Deutsch  English  Polski
Spatial advertising material planning (also called spatial medial planning) is a planning process for the targeted use of media (e.g., unaddressed advertising media, brochures or addressed letters) for advertising purposes, taking a sales territory´s spatial and topical factors into account. With geomarketing, you can therefore answer questions such as:
  • How many brochures should be distributed, and where?
  • How many persons should be sent a direct mailing?
  • Where and with how many placards should we advertise?
With geomarketing, you avoid costly wastage and distribute exactly as many advertisements as the ratio of target audience potential and residents/households appears acceptable to you. Advertising campaigns are optimised and the response quotient increased. Large media agencies and household advertising companies (e.g., outdoor advertising, advertising materials distributors) use GIS. Companies that use geomarketing profit in spatial advertising materials planning via digital data exchange with media agencies and advertising companies: greater planning reliability, more precise data and less wastage.



Scientific studies have shown that a small-scale approach in media planning involves considerable advantages:
  • Efficient exhaustion of customer potentials: unprocessed areas (“terra incognita”) are recognised and penetrated through goal-orientated campaigns. The probability of gaining new customers is demonstrably higher in areas with low penetration and a high target audience proportion.
  • Target audience selection: Only the areas in which the ratio between the target audience and the total number of residents/households is convenient are targets for advertising
  • Reduction of wastage / increase in efficiency and response quotient: areas in which the thousand contact price most favourably relates to the target audience are targets for advertising
  • Objective response measurement and performance monitoring: With geomarketing, you can objectively measure and determine the actual response of an advertising campaign

Distance matrices


A distance matrix depicts the spatial distance between m and n points. Either linear distance (simple case) or the actual distance due to calculation in street networks may underlie the ascertained distances.

Distance matrices play a significant role in expansion models, accessibilities or mobility behaviour.

Various data sources can be used as a starting point for calculating distances. Calculation between customer data (e.g., from store cards) and POS locations is classic. Should no personal data be present, aggregated and anonymised data from mobile telephone networks (radio cells entered, length of stay in the radio cell) can be used as a starting or end point of a distance matrix, for example. This method is obvious for estimating the expected customer flow at an existing or planned shopping centre, for instance.



Advantage:
Distance matrices are a significant source of information
  • in the area of operative location planning
  • sales force planning and
  • sales region planning
Distance matrices are also used in handling service cases.

Density analysis


Density analysis converts point data to n-dimensional representation.

Both local technical data (e.g., customer -> turnover or competition -> sales area) and their spatial positions are thereby correlated. In addition, the spatial relation and the corresponding technical data value are translated to a colour scale and thus represent the topical-spatial weighting clearly.



Advantage:
Most people are better able to perceive and understand surfaces than a series of points.

Spatial patterns resulting from the spatial distribution of points thus quickly become clear and are more easily visually comprehensible to the viewer.

Modern GIS and geomarketing systems make use of this technique and help to make complex spatial and topical technical data more quickly comprehensible.