What is geomarketing?

Geomarketing is a unique discipline within marketing analyses which utilizes geographic information in the process of planning and implementation of marketing activities and evaluation of business data. The essential idea is to visualize business data (gathered by a company or bought from external sources) on a map and thus gain new valuable information for marketing process.

Why is Geographic Information System the right tool for marketing?

Geographic information System (GIS) enables its users

• to organize, analyze and present their business data
• to discover spatial connections in market data that can be very hard to spot using only tables and charts
• to forecast business events and plan future development of the company
• to find answers for all the „where“ questions

GIS geomarketing analyses

• current state analyses (mapping of selected phenomena using different types of charts)
• analyses of sales potential (search for potential customers based on multi‐criteria geographical analysis)
• rival analyses (visualization of geographical relationship of one’s current stores with respect to those of rival companies)
• and many more (e.g. setting up a distribution network, defining areas of interest for individual locations, localizing important objects, etc.)

Case study: PHARMapa application (Data Agentura INFOPHARM)