posted 22nd September 2025
When businesses look to grow their customer base, a common approach is to model new prospects based on existing customers. While this lookalike modelling method is widely used, it has limitations. Using only first-party data can create blind spots, reinforce past biases, and restrict access to wider market opportunities.
To reach high-potential audiences at scale, businesses need more than their internal data, they need external context.
Addressing the Limitations of First-Party Data
Relying solely on customer data limits the scope of a model:
- It reflects only previously acquired customers
- It may be biased by past marketing or sales activity
- It lacks broader geographic and behavioural insight
For businesses looking to grow beyond current segments, this narrow lens can hold back performance.
What GeoPredictors Provide
GeoPredictors, developed by More Metrics, offer over 400 model-ready variables at the postcode level. This dataset includes:
- Income, earnings, and mortgage debt
- Health and lifestyle indicators
- Household structure, employment, and age
- Broader contextual variables from connected datasets
All data is open-source, non-personal, and compliant with GDPR. Coverage spans 100% of UK postcodes.
Applications in Lookalike Modelling
GeoPredictors are used by marketing and insight teams to improve acquisition strategies by:
- Expanding targeting beyond existing customers
- Improving model accuracy by correcting for historical bias
- Ranking postcodes by likelihood to convert
- Supporting location-level targeting across digital and offline channels
This approach provides scale and flexibility while avoiding the privacy risks associated with personal data.
Additional Layers of Insight
Further segmentation is possible by incorporating other More Metrics datasets:
- GeoSociety provides attitudinal indicators, such as propensity to give to charity, environmental views, and cultural preferences
- GeoMoney adds financial context, including household expenditure and components of deprivation
These additions improve model depth and allow for message personalisation by audience type or location.
Results
Organisations using GeoPredictors in acquisition modelling have achieved:
- Improved targeting performance
- Increased conversion rates
- More efficient campaign execution
- Scalable postcode-based strategies
Next Steps
GeoPredictors are suited for organisations seeking a robust, privacy-safe alternative to personal data in their acquisition and segmentation strategies.
Explore our data range or request more information:
🔗 www.moremetrics.co.uk
📧 info@moremetrics.co.uk