Knowing who your customers are is only half the answer - the other half is knowing where they are, and where more of them can be found.
GMAP's customer targeting solutions combine high-quality consumer data, geodemographic profiling, and location planning expertise to help organisations pinpoint their target audiences, map where they’re concentrated, and make better decisions about where to invest and grow.
If you're refining your customer acquisition strategy or exploring where to expand next, GMAP’s customer targeting solutions connect consumer insight directly to location, keeping your network grounded in real demand.
Who is customer targeting for?
GMAP's customer targeting solutions are used by organisations that need a clearer understanding of just who their customers are - where they live, how they behave, and how that translates into location-level opportunity. These include:
- Retail and leisure brands - identifying where their target audience is most concentrated to prioritise new sites or local marketing
- Automotive manufacturers and dealer networks - understanding local demand for new and used vehicles by market segment, customer profile and territory
- Marketing and insight teams - building accurate customer profiles and targeting acquisition more effectively
- Strategy and network planning teams - aligning site decisions with genuine consumer demand rather than proximity alone
- Finance and commercial teams - evaluating performance against true local market potential
If your organisation makes decisions based on where customers are, GMAP's customer targeting solutions give you the data and the software to make those decisions with confidence.
What can I do with customer targeting solutions?
Customer targeting becomes most powerful when it’s connected to geography. Once you understand who your customers are and can map where similar people live, decisions move from broad assumptions to something far more precise and evidence-led.
Using GMAP's customer targeting solutions, organisations can:
- Profile their existing customer base to understand who they are attracting and why
- Identify postcodes, territories, and areas with the highest concentration of target consumers
- Assess market potential by location, comparing true demand rather than relying on averages
- Prioritise sites, expansion areas, or marketing spend based on where target customers actually live
- Understand how well a current or potential location matches their ideal customer profile
- Support network decisions with evidence grounded in real consumer behaviour
The result is a clearer, more confident approach to location planning - one that is built around the people you are trying to reach.
Customer targeting solutions from GMAP
GMAP offers a set of datasets, tools, software, and consultancy services that can be used on their own or combined - depending on what you need. Together, they help you understand customers in greater depth and act on that understanding in the places that matter most.
1. CAMEO demographics - customer profiling by location
CAMEO is a leading consumer geodemographic classification system that groups every UK postcode into 68 Ccategories based on affluence, life stage, interests, and spending habits. Available across 36 countries, CAMEO allows organisations to understand the profile of any geographic area and compare it to their ideal customer.
Using CAMEO, organisations can:
- Profile their existing customer base and identify where CAMEO groups are over- or under-represented compared to the wider market
- Map where their target CAMEO segments are most highly concentrated across any market
- Assess how well a potential site or territory aligns with a brand’s core customer profile
- Focus marketing investment on the areas with the highest density of target consumers
- Compare customer profiles consistently across UK and international markets
2. DVLA vehicle registration data - automotive customer targeting
For organisations in the automotive sector, DVLA vehicle registration data provides a clear view of how vehicles are distributed and traded across the UK. It provides a market-specific view of vehicle demand, tracking changes over time and revealing how performance varies at a granular level.
Using DVLA data, automotive organisations can:
- See what the vehicle parc looks like in each area, including make, model, age, and power train (fuel type)
- Track how registrations are trending and changing over time to understand how demand is moving across regions and segments
- Compare brand and model penetration by geography to understand local competitive positioning
- Spot areas with stronger renewal or replacement activity in specific vehicle categories
- Understand the balance between fleet and private ownership, and what that means for demand drivers in a market
- Build a clearer picture of how vehicle stock and turnover differ between territories and customer types
For organisations operating internationally, GMAP can also advise on equivalent automotive data sources in other markets to support expansion and territory planning beyond the UK.
3. Customer targeting integrated into location planning tools
GMAP's customer targeting datasets can be licensed as standalone data or integrated directly into MVPLUS and IMPACT, our location intelligence software tools, and used as part of a consultancy project.
This allows organisations to:
- Use CAMEO and DVLA data within MVPLUS for self-serve customer profiling and location analysis
- Combine consumer targeting data with catchment analysis, competitor data, and wider market variables
- Run network scenarios in IMPACT to understand how customer demand could influence site decisions
- Visualise consumer profiles and market performance through interactive dashboards
- Work with GMAP consultants to develop evidence-based location strategies built on customer targeting insight
Whether organisations are self-serving through software or working with GMAP on structured planning projects, our customer targeting solutions provide the evidence needed to make confident location decisions.
Why GMAP?
30 years in, GMAP is still focused on the same problem: turning customer understanding into better location decisions. That experience gives organisations a head start, providing proven data, established methodologies, and tools built for real-world network planning.
Clients work with GMAP because we:
- Provide customer targeting data, location intelligence software, and consultancy from a single, integrated team
- Apply consumer insight directly into location planning, rather than keeping it separate
- Provide access to established datasets, including CAMEO geodemographics (36 countries) and DVLA automotive data
- Bring specialist expertise in retail and automotive, where customer understanding underpins every location decision
- Deliver outputs that are transparent, practical, and decision-ready
Talk to us about customer targeting solutions
Customer targeting works best when it’s tied to clear, location-based evidence - that’s what GMAP focuses on. If you’re looking to bring more clarity to your customers and the locations you serve, we can help you build that picture and put it into practice.
Contact our team today.
FAQs
What is customer targeting, and how is it different from general marketing?
Customer targeting identifies the people most relevant to your business and where they are concentrated. It focuses on real consumer profiles rather than broad audiences, helping you prioritise where effort is likely to have the most impact.
What data does GMAP use for customer targeting?
We use CAMEO geodemographic data, which segments postcodes by income, life
stage, and lifestyle patterns across 36 countries.
Can I use GMAP’s customer targeting data with my own data?
Yes, you can combine GMAP datasets with your own customer and sales data to build a fuller view of your market.
Is GMAP’s customer targeting data available internationally?
Yes. CAMEO is available across 36 countries with a consistent structure for cross-market comparison. We also support international automotive datasets where required.
