Location data, coupled with demographic and psychographic insights about shoppers can be a powerful tool for planning marketing and advertising strategies and can influence campaign targeting, copy, and imagery. Identify target zip codes using visitor origins and discover visitor preferences using psychographic segmentation to optimize ad campaigns.

You’ll be able to answer these questions after reading this article:

1. How can you see the home or work zip codes of your visitors?
2. How can you use psychographic segmentation to inform ad copy?
3. How can you view data based on social media posts and browser searches?

Pro Tip: The reports and widgets available in the Markets section may vary per account.

Get started with the following steps:

Step 1: Use Visitors by Origin to identify target zip codes

a. Open the Placer report for the Market. Navigate to Overview in the left sidebar, then scroll down to Non-Resident Origins. This presents the home or work zip codes of most of your chosen Market’s visitors.

b. You can assess visitation per zip code using the following metrics:

• # of Visits / Audience: Presents the estimated number of non-resident visits/audience from each origin.‍
• % of Visits / Audience: Presents the percentage of estimated non-resident visits/audience from each origin.
• Year Over Year (YOY) Change: Presents the change in visitation compared to 1 year ago.

c. This data can now be downloaded and used to choose which zip codes to target via digital or print campaigns. Some may focus on marketing to zip codes that consist of their top visitors, while others may prefer targeting zip codes where they are seeing the greatest amount of leakage.

Step 2: Use demographic and psychographic segmentation in Demographic Profile to discover visitor preferences to inform ad copy, imagery, and event themes

a. Navigate to Demographics in the left sidebar and refer to Demographic Profile.

‍b. Select the Experian: Mosaic psychographics dataset from the drop-down menu (if the dataset is not visible, click View more Datasets to add it). In this example, Suburban Style is one of the largest groups in the market (index scores can be read as percentages. For example, a score of 110 can be inferred to mean that the figure is 10% above the base average of 100; a score of 90 represents a figure 10% below the base average). A bit of digging in the Mosaic Handbook shows that this group is likely to respond best to advertising via radio or SMS texts. They are largely young, aspirational, and have active leisure lives, often visiting bars, nightclubs, and movies. Using images or ad copy that appeal to this group would be wise for events or other happenings.

Pro Tip: Customers with the Spatial.ai dataset add-ons can view even more detailed trade area preferences, including data based on social media posts and browser searches.

‍