Geomarketing analysis tools in Arcgis 10

Arcgis always was a soft for a solid spatial analysis especially when it was fully equipped with different extensions. The new version of Arcgis – Arcgis 10 not only the new more power GIS it also goes with a full range of extension wich could be effectively used to solve geomarketing tasks.

Probably one of the best features of the Arcgis 10 is the smooth integration with Google Earth. The Google Earth Extension allows to turn on Google Maps Layer, Satellite View, Hybrid View as a backcloth and this dramatically increases visibility options. The following video demonstrates GE extension in action.

Geomarketing Report: Investment Climate of the Moscow Oblast Region

The Center for Spatial Research (www.csrgeomarketing.com) with the support of the media partner RBC (www.rbc.ru) has released the report on a geomarketing research of Moscow Oblast Region called “Investment Climate of the Moscow Oblast Region. Geomarketing research of area attractiveness”.

One of the companies which has purchased the report (large Finnish developing company) is planning to enter the Russian market. Applying information provided in the report, the company can conduct geomarketing analysis and assess  attractiveness of cities and territories of the Moscow Oblast region. The report contains the following information:

• major cities of the Moscow Oblast region, population and socio-demographic characteristics of the population;
• development of transport infrastructure of the Moscow Oblast Region,
• shopping attractiveness ratings of the major regional highways based on 6 geomarketing factors
• statistics on retail trade and catering, the development of service sector
• employment and unemployment rates
• construction rates
• population incomes and expenditures, wages
• regional investment: fixed capital and foreign investments.

The objective of this report was to compile a complete set of geomarketing information on the Moscow Oblast Region for the companies planning the investment into  commercial real estate, retail chains and stores. Analysis conducted at the regional level as well as at rayon and city levels.

For more information on report go to RBC website.

Google Earth Pro. Demographics, Traffic and Other Valuable Data

Google Earth is constantly updating. Now the Pro version of this supper popular mapping software offers users the data that will allow them to perform geomarketing analysis. Google Earth Pro now goes with the set of

• US consumer demographic data (median age, income, education level and more) from Nielsen Claritas. Levels of geography are – state, county, census tract or block group.
• parcel data - information on almost every building in US (last price sold, zoning and square feet)
• traffic counts data – “Hundreds of thousands of points showing historical traffic counts in easy to understand mapped icons with historical traffic counts” (Google)

Unfortunately this set of data is available only for US, but we should consider that it is a big step from Google towards geomarketing. With high degree of probability  it could be said that it is not the last step. We should expect that in future the company will add more data of more countries.

Russian Geomarketing Provider is Looking Forward to Serve International Companies

The Center for Spatial Research (Центр пространственных исследований) – geomarketing company operating in Russia, has launched an English version of its corporate website (http://www.csrgeomarketing.com).
The website will provide information on company’s geomarketing products and services including:
Geomarketing research and consulting:

• Site selection analysis
• Outlet network planning and optimization
• Outlet positioning and promotion
• Trade area analysis
• Customer segmentation (Geodemographics)
• Revenue and turnover forecast and analysis
• Optimization of the outlet product range
• Local market research
• Competitive landscape

Business Atlases and Geomarketing Reports on Russian Cities

• Business Atlas Food Retail in Moscow
• Business Atlas Food Retail St.Petersburg
• Fitness Centers of Saint Petersburg Report
• Geomarketing Analysis of Suburban Real Estate of Moscow Region Report
• Food Services in Saint Petersburg Report
• Geomarketing Analysis of Major Roads and Highways in Saint Petersburg Report
• Cinema Theaters in Moscow, Saint Petersburg, Ekaterinburg, Kazan, Chelyabinsk Report

Geomarketing Software

• Territory planning and management
• Site selection and trade area analysis
• New and existing locations analysis (stores, warehouses, competitors, customers, etc)
• Business assessment and competitive analysis
• Ad campaigns planning and assessment
• Maps and reports to enhance marketing decisions

Geodata

• Moscow
• St. Petersburg
• Other Russian cities

Since 2003 the Center for Spatial Research has been successfully providing geomarketing products and services to domestic and international companies which operate or plan to penetrate into the Russian market including Home Credit, Leroy Merlin, Sberbank, World Class Fitness.

“In recent years, many international companies are highly interested in geomarketing research and detailed geomarketing data of Russian cities not only Moscow and St. Petersburg but also cities with populations over 100 thousand” – says General manager of Center for Spatial Research Denis Strukov.

The crisis forced companies to explore areas in more detail in order to make the correct and accurate decisions on investing in land and property.
Optimization based on geomarketing research, can save more than 30% of the financial cost already at the outlet planning stage. This has been understood by western companies for a long time. “In this regard we have to have detailed marketing geodata on consumers within the major cities in Russia (on postal code or block level) in order to build mathematical models for evaluating the area in future revenue – shares Denis – in Russia to do so in the absence of any detailed data is very difficult.”

Trade Area Analysis Video

Just recently I’ve found an interesting video on YouTube  on methods of trade area analysis performed in Map Info. The video is created by professor Grant Thrall from University of Florida a well-known geospatial analysis expert.