Maps and Catchment Reports

Customer Location Report

Customer location maps (or dot maps) allow you to show point data visually on a map. This one is for a fast growing electrical retailer with 30 outlets across GB. They wanted to know more about their target catchment areas in order to drive local marketing and provide essential information for long term store planning. Using GeoDirectX, it was able to effectively visualise its marketplace by integrating customer and outlet location data into a single thematic map.

Maps like this can also be used to show other point data such as responders to questionnaires, schools and their pupils, high spenders in utilities, attraction visitors and charity donors vs charity shop customers.

Drive Time Boundary Map

Drivetime boundary reports simulate an area that can be reached within a particular driving time. These catchments are more sophisticated than radial catchments, as they take into account the road network, including bridges, different road types and inaccessible areas.

This one is for a newly launched leisure centre in the heart of Coventry that was planning a heavyweight marketing campaign. Previous research had identified that customers’ typical maximum drive time would be 45 minutes and the company wanted to understand more about its target geography. Using GeoDirectX’s Drive Time Boundary Report facility, it was able to create a definitive catchment area and undertake a detailed analysis of its local media opportunities.

Standard Catchment Boundary Map

For government, public sector or media planning, GeoDirectX includes a range of standard catchment boundaries which provide a relevant framework in which to build a picture of local knowledge or enhance local knowledge. Standard catchment boundaries include: Media boundaries, Health Boundaries, Postal Areas, LEAs and Parliamentary constituencies

Retail Catchment Boundary Map

Bespoke catchments can be generated for a wide range of applications such as drivetime boundaries, sales territories, geological areas and retail trade areas. This one shows the primary and tertiary catchment for a large furniture store based in Guildford. The marketing department went on to create greater customer insight by looking at the geographical spread of high-profit customers vs low customers to help pinpoint those locations where current and future potential was greatest.

Postal Sector Thematic Map

Thematic maps created from Postal Sector ranking reports have a wide number of uses ranging from planning door to door activity through to the roll out of new stores or products. There are approximately 2,500 households in a Postal Sector, which make thematic maps ideal for looking at hot spot areas with a region of the country.

This map shows the results for a leading insurance provider which was planning a door to door mailing campaign in the Midlands. It wanted to focus on neighbourhoods with a high incidience of home ownership and 2+ car ownership. Using GeoDirectX’s unique datasets, it created a bespoke target audience and used the analysis to plan target areas for direct marketing.

Postcode Thematic Map

Thematic maps are traditionally created from postal sector variables. However, because of the wealth of data behind GeoDirectX, it is now also possible to create thematic maps at postcode level. These maps are possible when ever a dataset exists for individual postcodes and are excellent when carrying out micro level analysis, such as at individual street level.