What is the geo-media scoring model?
Our geo-media scoring is a multifunctional model that supports retail clients in basing decisions on a valid database for addressing consumers via media. Based on a multi-stage analytical process, the customer receives a scored area unit and a recommendation for integrating it into a local advertising area.
Our customised geo-media scoring model uses distance parameters, target group potential and competitive strength to assign a score to a small-scale territorial unit - throughout Germany. This can be done for each 5-digit postcode, for example, or on the basis of the microgeographical KGS14PLZ. In this way, the suitability of each relevant territorial unit for the advertising medium is assessed.
This allows recommendations for action to be derived for the creation of new advertising areas and for the expansion or reduction of existing advertising areas. Customers thus have the opportunity to align an existing media budget cost-effectively with regionality, demand and competition. In addition to the criteria mentioned, other data such as sales data, for example from till surveys or customer card data, can also be incorporated into the model.
What is special?
The model is maximally standardised and at the same time takes account of customer and sector-specific features. The trick is to make the best possible use of the broad database to calibrate the model. For example, there are considerable local and industry-specific differences in consumers' willingness to drive. We coordinate all variable parameters and necessary assumptions in close dialogue with our customers to achieve the best possible result.
Where does the data come from?
Our in-house data, which we obtain through long-term quality partnerships with providers such as Acxiom Deutschland and Michael Bauer Research, allows us to draw on a wide range and depth of data. In addition, we use market media studies and specially collected data from our co-operation with IFH Cologne to derive industry-specific premises.
Do you have any questions about the geo-media scoring model? Please feel free to contact us!