ZIP Code Analysis

ZIP Code Analysis

A way to target a marketing campaign. It is based on the assumption that like-minded people tend to live near each other. Thus, a marketer may concentrate equal resources to small populations in multiple ZIP codes as a test. If one ZIP code has a higher response rate than the others, the marketer concentrates on that ZIP code for future campaigns. It is also called a ZIP code count.
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Imusa works closely with retailers to identify which Latin communities to target with specific products using zip code analysis, since cooking styles and needs vary among cooks from different Latin countries.
(2002), over 20 percent of articles in the National Library of Medicine (PubMed) dating from 1989 to 2002 employed ZIP code analysis. Generally these studies examine whether socioeconomic variation predicts various health outcomes.
To clarify the zip code analysis being conducted, the term "central office zip code" will be used to distinguish the zip code information from additional zip codes the central office may serve.