Geoanalytics Consulting
There is a geographic dimension to virtually every marketing problem and marketing plan.
Geographical analytics provides an understanding of the relationship among geographic variables, economic forces, marketing factors, and business success. In the hands of talented analysts, geoanalytics and geographical information systems (GIS) can help companies:
- Improve advertising media mix and media targeting.
- Optimize distribution systems. How many distribution centers? Dealers? Retail locations?
- Evaluate and optimize the performance of sales organizations? Who is underperforming? Who is overperforming? What are optimal sales quotas?
- Model and analyze brand performance (awareness, brand preference, purchase intent) down to the Census Block Group (CBG).
- Guide direct marketing campaigns down to the Census Block Group (CBG) level.
- Determine optimal locations for new retail stores, restaurants, banks, schools, or medical facilities, etc.
- Optimize the number of retail units for a given geographic area to maximize sales and/or profits.
- Plot market potential for a new product or brand down to the CBG level.
- Predict the type and mix of retail entities to maximize sales revenue for a given shopping center or mall.
- Understand the geodemographic and economic variables driving growth of a particular industry, category, brand, or retail entity.
- Optimize the locations of parks, city services, libraries, and the delivery of governmental services.
Geoanalytics and Geospatial Capabilities
Technology—Decision Analyst utilizes state of the art Geographic Information Systems (GIS) that merge computer mapping software with our proprietary database capabilities. This allows for spatial relationships, patterns, and trends in data to be visualized through various layers of geographic variables.
Analytics—Decision Analyst applies proven research and analytical methods that examine both quantitative and qualitative aspects of the locational issue under consideration. Our capabilities include choice modeling, optimization techniques, and market segmentation analyses. Our capabilities include analog analytics, as well as statistical gravity models to predict the impact of retail agglomeration and customer proximity on location. Marketing effects are incorporated using choice modeling, optimization techniques, and simulation.
Research—Survey-based information, plus focus groups and depth interviews, are combined with syndicated and secondary data to bring powerful new information to traditional retail, shopping center, and other geographic analyses.
Experience—Decision Analyst’s Advanced Analytics Teams have over 45 years of experience in geographic research and analysis across a variety of retail, residential, commercial office, and mixed-use development projects. We offer a valuable “real world” perspective gained from on-the-ground work in over 150 metropolitan areas, including the 20 largest in the United States.
Decision Analyst “Difference”
We think of retail trade areas as complex and evolving ecosystems, instead of simple and static “distance rings” around a location. We examine in detail the underlying trade area dynamics that shift and influence store and shopping center performance, including:
- Population and household growth patterns.
- Demographic characteristics and household spending pattern.
- Economic activity.
- Commuting patterns.
- Competitive forces.
- Sister store positioning/sales cannibalization.
- Topographic features and road patterns.
- Marketing variables such as pricing, positioning, and advertising.
We view Geoanalytics as not only applicable to new development activity, but to existing projects under consideration for acquisition, expansion, or redevelopment.
Who Could Benefit from Geoanalytics?
The services provided by our Advanced Analytics Teams can improve decision-making for an array of different groups:
- Major Corporations with far-flung operations and distribution system
- Shopping Center Owners
- Leasing & Marketing Teams
- Brokers and Tenant Reps
- Retail Chains
- Restaurant Chains
- Developers
- Lending Institutions
- Private Equity Firms
- Municipal, County, and State Governments
- Chambers of Commerce
- Economic Development entities
Advanced Analytic Services
Provided below are links to descriptions of the types of analyses Decision Analyst commonly conducts.
- Acquisition Reviews
- Geographic Information Systems
Custom Marketing Research
Geographic analyses are often unique and require a research design and an analysis tailored to specific business and marketing issues. Based on thorough discussions, Decision Analyst can design research studies to meet specific market information needs. Such analyses might include:
- Specific reviews of market population growth, demographics, economic activity, competition, or retail sales potential.
- Pre-market entry store Concept Testing.
- Positioning Research.
- Advertising Testing.
- Promotion Testing.
- Predictive Analytics tp forecast market potential.
- Customer Attitudinal Surveys.
- Customer Satisfaction and Loyalty.
- Shopper Behavior and Preference Surveys.
Why Decision Analyst?
Decision Analyst’s strengths in statistics and mathematics, simulation, modeling, and optimization provide the analytical horsepower to address complex business and strategy issues. If you have an analytics question you would like to discuss, please contact Elizabeth Horn, Ph.D., Senior Vice President, Advanced Analytics (ehorn@decisionanalyst.com) or Jerry W. Thomas, Chief Executive Officer (jthomas@decisionanalyst.com) via email or call 817-640-6166.