MAKING MAPS WORK HARDER

In simple terms Geoplan mapping software contains data which is broadly handled as sheets, like transparent acetate layers, one laid over the other, which can be:

• Viewed through.
• Panned across.
• Zoomed into.
• Turned on, or off.
• Styled and coloured.
• Navigated.
• Linked together using a geocode or grid reference.
• Cut, manipulated and analysed.
• Exported and printed.

The Data Layers (see image below) typically used in a business orientated mapping system can be broadly categorised as:

• Map base.
• Postcode boundary and point layers.
• Other boundary layers – administrative, media, industry specific.
• Demographic or business data layers.
• Customers own boundaries, territories, catchments or coverage areas.
• Customers own performance data, revenue, cost, margin, KPI’s, stores, branches, depots, offices, personnel, customers, suppliers or competitors.

The key to linking, visualising and analysing customer data on a map is through the use of a geocode e.g. Postcode or ZIP code in the USA.

The Postcode for example has a specific grid reference. As a consequence any data attached to that Postcode e.g. Contact details, sales data, sales representative, can be mapped. Either as individual point locations or aggregated up to higher levels of geography such as Postcode Sector, sales territories or store catchments.

Data managed in this way can be mapped to show areas of opportunity, difficulty, overlap, market potential, competitive pressure or, waste.

You can select an area and cut through the various data layers, using a range of tools:

• Radius.
• Drivetime.
• Handrawn.
• Threshold.
• Other boundaries - e.g. Sales territories, store catchments.

The data held within the cut area can be extracted or
combined for further analysis.