A sample of possibilities to use geomarketing tools for empowering business solutions. Geomarketing solves problems in companies and makes always right decisions.

1. GEOMARKETING

2. WHAT IS GEOMARKETING?
• using geographic information in marketing activities
• integration of geographical knowlegde and various aspects of
marketing, e.g. sales and distribiution
• it is a modern method of analyzing business data in conjunction
with the geographical space
• geomarketing is set of tools and methods based on Geographic
Information System (GIS)

3. WHAT CAN BE ANALYZED AND
WHAT FOR?
Geomarketing is focused mostly on three aspects: analyzing
spatial customer behavior, retail location and marketing
management.
Application areas and examples of analyses:
• location analyses – based mostly on present stores location and
demographic data
• analyses of the atractiveness of points of sale
• competition analyses – location of other objects providing
similar services, analyses of ‚cannibalism’ effect
• target group analyses (clients characteristics, consumer
behavior)
• generating the access zone by time and distance
• spatial analyses of sale
• planning and supervising regionalization of distribution network
• planning advertising campaigns (e.g. billboard placement)
• analyses of the distribution network

4. THE BENEFITS
OF GEOMARKETING
• properly prepared business strategies based on present
activity area and delimitation of future activity areas
• visualisation and integration data on map simplifies
recongnition of current market needs
• geomarketing analyses can be used for all types of business
and all aspects of them
• increasing the accuraccy of business decisions
• supporting optimalisation of distribution network
• better efficiency and lower costs of transport which results
from route planning optimalisation
• reduction of costs of advertising campaigns by directing them
to proper reveivers group
• more complete comprehension of the market

5. WHY DO YOU NEED
GEOMARKETING?
• no business analyses should be contucted in isolation
from geographical space in which the company operates
• visualisation of data, collecting so far in tabular form, in
geographic space and integration of this types of data allows to
faster and easier business data interpretation
• presenting some business data, e.g. sales, in spatial context
provides easier interpretation and reveals correlaction
between business operations and the space in which it operates

6. IT NEEDS TO BE HIGHLIGHTED
THAT:
• geomarketing analyses are closely related to company needs
and specification
• types of the analyses depends on type of the data which company is
collecting.
• to make a full geomarketing analyses, company data from different
departments are necessary – depending on the aim
of analyses
• the scope of the analyses is very broad but the business needs to
decide what specific analyses is performed
• using Open Source sofware provides flexibility and low cost
of system implementation.

7. EXAMPLES OF GEOMARKETING
ANALYSES
There are few examples of simple analyses used in geomarketical
studies. All of them were based on public data:
• Open Street Map (OSM) – large base of map data, creating by
anyone who wants to. The OSM Community cares about accuraccy
and timeliness of the data, verifyng them based on e.g. sattelite
images or GPS data. OSM is a good source of local spatial
knowlegde
• demographic data for Poland from Central Statistic Office
• geographical data, like Borders State Register, from Central Office of
Geodesy and Cartography
Analyses were made using free and open source software QGIS. QGIS
is an official project of Open Source Geospatial Foundation (OSGeo).
It works on many operating systems and supports multiple functions
and data format.
There are only few examples of free geographic data available for area
of Poland and world also.

8. LOCATION ANALYSES
Location analyses provide answers to questions like:
• Where new stores should be located?
• Does the present land use allows to locate a certain type of
business?
• Is the area inhabited by an adequate number of potential
customers?
• What is the level of market saturation by certain type of business?
• Is the present distribution network meets the needs
of the customers?
The main task of the location analyses is to find an optimal location
for business. They are based mostly on present stores location
and demographic data.

9. AVAILABILITY OF MARKETS
IN POZNAŃ
The map presents three categories of availability markets within the borders
of Poznań.

10. COMPETITION ANALYSES
Competion analyses can be part of the location analyses. They
provide information about location of points providing similar
services.
This map presents
an analyses of
„cannibalism” effect
between points with
similar profile service.
Overlapping areas
presents zones, in which
the stores influence is
duplicated.
The ‚convex hull” line
means maximum range
of influence
of points (stores)
in city area.

11. Presentation of impact of the competitive stores.
The size of impact depends on size of the competitive object.
COMPETITION ANALYSES

12. TARGET GROUP ANALYSES
Demographic analyses are significant part of geomarketing.
With the knowlegde of age structure of inhabitans or household
income classification and taking into account consumption habits
enable better identification of potential markets.
The map provides two types of information:
• number of inhabitants per store in every voivodeship
in Poland
• volume of consumption of some basic products for every voivodeship

13. TRANSPORTATION
ACCESSIBILITY
Transportation accessibility is a very broad issue and one of the main
subject of geomarketing research. It enables planning and optimalisation
access routes for providers, which directly effects in shortening delivery
times and costs reduction.
Communication availability (by car, public transport or on foot) is very
significant factor in market potential analyses and new stores location.
This map presents shortest path beetwen stores, including mid-
points. This is simply example of optimization of access routes.

14. TRANSPORTATION ACCESSIBILITY
BY TIME AND DISTANCE
Maps presents spatial distribution of transportation accessibility for specific point
from different places in the city by time and distance.
Accessiblity by time
Accessibility by distance

15. TRANSPORTATION
ACCESSIBILITY
Evaluation of accessibility of the area by road and rail network. Values
presents network (rail and road) density in each cell. The scale of this
valorization is abstract.

16. WHAT DO WE OFFER?
SUPPORT, CONSULTATION AND ANALYTICAL SERVICES
in geomarketing studies of problem, which will require
analyses
also
TRAINING COURSES
GIS theory, geomarketing basics and software use for people
who will collect the data and create geomarketing analyses.
Trainings will provide knowledge and and skills which will be
helpful and useful in creting big company’s databases.
We train with use of free, Open Source software, which
provides flexibility and low cost of system implementation.

17. WHAT DO WE OFFER?
SUPPORT, CONSULTATION AND ANALYSES SERVICES
in geomarketing studies of problem, which will require
analyses
also
TRAINING COURSES
GIS theory, geomarketing basics and software use for people
who will collect the data and create geomarketing analyses.
Trainings will provide knowledge and and skills which will be
helpful and useful in creting big company’s databases.
We train with use of free, Open Source software, which
provides flexibility and low cost of system implementation.

18. WHO ARE WE?

19. Company was founded in 1990 as computer and cartographic
business and personal consulting.
Based on many years of experience in cooperation between
science and business, provides high-quality GIS solutions and
management for the public sector and businesses.
Our company is engaged in:
• creating spatial analyses
• production of digital thematic maps and digital databases
• providing tranings with the subject of e.g. GIS cartography,
GIS software
• many others services in GIS
GEPOL belongs to a QGIS Sponsorship Program as Brown
Sponsor. We appreciate inovating and valuable projects, that is
why we support the development of an open source sofware,
which QGIS is.