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Online-Shopping Affinity Index
New product to analyze the online shopping activity and affinity
Over and above the standard MBI data offering of socio-economic data which enabling the identification of areas with high population or purchasing power, the company has developed an additional product, named Online-Shopping Affinity. The Online-Shopping Affinity is an index, which is currently available for over 80 countries. This can be used to identify target groups with a high affinity for online-shopping and is also perfect for the analysis of digital awareness e.g. car sharing, e-mobility and electronics.
The data is currently used in many different business applications: in retail e-commerce to identify target groups for online-shopping, in advertising to identify geofencing areas for online shopping, in logistics to optimize delivery networks and streaming services to access market potential for expansion.
Ray Roberts-York, Managing Director of Michael Bauer International says: "The objective was to create a product to analyze the online shopping activity and affinity. Due to the constraints with data protection and the almost endless payment options available (globally) when making purchases online, it was clear we needed to find an alternative way to identify online shopping potential of an area."
The data is globally consistent and comparable and matches the MBI postcode, administrative and small area boundary maps for a geographic visualization. The data is subjected to a strict quality control and constantly updated by means of comprehensive research by the MBI in-house german based statistical & geographical department.
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