GIS, Geodemographics, and Spatial Modeling in the U.K. Financial Service Industry

Geodemographic systems can make important contributions toward more effective marketing and branch location research within financial service organizations. This article reviews the potential of geodemographics to support various activities undertaken by financial institutions and discusses the role that Geographic Information Systems (GIS) can play in enhancing geodemographic products. Reviewing a number of application areas, the article evaluates the contribution that spatial modeling, coupled with GIS, can make to the market research undertaken with these geodemographic products. Although GIS and geodemographics are important analytical tools in the financial service market, the addition of spatial location models is crucial to better business decision making. They provide greater and more accurate analytical power and can address more focused questions related to development strategies, particularly concerning what-if planning. Geodemographic systems, coupled with spatial location models and GIS, can provide greater predictive power and greater flexibility to support decision making about branch openings, closures, and company mergers.