A new computer lab at the University of Iowa College of Business Administration allows marketing students to work with demographic and other marketing data for any region in the country. This technology, known as geodemographic mapping, is the cornerstone of the college's new Marketing Technology Lab, created by Associate Professor of Marketing Tom Gruca.
Geodemographic mapping is the same kind of decision-making technology used by many large businesses.
In the new lab, geodemographic mapping can now be used by students and faculty to learn more about cutting-edge tools used in target marketing. Students can access more than 100 variables, such as income, family structure, spending habits, and lifestyle information, for any state, county, city, or even zip code. With a series of colorful maps and graphics, students can analyze the information street by street. The technology is an approach that expands beyond charts and graphs to tell companies where their current customers live, where potential customers are, and where to locate new stores and deliver their products. The application of the technology gives businesses a broader range of solutions.