MaxPoint Interactive, a company that helps retailers and brands drive local in-stores sales with its innovative Digital Zip technology, today issued the results of an indexing study that analyzed billions of data points to determine the U.S. neighborhoods that are the most eco-friendly. Washington, D.C ranked the highest based on their passion for environmental news and issues. It was followed by Austin, TX, and Honolulu, HI. San Francisco which ranked number one in an Economist study last year followed in at number four.
“The results of this Interest Index were particularly surprising because we found that we have clusters of consumers who are ‘talking the talk’ and some that are ‘walking the walk’ when it comes to acting in an environmentally friendly way, yet both groups are important to advertisers” said, Gretchen Joyce, chief operating officer of MaxPoint Interactive. In this particular indexing study, MaxPoint discovered that there are two very distinct neighborhood types when it comes to going “green”— those who demonstrate interest by reading and discussing environmental issues and those who make purchasing decisions to support environmentally friendly products.
Using the data gleaned from this index, MaxPoint implemented highly targeted neighborhood-level digital ad campaigns for a major luxury car dealer was looking to increase overall brand awareness of its new hybrid vehicle high-end eco-friendly vehicle and drive sales. It also provided insight to a major solar solutions company was interested in targeting the neighborhoods across the U.S. most likely to purchase a solar panel to power their homes. As a result of a focused digital advertising campaign, the company was able to target consumers passionate about the environment, who own homes, and have an average household income of $60K or higher.