Partner News: UPC Broadband selects NAVTEQ map data

Date: 13 June 2008

ERTICO Partner NAVTEQ 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 its 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.