Segmentation, Targeting
Marketing Plan: Segmentation, Targeting
Segmentation and Targeting. You can use the market attributes you started with to go into more depth into your target market. There are sophisticated market research analysis tools that use extensive demographic and lifestyle survey data and combine that with maps to visually show relationships that help marketers.
ESRI GIS Community Analyst (subscription database)
Students can sign on with their campus credentials.- See box below for specifics
Campus IITS helps with this resource:
Passport by Euromonitor
Expert market analysis and statistics on consumer products and services for most countries.
ESRI's Community Analyst / Business Analyst
There are a series of steps to complete before accessing the software.
- At the sign in screen you must change the "Your ArcGIS organization's URL
- Type in csusm-gis-lab
- Select the box to remember this URL
- Click the blue continue button to be prompted for credentials
- You will be prompted for your single sign on credentials for CSUSM. Click the blue log in button to launch into the software.
Image below shows a zip code with household income. There are many variables that can be added to a map. This is just an example
Community Analyst (ESRI GIS)
This product is very powerful and can be used to understand markets in relationship to geographic spaces.
Community Analyst:
Follow the steps outlined in this PDF handout to log into this resource.
Passport Euromonitor (Library Database)
From this resource you should be able to identify a consumer product, service, supply for export. Also this source contains reports on selected services, consumer products, from the U.S.
- Passport GMID (Euromonitor International)Economic, marketing, and demographic statistics for the United States, Western Europe, and Asia. Includes country profiles and consumer market data. Market research reports on international consumer, industrial, and service markets.
Notes on use of this database: CSUSM Student USE Only. You must agree to terms and conditions before entering the database.
There are different menus, approaches to access data, analysis, and dashboards. Write down the steps to use to obtain your information!
TOP MENU APPROACH
Searching an industry? Step #1 Click Industries, Step #2 Select a category (Consumer products, Services, or Supply). Step #3 From the new page shown, scroll down and use the "Country Reports Datagraphic" Tile. Step # 4 Select a category and geography, hit go.
Interested in Economies?
Step #1 Click Economies, Step #2 Select a category (Business Dynamics, Economies, finance, and trade, Industrial, or sustainability).
Step #3 From the new page scroll down to locate the "Country Reports" Tile. Step # 4 Select a category and geography, hit go.
Interested in Consumers?
Step #1 Click Consumers, Step #2 Select a category (Digital Consumers, Households, Income and Expenditure, Lifestyles, Population).
Step #3 From the new page scroll down to locate the "Country Reports" Tile. Step # 4 Select a category and geography, hit go.
- Passport User Guide (.pdf)Guide provides an overview of the use of Passport. Shows use of the Global Menu and Search Tiles. This guide helps with use of categories and application of geographies.