The Geomatic Online segments are based on a model dividing households into nine different main groups and 36 underlying segments. The segmentation is based on the geolocation of the households, which is linked to information about what characterises these as consumers and citizens.
The Geomatic Online segments are built in close collaboration between Geomatic and AudienceProject. Via a survey, AudienceProject has asked its panelists for permission to track the geolocation of their households. Based on the household geolocation of AudienceProject’s panelists, Geomatic has defined in which of their segments the AudienceProject panelists belong. With the knowledge of which Geomatic segments the panelists belong to, AudienceProject has been able to build the segments for online targeting.
The deterministic data about the panelists’ geolocation is combined with high-quality behavioral data to build the Geomatic Online segments. Combining deterministic data to online behavior provides a strong base for finding similar audiences online. Due to the large scale of both deterministic and behavioral data, and a state-of-the-art prediction engine, AudienceProject is able to predict high-quality Geomatic Online segments.