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The Importance of Postcode Data For Marketing

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One of the most important aspects in marketing is persuading the right audience. If you’re looking to promote your business or event more effectively, postcode data can be a valuable tool. 

What is Postcode Data?

On average, there are 1.7 million postcodes in the UK, but how do you prioritise potential areas and households to maximise sales and footfall? This is where postcode data comes in. 

It refers to the demographic characteristics associated with a specific geographic area, for example the age and gender of a local population, average income, and housing type. 

These data points can be incredibly valuable for businesses and local authorities who need to determine if it is worth entering the market of a specific region. No organisation would not want their investment wasted by targeting an irrelevant audience who bring little to no value in terms of revenue, foot traffic and commercial opportunities. 

Place Informatics has a wealth of postcode data available for customers in town and retail catchment areas. Unlike traditional footfall monitoring hardware solutions such as CCTV or sensors which solely rely on direct interactions at touch points to obtain visitor information, the postcode data from mobile phone GPS signals enables us to gain a lot more insight into customers’ behaviours to create successful marketing campaigns that guarantee the best return on investment. 

Using Postcode Data For Marketing

At Place Informatics, we combine demographic data with GIS mapping to provide invaluable information for assessing individual postcodes and key socio-demographic trends to help you improve the accuracy of your marketing, including: 

Affluence: 

Data reveals how affluent or socially deprived every postcode area is based on household income, class and qualification levels. This can be extremely useful for targeting luxury goods or services at wealthier households, or tailoring your messaging and regional-specific offers to areas with higher levels of social deprivation, if they are your target audience.

Socio-demographics: 

Knowing the age, gender, spending habits (convenience goods, food and beverage), dwelling types (detached, semi-detached, terraced, flats) and house  / car ownership status of local populations helps you to understand who your potential customers are, to guide informed marketing decisions. 

Drive time indices:

See which locations are accessible via different modes of transport within a 30, 20 and 10 minute time frame using Isochrone maps. This can be useful for planning events within a certain radius that will have the highest probability of success, due to ease of reach by car, public transport or on foot.

Customer loyalty: 

When it comes to driving engagement, use location intelligence to analyse which local retail sites, streets and green spaces your visitors frequent to help you understand where your customers like to shop, and how often they visit different locations. If you have competing towns, retail or leisure sites or even green spaces that you are curious about, the data reveals where else visitors frequent, which can help you to make decisions on whether to make directly competing offerings or to diversify.

Benchmarking: 

Compare the performance of your marketing campaign or event against the previous week, month or year. This helps you to track your progress and identify postcodes that are responding particularly well (or poorly) to your marketing efforts. 

Get in touch 

If you’re not using postcode data linked with visitor insights and behaviour for marketing, you’re missing out! Call 0161 706 1343 for more information or book a short webinar on teams to see the data available for your location in Calendly here: 
https://calendly.com/clive-hall/diary-booking

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Download your free Place Informatics July 2022 Town Centre Footfall Indices Report Below