Neighborhood targeting using combined data sources

The Situation

A major motorcycle manufacturer was hoping to expand its customer base by reaching out to a new demographic group. The company wanted to target its communication to individuals and neighborhoods that were the most likely to be receptive to the company’s message and able to make a purchase, with as little waste as possible. Although the company’s internal team had enough information to make a hypothesis about the best cities to target, they wanted to see if it was possible to further pinpoint the locations of their target audiences down to specific neighborhoods.
 

The Continuus Approach

We began by looking at Experian data to identify neighborhoods in the targeted cities with the desired population by age, income, and purchasing habits. We also reviewed Census data and Niche data to identify appropriate target areas. This data was then combined with internal company data about current riders and shop locations to compare the company’s level of presence in neighborhoods with the level of potential riders. Finally, trendy hot spots and influencers were identified with the use of Yelp data from the identified neighborhoods.
 
Although the various data sets used different criteria to analyze data, we were able to create a blended data set using Alteryx. This data was then exported to Tableau to create interactive visualizations in which the user can view heat maps of different areas and refine their view using metrics of their choice. Working with the company’s internal data science team, we built clusters and used algorithms to find the best possible target areas for promotions, advertising, and events.
 

Results

The company was so pleased with the ability to create efficient and targeted marketing plans, the program was expanded to include the entire United States. After the data blending and analysis was complete for the U.S., the project was further expanded to include London and Tokyo. While the international data sets differed somewhat due to the data sources available in each country, the results were similar. In each case, the blended data sets and Tableau visualizations generated by the Continuus BI team provided detailed information which allowed the company to make specific decisions for each market.