From Mainframes to AI: Why Geodemography Keeps Winning (ft. Jan Kestle, Environics Analytics)

<p>In this episode of Consumer Code, Lyden Foust sits down with <strong>Jan Kestle</strong>, president of Environics Analytics and a pioneer in geodemographics. Jan unpacks how “location, location—birds of a feather flock together” evolved into sophisticated segmentation systems that integrate demographics, behavior, and social values. She explains the history and evolution of geodemographic tools, how Environics’ platforms support privacy-first data collaboration, and the role AI plays in making analytics more powerful and more accountable. Along the way, Jan shares why women in STEM is a critical cause for her and how she stays grounded in a purpose-driven approach to data.</p><p><br></p><p>Chapters:</p><p>(00:00) Introduction to Geodemographics and Environics Analytics</p><p>(03:05) Jan Kestle’s Early Career and the Birth of Geodemographics</p><p>(05:57) The Evolution of Geodemographic Tools and Technologies</p><p>(08:42) The Intersection of Geodemographics and CRM</p><p>(11:26) The Role of AI in Modern Geodemographics</p><p>(13:56) Combining Geodemographics with Social Values</p><p>(16:35) Challenges and Opportunities in the Geodemographic Landscape</p><p>(19:20) The Future of Geodemographics and Data Integration</p><p>(34:08) The Roots of Social Purpose in Data</p><p>(35:42) Collaboration Across Silos: The Key to Success</p><p>(39:09) Building a Resilient Business Model</p><p>(43:54) Developing Talent for Data-Driven Success</p><p>(50:52) Innovations in Geodemographics and Data Collaboration</p><p><br></p><p>Learn more about Jan Kestle:➤ LinkedIn: <a href="https://www.linkedin.com/in/jankestle/">https://www.linkedin.com/in/jankestle/</a></p><p><br></p><p>Resources mentioned:<br>➤ Environics Analytics: <a href="https://environicsanalytics.com/">https://environicsanalytics.com/</a><br>➤ Envision Platform: <a href="https://environicsanalytics.com/envision">https://environicsanalytics.com/envision</a><br>➤ LiveRamp: <a href="https://liveramp.com/">https://liveramp.com/</a><br></p><p>Listen to Consumer Code on:<br>➤ Spotify: <a href="https://open.spotify.com/show/4JC25NQkp67rVuYpyuf9xz">https://open.spotify.com/show/4JC25NQkp67rVuYpyuf9xz</a><br>➤ Apple: <a href="https://podcasts.apple.com/us/podcast/consumer-code/id1772758327">https://podcasts.apple.com/us/podcast/consumer-code/id1772758327</a><br>➤ YouTube: <a href="https://www.youtube.com/playlist?list=PLxwr-W_NFC9Du0e3BpCpErLdW9Db4XsFA">https://www.youtube.com/playlist?list=PLxwr-W_NFC9Du0e3BpCpErLdW9D