To help your business succeed, you have or should develop a marketing system. This system works by helping you and your staff to reduce threats and exploit opportunities. You can examine your competition, match your products and services to your target market; and to in fact, target a market. To develop a balanced marketing mix; an effective marketing strategy, and learn to monitor and manage the results. So much easier said than done.
Market
mapping's capacity to examine endless spreadsheets, tabulations and
pie-charts in a visual format is revealing marketing intelligence previously
unavailable to medium and small company's. Companies who have
this capacity are now able to draw informed conclusions from an amazing array of thematic maps and
map charts. The
cost effective practicality of market mapping includes a rich toolset that allows users to
carry out functions such as:
• Search for and locate streets, suburbs and towns on a digital map.
• Display “Client Specific Data Mined” data in a geographic format.
• Select customers within specific areas.
• Select customers within a certain radius from a chosen point.
• Using customized cluster groups of existing customers to locate similar potential customers in the rest of the country.
• Solve problems regarding site selection.
• Estimate
market potential.
• Contrast and analyze customer, sales and performance data against census, LSM
and geo-demographic stats.
• Pinpoint competitor store locations and place new stores.
• Profile analysis by store market area.
• Thematically shade customer hotspots to determine advertising.
• Select sites relative to clients, markets, future growth, transportation
infrastructure, existing points of sale and competitors.
• Calculate efficient routes and distances.
• Enhance call center efficiencies.
• Visualize ambiguous data sets such as flood zones, quickly and effectively.
• By
using real-time mapping, emergency, law enforcement and general delivery
services are greatly enhanced.
Market
Mapping allows users to zoom in to any part of a market to amplify the
detail. The zooming capability even extends from a map of the world, down to
highly detailed street level or household level map. Multiple data sets can
represented by a wide array of symbols and graphic aids, designed to simplify
and elucidate hidden market data.
The
introduction of digital market mapping based on
geographic information systems (GIS) has been an answer to the prayers of
many marketers; wanting to visualize complex sales and business
information. The solution, called Market Mapping, which allows various market quires in relationship to geo coded data, displayed on a
detailed digital map. In the business environment, success is determined by
the ability to quickly assimilate and respond to complex market data. Imagery has been on the
leading edge of what we call “Data
Visualization”. This is the ability to take
complex data sets and simplify it using visual cues. Mapping allows us to use
Data Visualization and "client mined" (discussed in detail next paragraph) data for up to 80% of our clients market data. This allows them
faster (with far more accurate and inexpensive data) responses than their competitors.
Having such a powerful quirky engine, which is what the
latest census information as well as various research databases, such as the
living standards measures (LSM), incomes, ages, education levels, cluster
profiles, and a host of other statistics for every household and region in
the country, are portrayed as a single graphic interpretation of thousands of
entries on a spreadsheet. As important as outside data is your company's
database. Imagery calls this cost effective, highly accurate data source “Client Specific Database
Mining” this emerging marketing tool
allows companies to use their own customer database to develop unique
customer profiles. The ability to define your market with existing data can
provide a savings while offering a level of detail and accuracy unavailable
in any other way.
Location
awareness is a significant feature in delivering highly customized services.
With Market Mapping, a growing list of blue chip companies are now able to
calculate virtually any demographic scenario for their marketplace, taking
into account customer profiles, census information, competitor analysis data
and any other set of business-related statistics (data sets known as "Cluster Groups") needing
evaluation. Viewing the results visually over-laid on a digital map, arriving
at answers within minutes. Previously these processes would take weeks, if
not months to produce and were represented in indigestible reams of
spreadsheets. The use of market mapping, client specific data and customized cluster groups, has changed all that; giving businesses clear and precise
