56 geoSmart Segments Capturing the Underlying Diversity of the Rapidly Evolving Australian Marketplace.
geoSmart is a proven and powerful segmentation that assigns all Australian consumers and household to one of 56 segments within 11 groups. geoSmart has been built to maximize differences in socioeconomic status, wallet size, spending patterns, family mix, media consumption, behavioural response and multicultural influences.
56 geoSmart Segments (1-56) Within 11 Groups
Key geoSmart Applications
ANALYSE Market Performance
Market penetration, gap analysis, acquisition and churn, performance attribution
ENHANCE with External Data
Household spend, automotive, finances, psychographics, media consumption, behaviour, brands, performance drivers
PROFILE Customer Behaviour
Customer value, website visitation, products purchased, behaviour, channel usage, campaign response
PLAN Customer Campaigns
Products purchased, wallet headroom, channel usage, psychographics
TARGET External Media
Nielsen - CMV, Eyeota, IVE Group, geoTribes Explorer
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Cultural Diversity and
the Aging Population
We are currently witnessing a dramatic shift in the multicultural character of Australian consumers.
Most recently, migrants from North & South Asia have had a substantial impact on the character of areas across the country, particularly in Sydney and Melbourne but also to a lesser extent across metropolitan Australia.
Recent migrants from a diversity of multicultural backgrounds tend to be younger, while much of the growing boomer and retiree population is Caucasian. Thus cultural diversity and lifecycle changes are intertwined as factors in the new Australian marketplace.
geoSmart Segments are optimised to differentiate across the emerging multicultural landscape with 24 of the 56 geoSmart Segments having a distinctive multicultural flavour to their character.