Claritas partners with TomTom for access to maps, points of interest (POI) data and boundary data for census and postal boundaries. Using TomTom’s geospatial data, the company produces demographics and segmentation distributions, rolled up to various geographic levels. This information can then be overlaid onto a map, making it quick and easy for users to visualize, interpret and analyze data.
TomTom’s rich data on administrative areas and postal district boundaries further extends the functionality of the street map. By providing boundary representations of census and postal districts down to the most detailed levels, TomTom enables Claritas users to easily define boundaries around areas of interest and to target campaigns to those target areas.
These geospatial insights help Claritas clients add a new dimension to their marketing campaigns and business strategy. For instance, users can improve their understanding of who lives in a particular geographic area and tailor marketing outreach, products or services to better meet these customers’ needs. Similarly, a company looking to open a new store could analyze the competition and commercial activity around specific areas to determine the best spot for their new location.
Ultimately, the more a business knows about its audience, the more effectively it can reach them. With TomTom geospatial data enabling even deeper audience segmentation, Claritas clients can readily identify new prospects, hone their outreach and achieve greater return on investment on marketing campaigns.