Urbanicity model adds value to diverse, multi-location analysis for advertisers

By Darrell Kunken

The Sacramento Bee

Sacramento, California, USA


Retailers with multiple locations across different markets face the challenge of determining the most efficient and effective marketing strategy for each site.

For locations positioned in different cities with unique neighbourhood compositions, a one-size-fits-all approach to marketing campaigns may be efficient but, ultimately, ineffective.

Utilising the Claritas Urbanicity Model to segment multiple retail locations based on their make-up of consumer types, density, and geo-territory enables you to define your optimal market area, determine which creative and messaging will resonate with your best customers, and determine which platforms to use to engage these consumers.

Giving your client a detailed view of each location’s unique trade zone provides granular insights for a powerful marketing plan.

Now, do it at scale across multiple stores in multiple markets. We have the data, and we have the understanding of consumers types. Put it all together with a client’s goals and unique situation, and you have the makings to position your client for market gains.

Then execute the campaigns, test, and adjust.

Effective campaigns are more complex buys today. Mixing the media plan across numerous platform options and monitoring the results keep you and your client in the ever-evolving game.

About Darrell Kunken

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