GEO Tools
GIS Considerations



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What do you need for using Geo-Marketing?

This section gives you valuable information about the requirements for "geographic information / data".

Analysis of data in general has revealed that approx. 80% of all available data has a geographic context (meaning: you can directly associate an area or region with the data) - which is a very surprising fact!

The data itself can be divided into:

Geographic data (digital maps):

The basic requirement of displaying data within a geographic context is the digital/electronic map, to which you want to link your data. These digital maps can be bought in a great variety.

boundaries of:

  • countries
  • counties
  • ZIP-code areas
  • cities
  • micro-regions
  • ...


  • rivers
  • lakes
  • seas
  • mountains
  • highways
  • primary and secondary roads
  • street-maps
  • ...

Most of these digital/electronic maps are available in different formats. So when you want to buy additional maps for an already existing GIS - you should take care to obtain the appropriate GIS format or in a standard interchange format which then can be converted into the proprietary format of your GIS.

Many digital maps are already sold in bundles together with the GIS. Try to contact the provider of a GIS for a list of available maps.

Data with geographic context:

Generally there is no limit which data you may use in a GIS - except: it must have a key to a geographic entity (or at least can be linked to a data-table that has!).

Again, data with geographic context can be distinguished by:

General statistical data:

The main source for data to be put into a geographic context often is statistical data - i.e. census data (if your are working in the private customer segment).

The main purpose of doing so is to give you a very nice geographic overview about the structure of the population - especially if you want to calculate some general figures about the market segment and the population within.

census data:

  • age
  • sex
  • income
  • households
  • # of children
  • people within a household
  • education
  • ...

Of course you can also use data like:

car registrations:

  • new / used cars
  • motorbikes
  • trucks
  • ...

micro-geographic data:

  • (see the Micro-geographic segmentation section)

data generated by market-research

  • customer satisfaction
  • customer loyalty
  • complaints
  • ...

Business data:

As business data (data originated within your business) that you want link to geographic maps you may use nearly everything that you can imagine (or that you can get hold of) - as long as it has some sort of key id that can be linked to a geographic entity.

Below you find some examples of data that might be worth to be displayed on a digital map.

  • turn-over
  • turn-over per ... (salesman / outlet / ...)
  • profit
  • products
  • services
  • customers
  • new customers
  • regular customers
  • potential customers
  • prospects
  • most profitable customers
  • frequent buyers
  • sales regions
  • ...


  • locations of your competitors
  • competitor's outlets and branches
  • location of competitor's customers
  • ...

... although obtaining this data can be a difficult task

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