September 18, 2008

Appalachian Mountains: Hillstrom's Zip Code Forensics

Another interesting outcome of the beta of Hillstrom's Zip Code Forensics (read about and purchase here) occurs in mountain areas.

This map shows trends from Washington, DC to Atlanta.

As we leave Washington, heading southwest, we migrate from Online Bliss to Catalog Fans. In Southwest Virginia and Western North Carolina, there are many productive zip codes in the Catalog Crazies and Catalog Fans segments.

As we approach Atlanta, the focus shifts, with many productive zip codes northeast of Atlanta, mostly in the Online Bliss and Online Spend segments.

Mountain areas tend to be very productive regions for direct marketers. As you get closer to cities, e-commerce is prevalent. As you get farther away from cities, traditional direct marketing and ordering over the telephone becomes important.

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