GLOBAL_House
This group of variables encompasses characteristics that involve the building itself. The building variable provides a complete profile of the house and therefore of the consumer's living situation, allowing inferences not just from the type and age of the house but also from the number of households, living space and rents. The power and communication supply of the house is also taken into consideration.
GLOBAL_Residential Surroundings
GLOBAL_Residential Surroundings provides detailed information on the region and neighbourhood structure of a house.
Settlement structural demarcations aim at identifying a uniform system with comparative spatial units. This enables the analysis of established structures and development processes in clearly defined socioeconomic and settlement structural spatial units. This level presents a classification that clearly communicates the agglomeration characteristics and resident structures. Furthermore, analyses of the neighbourhood structure, i.e. tenant, building, surrounding analyses, allow a fully accurate evaluation of the residential area.
GLOBAL_Living Environment
With GLOBAL_Living Environment, a typology has been created that describes settlement cultures and socio-spatial situations. Structural differences that frequently have implications on a target group's lifestyle and consumer habits can be quickly and clearly identified with GLOBAL_Living Environment and can be optimally used to further improve the approach to the target group.
GLOBAL_Sociodemographics
Consumer behaviour can be essentially classified into four dimensions:
a) The age of a person, b) the composition of a household (single vs. family etc.), c) the living situation and environment and d) income and status. Besides, consumer behaviour, information on profession and moving patterns are also helpful to assess the socio-demographic situation of a person. The variable group GLOBAL_Sociodemographics combines this basic data that forms the basic toolset for marketing and sales decisions.
GLOBAL_Purchase Power
The purchase power describes the available net income after rent and allows for the helpful classification of the financial situation of a consumer. It is based on real data from tax authorities and for data protection reasons is available at a highly localised street section level.
AC Nielsen Leisure Time Environment
The leisure activities environment is based on our cooperation with AC Nielsen and differentiates households in terms of leisure time activities and preferences. Knowledge of leisure time activities is of great significance for the consumer goods industry. Typology by leisure time behaviour provides in particular a starting point for the assessment of suitable households for the communication of certain content and channels.
AC Nielsen LOHAS
The ecological lifestyle, characterized by the consumer's commitment to health and sustainable consumption, is characteristic of an entire population and is continuing to become a central group in society. Previously known as "ecos", they tended to be more of a non-significant fringe group, whereas the LOHAS are an established group within society with a role model character. Based on the LOHAS segmentation of AC Nielsen, the Global Group has projected the types onto Germany on the basis of customized multi-variable statistical processes and has for the very first time made it possible to localize the target group down to the smallest scale for marketing, sales and location planning measures.
GLOBAL_Finance
Indispensible for a direct approach in the financial service sector is the meaningful classification of the population into target groups in terms of credit and investment needs. Based on the GD Marketing database, Global Group has developed special "targets" to optimally reflect the requirements for the relevant sectors (e.g. retail, insurances, banks, telecommunication). Essentially it is evaluated whether a person is interested in financial topics and for which financial products.
GLOBAL_Wealth
GLOBAL_Wealth encompasses a series of target groups from the upper income and social levels, which are characterized by their interest in high-value and exclusive products and services. The members of this group, who tend to display a rather small family group size, can cater to their high standard of living thanks to their strong buying power situation.
GLOBAL_Health Market
A series of characteristics were developed to reflect purchasing structures and purchasing behaviour in the market for health-relevant products, enabling group-appropriate targeting in the health/pharmaceuticals market.
GLOBAL_Media
A general interest in media as well as an affinity to certain types of media is visualized and assessed with the variables of GLOBAL_Media.
Experian Mosaic
In the past 25 years, Experian has grown into one of the leading providers of consumer segmentation worldwide. Experian Mosaic is a consumer segmentation that is used to provide a detailed description of consumers in terms of their demographics, their lifestyle, their culture and their behaviour. The segmentation classifies all German households into 10 lifestyle groups and 41 sub-types. The micro-geographic data system GLOBAL_Data is an essential data basis for the development of this segmentation.
