Rascasse› Glossary› Geomarketing

Audience Intelligence Glossary

What Is Geomarketing?

Geomarketing is the practice of making marketing and location decisions on the basis of geographic data — where customers are, where they are not, and what distinguishes one area from the next.

What it is used for

  • Site selection — where a store, branch or venue should open, based on catchment population and competitive presence.
  • Territory planning — how sales areas are cut so that each contains comparable potential.
  • Regional media allocation — distributing budget according to where demand actually concentrates.
  • Out-of-home planning — placing physical advertising where the relevant audience passes.
  • Expansion sequencing — which regions or cities to enter, and in what order.
  • Direct mail and local distribution — selecting postal codes rather than buying nationally.

The data layers

Classical geomarketing combines several layers over the same spatial units:

  • Population and demographic structure — from official statistics, reliable and slow to change.
  • Purchasing power and household indicators — modelled from statistical sources, usually at postal-code level.
  • Infrastructure — roads, transit, drive times, which define realistic catchment rather than radius.
  • Competition — who is already present in the area.
  • Demand signals — the layer that has changed most, because observed behavior can now be resolved to the same spatial units as the rest.

Where classical geomarketing data runs short

The established data layers describe how an area is structured — who lives there, what they earn, what the infrastructure looks like. They describe capability rather than interest. Two postal codes with identical demographic and purchasing-power profiles can differ sharply in demand for a specific brand or category, and nothing in the structural layers shows it.

Structural data answers "could they buy it?" Behavioral data answers "are they interested in it?" Most siting mistakes come from having only the first.

Adding a behavioral layer

Rascasse contributes the demand layer rather than replacing the structural ones: brand- and category-specific audience concentration resolved to region and postal code, for 500,000+ entities across 31 built-out markets. Used alongside the classical layers, it distinguishes areas that look identical on demographics but differ in what people there actually engage with.

In the product

Location intelligence down to postal code sits in Places; the applied use cases in location planning.

Related terms