search <br /> criteria.GIS is used to search, or prospect,for neighborhoods that meet these demographic <br /> requirements.The neighborhoods that have been"prospected" can then be combined with the <br /> geographic profile to determine the best areas for new marketing efforts.See the following <br /> example map: <br /> Example map of prospected block groups <br /> Prospected Block Groups <br /> N►Slack Group Prospectod <br /> 4 i — } <br /> • <br /> f -_. <br /> c <br /> Return to top <br /> 22 <br />