Market analysis using GIS

Case Study Overview

Customer: Crédit Agricole

Application: Market analysis

Product: Geocoder JoinAddress, Desktop-GIS, Market Data

Goal: Identify market potential, evaluate and optimize existing sales structure and branch network

Use: Polish subsidiary of Crédit Agricole

Crédit Agricole: Market potentials via GIS

To keep up with the constantly growing needs of microgeographical analyses, the Polish subsidiary of Crédit Agricole uses a GIS by WIGeoGIS.

ArcGIS, the solution by Esri Inc., including the WIGeoGIS extensions JoinAddress, WIGeoNetwork, WIGeoProfil and WIGeoReport, represent the primary components of the geomarketing system. Vector-based maps (WIGeoStreet) and sociodemographic market data from various sources form another important element.

Transparent analysis

The solution currently serves primarily as an instrument for supporting decisions in the development plan of Crédit Agricole. Part of these analyses involves identifying market potentials as well as the concomitant assessment of the existing distribution structure and the branch network. “The tools supplied by WIGeoGIS enable us to perform simpler analyses and promote the understanding of our distribution structures. The branch network can be more transparently analysed through the determination and assessment of catchment areas”, Bartosz Taborowski, manager in charge of geomarketing analyses for Crédit Agricole, ascertained. One of the strategic steps in the analyses was the geocoding of nine million customer addresses of Crédit Agricole with the aid of the geocoding component JoinAddress. The localised customer data in combination with the potentials data from Acxiom became an important element in the process of generating the catchment areas for the branches.

The catchment areas thus defined were used as the basis for further geomarketing analyses. These range from determining potential areas at the microlevel, assessing the competitive situation, target audience analysis, to small-scale assessment of market share.

Crédit Agricole uses a GIS by WIGeoGIS.

Automation of processes

The GIS solution implemented at Crédit Agricole makes (full) automation of analysis processes possible. This is guaranteed through the standard components ArcGIS, ModelBuilder, as well as functions from the WIGeoGIS extensions that are built into ArcToolbox:

  • WIGeoNetwork – street network analyses
  • WIGeoProfil – inheritance of information, hotspot analyses
  • WIGeoReport – batch reporting for maps and table reports


Thanks to this integration, the path from “raw” data to meaningful reports is simple and efficient. According to Bartosz Taborowski: “JoinAddress, together with WIGeoNetwork, has optimised and qualitatively improved the process of determining preference branches for every customer.”

Market analysis - further case studies

WebGIS case study CLAAS: Harvester

Case Study WebGIS: This is how CLAAS uses WIGeoWeb

Potential analysis, market analysis and territory management all with one WebGIS! Yes! CLAAS has been using its own WIGeoGIS WebGIS to answer many questions since 2014.

Learn more
Merger Control Procedure Isochrone

Geomarketing in Competition Law

WIGeoGIS creates geographic market analyses for merger control procedures quickly, efficiently and accurately.

Learn more
Transparent market reporting

Transparent market reporting for banks with geomarketing

The Unicredit HypoVereinsbank (HVB) uses geomarketing to measure the success and potentials of its branches in Germany.

Learn more
Bank Austria: Geomarketing optimises sales structures

Unicredit Bank Austria: Geomarketing optimises sales structures

Using WIGeoGIS geomarketing software, UniCredit Bank Austria is optimising its sales structures based on physical branches.

Learn more

GIS Software: Request a FREE Live Demo!

  • FREE Live-Demo* of GIS Software
  • Non-binding, without further obligations
  • Online presentation via video call

Do you want to know more about GIS software? I will be glad to support you.

Renate DUMBERGER

Key Account Manager rd@wigeogis.com
+49 89 321998 41

* Required field - please read our privacy policy

* The products of WIGeoGIS are intended for companies and are not suitable for private use. If you need a one-time market analysis, we will gladly make you a service offer.