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Developing a Marketing Geographic Segmentation …
Developing a Marketing Geographic Segmentation System Using SAS SoftwareKellie M. Poulin and Allison N. FreemanMarsh Affinity Group Services, Ft. Washington, PAABSTRACTT oday's marketers are challenged by decreasing response ratesand increasing competition. In order to continue to thrive in theindustry, the successful marketer must move away fromtraditional mass Marketing and toward a one-to-one customer -based approach (Peppers and Rogers, 1997). In order to makethis change, marketers must be able to find and effectively uselow-cost information to improve their level of customer popular approach is to implement an intelligent marketingsegmentation system.
involved in developing a ZIP code segmentation system using customer data from our marketing database along with geographic-level data from the Census.
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