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Do geo-demographics have a role in B2B?

Throughout this series we have been building insight, and if customer insight is correctly interpreted, it will inevitably lead to higher ROI. We have started to examine exactly why data is fundamental to the process of insight development and why the wrong choice of data could cost much more than the cost of a campaign.

Over the last 18 months there have been a number of interesting data product developments that are aiding the process of this insight development. Last month we looked at DNA – a product that is revolutionising the way suppliers view the UK small business market.

This month I want to talk to you about business geo-demographics and its value in B2B.