June 06, 2008 -- NAVTEQ (NYSE: NVT), a leading global provider of digital map data for location-based solutions and vehicle navigation, has announced that UPC Broadband, the European cable division of Liberty Global (NASDAQ:LBTYA) has chosen to support its geographic market intelligence system with NAVTEQ map data supplied by the map provider’s strategic distributor, Geoscape Europe BV.
UPC’s European database marketing department has recently implemented a geographic target market application provided by Geoscape. By segmenting its customer base into groups based on marketing-relevant factors such as age, income, children and products already held, UPC can target them effectively and optimise the allocation of marketing resources.
Geoscape’s target market application, supported by NAVTEQ maps and a range of other geodemographic information, allows UPC to geocode their customers on the map and add information based on the address. Typically such data can indicate educational background, household composition and income. This information, combined with a proprietary model which predicts sales and churn, enables UPC to geographically highlight the hotspots of activity in its customer database and profile the customers more accurately.
‘With the Geoscape Target Market application and NAVTEQ maps we now have a solution in-house with which we can analyse our customers based on geodemographic profiles and hence better match their requirements; prioritise new product development offers; determine appropriate product pricing; and identify high potential areas for future growth,” explained Jim Jenkins, Director Database Marketing at UPC Broadband Holding.
“NAVTEQ is continuously focused on developing its data for use in new fields and geomarketing is one of the key growth areas within the company’s Enterprise division. The relationship with Geoscape, a key player in this segment, will certainly help NAVTEQ maintain a leading position,” added Eric Fumat, Vice President & Senior Manager Enterprise division, NAVTEQ.