Identifying Potential Customers (Targeting with GIS): Data
Retail Locations Newspapers and Spending Data
GIS allows for the integration of data from multiple sources and in various forms for an infinitely greater alignment between target and media options. For this project, the agency was able to supply a list of retail locations (by address and postal code) AND a set of target criteria that included annual HHI and RRSP expenditures. The result was a listing of publications defined in two ways. Firstly, by the retail locations captured in the coverage area and then by the value of the coverage area relative to the income and expenditure criteria. The data allowed the planner to understand the duplication in coverage for each location and offer a way to identify the most appropriate newspaper option in all cases.
(Click image for larger view)
| <- Previous Example |
