[SAMPLE] Echo Analytics | GeoPersona Interest Segments | Europe | Audience Targeting Data ...

GeoPersona is an advanced analytics tool that identifies residential postal codes where people with high affinities for specific consumer activities (such as sports, dining, and entertainment) reside. It does so by analyzing people’s visitation patterns. For instance, it can reveal the post codes in London where sports enthusiasts reside by analyzing visitation patterns to sports-related locations like stadiums, playgrounds and sports retailers.

This particular data sample is for fashion enthusiasts in France, highlighting in which post codes you are most (and least) likely find audiences who frequent fashion-related stores.

This analysis of complex visitation patterns and geospatial behaviors allows GeoPersona to transform raw mobility data into actionable insights. Businesses can use this sophisticated analysis to pinpoint where potential customers reside, significantly enhancing marketing strategies, optimizing site selection and improving customer experiences.

Why is GeoPersona Important?

- Strong Indicator of Intent: A physical visit is stronger indicator of intent than simply browsing online. For example, a person who physically visits a movie theater is more likely to be interested in movies than a person who just browses for movie tickets online.

- Non-PII Data: With privacy guardrails becoming stronger with time, it will become more challenging to track online behavior at a device ID level, making aggregated insights the norm. GeoPersona does just this with postal code-level aggregation of affinities.

How does GeoPersona work?

Taking aggregated mobility data, we score each postal code against various interest segments with an Affinity Index, which is a measure of the level of interest for a given category in the specified postal code. The higher the index, the stronger the interest (or affinity) for the segment is.

The index is calculated using the following steps:

1. Use our strong Point of Interest (POI) database (70 million POIs worldwide) and separate them by category
2. Assign each GeoPersona segment to related POI categories. For example, Sports Enthusiasts would be mapped to POI categories like ‘sports_stadium’, ‘sports_shop’, etc.
3. Compute the baseline for each region/country to determine the average number of visitors at a segment level
4. Calculate the average number of visits made by residents of a given postal code to the Category
5. Compare the averages of each postal code with the regional/national baseline for the segment to obtain the Index.

Additional Information:
- We provide data aggregation on a quarterly basis.
- Information about our dataset, including details on our country offerings and data schema, is available here:

1. Data Schema: https://docs.echo-analytics.com/geopersona/data-schema
2. GeoPersona Methodology: https://docs.echo-analytics.com/geopersona/methodology
3. GeoPersona Segments Offered: https://docs.echo-analytics.com/geopersona/segments-taxonomy
4. Activating GeoPersona on The Trade Desk:
https://docs.echo-analytics.com/geopersona/guide-activating-geopersona-on-the-trade-desk

Echo's commitment to customer service is evident in our exceptional data quality and dedicated team, providing 360° support throughout your location intelligence journey. We handle the complex tasks to deliver analysis-ready datasets to you.

Business Needs:

GeoPersona is indispensable across industries. Whether you need to target specific locations accurately, enhance targeting precision, optimize ad spend or devise a strategy for expanding your market, we provide the tools that eliminate guesswork.

- Improve Targeting Precision
Upgrade your audience segmentation accuracy by unlocking real-life visitation patterns - a true indicator of purchase intent.
- Boost ROI on Ad Spend
Improve CTR and conversion rates by targeting ads only to the most relevant locations and audiences, maximizing ad spend efficiency.
- Plan Your Next Ad Campaign
Utilize postal code-level data to run target ads in chosen locations where your target audience is most likely to be found.
- Target Your ICP Where They Are
Identify postal codes with characteristics similar to your most profitable segments, informing strategic market penetration decisions.