At our headquarters in Mönchengladbach, the geomarketing analysts are located on the ground floor. A clear advantage in the current hot spell. However, the symbolism is much more important: the tasks of the 16 colleagues on the ground floor form the foundation of our daily work at MEDIA Central, so to speak. Everything that happens on the floors above is linked to this work. This is where data is "juggled", where media planning is created and target groups are analysed, on the basis of which our customers commission their advertising measures.
Since July, our colleagues have been receiving their "work material" from our new data supplier Acxiom in Neu-Isenburg, Hesse. Why are we telling you this? After all, data is data, right? No, not quite. Our new co-operation with one of the world's leading companies in data-driven marketing opens up a wide range of new possibilities for our geomarketing analysts - and therefore also for our customers - to define and locate target groups even more precisely.
New typologies, milieus and target groups
Our cooperation with Acxiom adds countless new typologies, milieus and target groups to our existing database. This enables us to define even the smallest target groups for our customers. Stamp collectors, for example. Or, very exaggeratedly, the "well-off financial expert with an affinity for stamp collecting". Of course, the meaningfulness of such mini target groups is debatable...
From 80,000 to 100,000 geographical areas
"The high-quality, official data from Acxiom's data universe provides MEDIA Central with a more in-depth planning basis," explains Frank Liebschner, Key Account Manager at Acxiom. In concrete terms, this means that up to now we have planned our customers' advertising areas on the basis of the postcode 8 level. This divides the postcode areas into almost 80,000 smaller sub-areas. With the data from Acxiom, we can now access the so-called KGS14 postcode level. This is even finer and offers around 100,000 sub-levels. For our customers, this reduces wastage in their advertising measures, as micro-geographic advertising potential is now also visible.
Data on assortment purchasing power
Purchasing power is one of the most important parameters for defining advertising areas. Previously, however, we could only determine how high the purchasing power was in a particular area. Now we can also tell our customers how much money the respective households in a specific target area spend each month on pet food, cosmetics or luxury goods such as watches and jewellery, for example.
More data on household structure
It's good to know how many people live in a household. It is even better to know whether there are children or pets or how old the residents are. Thanks to the data from Acxiom, we can now do this in greater detail than before. Instead of the previous age ranges of five years, we now have finer age groups with jumps of two to three years.
"With Acxiom as our data partner, we are now in a position to provide our customers with micro-geographical advice for specific target groups. Our customers' valuable advertising budgets can now be used even better - in terms of minimising wastage and identifying potential," emphasises Kai Krempin, Head of Media & Marketing at MEDIA Central.
P.S. Because you have read to the end, we will now reveal a "data secret" from our geomarketing: there are around 1.8 million stamp collectors in Germany.