There are many different ways a business can use mapping software for market analysis, from straightforward visualisations to sophisticated analysis involving market penetration and export of target lists. It often involves using a spatial or geographic reference point within a marketing dataset. The accuracy level of geo-locating that dataset can vary, from the broad location provided by the Local Authority area or postcode sector to the more accurate location provided by a full postcode or address. However, the market analysis that is made possible from these geo-located records goes beyond the simple data visualisation techniques of seeing where products are sold by location.

Combining Overlays

By combining different overlays the business is able to view their data in the context of other third party datasets. For example, the provider of lawn treatment services is able analyse their workload planning by bringing in the current bookings data and comparing this against a layer of suitable properties with large gardens. An even richer analysis can be gained by bringing in additional layers such as locations of comparative providers. The comparison of these different factors in a geographic context can give the organisation valuable information to help with future planning, staffing decisions and investments.

Concentric Circles

By putting a radius around a retail outlet, dealership or Sales Engineer’s address the business mapping software can tell you how many customers, visitors or prospects are located within say 10 miles of this point. This technique can also be applied to multiple circles around multiple locations. The results from such concentric circles or radii can be easily outputted to a listing outside the mapping software.

Adding Demographic Data

Marketing analysis within business mapping software can also be enhanced by bringing in demographic data. Demographic datasets such as age profile, population density and socio-economic level are all available with a geographic reference for matching to customer or prospect data to provide a richer analysis. This allows valuable analysis to emerge, such as where are my sites located in relation to the latest data on target market population profiles.

So, we’ve looked at combining a variety of data layers, map views, and administrative districts into comprehensive marketing analysis. As complex as this may seem, it can be arranged in a way that keeps things simple. Always avoid map clutter. Take it one step at a time and don’t be afraid to start again with a different approach.

Organisations that tap into the marketing analysis capabilities of business mapping software have the ability to view and segment their business data geographically, while comparing that business data to demography and other business resources such as previous sales or business activity. These are powerful tools that lend insight into other business intelligence gathering exercises.