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By target audience analysis, we mean the systematic, spatial analysis of a sales market in terms of characteristic target audience properties and attributes. Target audience analysis (spatial market segmentation) proceeds in such a way that target audience attributes are classified in topical maps. Areas of the highest or lowest classes then form the sales promotion area. Through overlay analysis, multiple target audience attributes can be blended with one another. Results of penetration analyses are commonly incorporated into the decision making process of market segmentation. The goal of this process is to identify unprocessed areas (“terra incognita”) in order to react—given the presence of corresponding target audience attributes—with targeted advertising.



Target audience analysis makes the recognition and visibility of potentials possible. Unprocessed areas with corresponding target audience attributes are identified. The spatial market segmentation helps to make marketing decisions more secure.

Spatial analyses


Example of spatial analyses that are only soluble with GIS:
  • Select all placard locations that are no further than 500m from a cinema!
  • Select all construction blocks in which the proportion of single households is smaller than 30%!
  • How many companies are there within 100m of a branch location, sorted by industry sector?
  • Select all barbers/hairdressers and hand each one our sales territory number!




Advantage:
Example of spatial analyses that are only soluble with GIS:
  • Select all placard locations that are no further than 500m from a cinema!
  • Select all construction blocks in which the proportion of single households is smaller than 30%!
  • How many companies are there within 100m of a branch location, sorted by industry sector?
  • Select all barbers/hairdressers and hand each one our sales territory number!