Category Archives: Location Intelligence

Distribution & Logistics

Distribution routes and merchandising/ sales territories develop fortuitously over time which can result in regions or routes overlapping or crisscrossing each other.  Distribution strategy is optimised within the geospatial environment. Geographic information and functionality enables logistic optimisation, and DriveTimeZa provides the technology to maximise efficiencies of time and distance to maximise cost efficiencies. The spatial environment also provides geographic parameters for routing in terms of distribution vehicles utilised, distribution loads, size and quantity of product, required delivery turn around etc.

Distribution data can also be overlaid with census data in order to correlate distribution mechanisms with market size and location.  Census 2011 data is now available in the spatial format providing information such as population and household counts, as well as demographic information such as population age groups, education levels, income levels etc.

Distribution data can also be overlaid with other locational data such as location of competitors, commuter convergence points or other points of interest.  These are used to predict consumption patterns and market activity.

Airports Company Protects Wildlife with GIS

The ACSA are to be commended for the work they are doing  with their GIS systems.  According to their news site, they are using a comprehensive GIS system in various ways, one of which is a wildlife counting module incorporated within their wildlife management programme.

ACSA have included within their environmental awareness programme the use of hand-held Trimble devices with GPS functionality.  ACSA wildlife officers are utilising these GPS devices in field to build accurate databases to manage airport infrastructure in order to reduce bird strike risks.  Additionally grass height adjacent to runways is monitored and managed, reducing the incidence of birds nesting in the vicinity.

Well done ACSA!  This is a great example of corporate business utilising cutting edge technologies for sustainable business practices.

Retail Feasibility

When identifying potential new markets, the optimal location will deliver success. Maximise profitability by understanding potential market size, disposable income levels, geodemographic profile of potential retail locations, and location of competitive activity.  Use the power of location intelligence to enhance the decision making processes within your organisation.  Contact us for a strategic brainstorming session.

Uses for Geodemographic Profiles

The Geodemographic profile is a tool used as a predictor of purchasing behaviour that performs part of an organisations marketing and operational toolkit.

The marketing or advertising department will use the profile to determine when and where advertising should take place in order to achieve maximum results. The demographic makeup of the market should guide advertising content as well. In addition, localised marketing strategy can be customised per retail outlet. Companies with internal customer data can use geodemography strategically when overlaying customer data on top of market data. Understanding the differences between current customers and the total market provides marketers with the ability to target content specific campaigns at customers vs potential customers from the point of view of growing market share.

Operational departments will use profiling to better understand cannibalisation between stores, as well as to identify locations for new outlets. Any feasibility study or impact analysis should include the geodemographic profile for the catchment or geographic area, as a predictive modelling tool. Geodemographic profiles are useful to merchandisers as a guideline for what ranges to stock per individual outlet.

Caution! Geodemographic profiles of large geographic areas are generally too broad for business application. Its important to understand the local geographic area well enough in order to use the profile as a micro marketing tool. If the area being analysed is too large, any useful data trends or anomolies will be averaged out.