The Art of Geocoding

At Spatial Insights we talk a lot about data, and the accuracy of data.  And the sources of data.  And of course, the accuracy of the sources of data.  The lower the integrity of the data, the higher the margin of error, and the lower the chances that any insights derived are valid and authentic.

The chosen method of data collection is a critical tool in the armoury of good data quality.  And the data collected, specifically the written description of the physical street address, which more often than not is captured by employees with lower literacy levels, forms the basis of any Spatial Analysis. 

In order to gain any geographical insight, data needs to be geocoded.  This places each record’s location on the map as per the physical street address of the record, in the form of latitude and longitude. 

Remember, garbage in, garbage out.

Mapmarker, a stand alone geocoding tool, automates the geocoding process, and an accuracy hit rate is generated, which provides confidence levels of data accuracy. 

julia@spatialinsights.co.za

Data Visualisation Solutions

Geocoding

Approximately 85% of all databases have a geographic element.  Geocoding is the process of assigning latitude and longitude (x;y coordinates) to individual records of a database.  Through this process is geo-spatial analysis enabled.

A geo-coded database can be analysed within the electronic geo-spatial environment against other relevant sources of information based on its geography.

Geodemography

Geographic areas can be defined and profiled within a GIS (Geographic Information System) in terms of the area’s demographic breakdown ie age, race, gender, education levels, occupation, or lifestyle of consumers in order to provide marketers with insights into catchment areas.

Retail / Commercial Feasibility

When identifying potential new markets, the optimal location will deliver success.  Maximise profitability by understanding potential market size, disposable income levels, geodemographic profile of potential business location, and location of competitors.

Product Development

Analyze trends and purchasing activity within markets in order to provide predictive analytics within differing market profiles.

Distribution & Logistics

Optimise your distribution strategy within the geo-spatial environment.  Geographic information enables logistic optimisation, and DriveTimeZa provides the technology to maximise efficiencies of time and distance to maximise cost efficiencies.  The spatial environment also provides geographic parameters for routing in terms of distribution vehicles utilised, distribution loads, size and quantity of product, required delivery turn around etc.

Advertising & Marketing Geographics

With in excess of 15 years experience in Geographic Media Analytics, Spatial Insights is poised to enable you to answer the up-until-now unanswerable: “ Í know half of my advertising budget is working, i just don’t know which half”

Geographic marketing is critical to defining and reaching segmented target markets for geographically based products or services.

Media Analytics

Once you know where your consumers are, then you will know how best to communicate to them.  Media spend can be analysed against market potential, and effective reach of target market.  Accurate and realistic ROI levels can be at the planning stage or post-campaign.  

Informed Decisions

·         Are you making informed decisions about your organisation?

·         What information is your decision making process based on?

·         Is the information you are basing your decision making on accurate?

·         What information are you not able to factor into your decision making, and why?

·         Are you able to predict the impact of the decisions being made?  Will they be in line with your objectives?

·         If your decisions are not based on accurate and complete data, what are they based on?

·         Are your organisation’s decisions focussed on “sustainable business tomorrow”?

The technology exists to provide you with the answers to the above and more, and Spatial Insights have the expertise, technology and experience to provide you with accurate insight into your environment.

Information

We are operating in the Information Age.  Within your organisation exists the information required to enable insightful strategic planning.  Most often, organisational data exists in inconsistent, and non-user friendly formats.  Additionally information gathered at the operational level is often dirty, non-verifiable, duplicated and irrelevant to management processes.

Spatial Insights will scope your organisational activity and identify opportunities for data and systems development.  We can assist you to assimilate, clean and deduplicate your information, and render it useful to you.

This process is critical, in order to ensure that your “universe” is accurately taken into consideration, thereby enabling effective decision making.