From geo targeting to consumer intelligence

The limits of geography alone

Geo targeting is often the first tool brands use to reach rural and semi-urban India. But a PIN code or district is an average of very different people, and location signals from mobile networks are frequently imprecise. Geography tells you where to look, not who you will find.

Six layers, read together

• Geo: the right districts, blocks and consumer concentrations.
• Consumer: household and demographic characteristics.
• Behavioural: interests, purchase signals and engagement.
• Content: the environments and media the audience consumes.
• Device: how and on which screens they connect.
• Context: the cultural, seasonal and local moments that matter.

Each layer narrows the audience. Together they turn a location into a person.

An illustration

A two-wheeler brand wants first-time buyers. Geography identifies growing towns in its sales territories. Consumer and behavioural layers point to households likely to be buying. Content shows these buyers watch regional video and cricket. Device signals favour mobile video. Context times the campaign to the wedding and festive season. The result is a smaller, sharper audience that is far more likely to visit a showroom.

The outcome

Moving from geo targeting to consumer intelligence means fewer wasted impressions, more relevant creative and campaigns that can be measured beyond the click, through to enquiries, store visits and sales.