LAS VEGAS - At a Nov. 3 PestWorld 2021 educational session, John Lonsbury shared his secret to reeling in more customers: knowing the right customers to target and knowing where they are located. In his presentation "Two Amazingly Effective Strategies to Instantly Improve Your Marketing Results," Lonsbury, sales and marketing manager at Adam's Pest Control, Medina, Minn., explained how pest control companies can use audience segmentation analysis — grouping customers into segments to predict their behavior — and location marketing to expand their customer base. By analyzing data such as the age, gender, income, ethnicity, residence, interests, values and spending habits of customers, businesses can pinpoint their key customer base and market to that specific group, Lonsbury explained. This is the basis of audience segmentation. So how does a company track down such specific customer data? Lonsbury advised hiring a vendor who specializes in interpreting this type of inform