We call this Micro-Footprint Marketing.  Brands must define their core consumer target by:  behavior, attitudes, interests & beliefs and then determine the neighborhoods that best fit their target.  Critical for CPG new product introductions since Catalina published stats:  1.5% represented 80% of volume in the top 25 new product introductions in 2011.

A Map Of Your City’s Invisible Neighborhoods, According To Foursquare  fastcodesign.com

Every city is filled with different neighborhoods, but often, you won’t find these places on any map. They’re word-of-mouth zoning distinctions known only to locals. The boundaries are vague and arbitrary, based as much upon...