Area targeting

     1. Analysis Objective

This analysis will help you set your geographic targeting for your next campaign and determine where to allocate your marketing budget to attract more people who match your audience.

     2. Methodology and Computation

We use quantitative and qualitative insight to provide those analyses.

Here is more information about our methodology: 

• Quantification algorithms
• Penetration algorithms
• Sociodemographic data

     3. How to use it

To launch the analysis and create a targeting, click on "New area targeting" in the upper-right corner and give it a name.

You will find a list of all neighbourhoods in your catchment area and three filters available at the top. Select and adjust your filters to fine-tune your selection:

• Traffic opportunity: The traffic opportunity gives a sense of the marginal penetration. We provide a score indicating how many additional people we estimate you can attract from each area. The higher the score, the more potential there is to attract people from that area. Here, you can filter based on a minimum threshold.
• Socio-demographic: If you wish to target a specific audience, you can apply filters based on purchasing power, household demographics, gender, and age.
• Competition: You can target your areas by defining your competitive strategy.
  • Select "leader" to allocate budget to areas where you are already the market leader, but where competitors are also present.
  • Choose "challenger" to target areas where competitors have a higher market penetration, with the goal of gaining market share.
  • Alternatively, select "no competition" to filter neighbourhoods where the only one with penetration, making it ideal for strengthening or expanding your presence.

After defining your filters, the list and map are updated with matching neighbourhoods (those meeting all your criteria) and not-matching neighbourhoods (those meeting only some of your criteria). Each neighbourhood displays the applied filters.

For more detailed insights on a neighbourhood and to further refine your selection, click on it to access additional information regarding the three filters:

• Traffic opportunity: We calculate a theoretical penetration rate based on the neighbourhood's distance from your asset. The graph shows the variation of penetration rate over the last 12 months, allowing you to compare the real penetration rate with the theoretical one to gauge the potential for improvement and estimate the number of people you can attract.

• Sociodemo: Compare the area's averages with national averages to determine if it align with your target audience.
• Competition: Identify competitors in the area, their penetration rates, and your competitive position relative to them.

You can then select all neighbourhoods or make your selection, save your targeting, and refer to them in your key moments.

     4. How to read it 

     5. Frequently Asked Questions