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Alle Bestandteile dieses Dokuments sind urheberrechtlich geschützt. Die Rechte liegen bei GfK GeoMarketing. Dieses Dokument ist Bestandteil einer Präsentation und ohne mündliche Erläuterung unvollständig. © GfK GeoMarketing 2009
Using postcode regions to aggregrate, analyze and visualize data in Oracle
Christopher C. Guider, GfK GeoMarketing, www.gfk-geomarketing.com
2
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Using Oracle‘s expanded spatial functionality
New possibilities for organizing and analyzing data
using a geographic component
Postcode maps, or geodata, help reveal otherwise
unseen trends and relationships in your data
End result:
Better understanding of your markets
and more informed business decisions
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
1 What are postcode maps?
2 Why use postcode maps?
3 Applications
Contents
4 Special cases and limitations
5 Quality concerns
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
1 What are postcode maps?
5
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
What are postcode maps?
6
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
What are postcode maps?
Postcode maps feature postcode boundaries
Each postcode corresponds to a map object
Boundaries form polygons or “tessellations”
that fit together without gaps or overlaps
Data stored in associated table
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GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
More than just a pretty picture
Postcode maps are data repositories
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GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Support for full-market planning
Area-based approach that provides comprehensive coverage
Ideal foundation for aggregating and analyzing data across entire sphere of operations
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
2 Why use postcode maps?
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GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Street maps vs. postcode maps
Key disadvantages of working with street maps:
Lines/points instead of regions/polygons
Lack of an enclosed geometry
Data cannot be associated with regions or tessellations
Limited ability to carry out full-market comparisons
11
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Postcodes less ambiguous than place names
First 2-3 digits of a postcode allow for easy identification of US states.
http://en.wikipedia.org/wiki/Image:ZIP_code_zones.png
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GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Most countries have a postcode system
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GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Postcodes permit one-field geocoding
geocoding
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GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Better business planning possibilities
Data can be aggregated to regions
Facilitates comparisons across full range of market
“Nested” nature of postcodes makes it easy
to switch between levels of detail
More densely populated areas have more granular postcode regions;
ideal for business planning
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
3 Applications
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GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Visualize your customer distribution
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GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Compare turnover in your sales territories
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GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Assess risk along coastlines
Boston shoreline
19
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Other applications
Filter postcodes according to search criteria
View network of business sites – either your own or competitors
Visualize response rates of marketing campaigns
or customer service surveys
Pinpoint strengths and weaknesses in your market coverage
Use as basis for sales territory planning
20
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Illuminate trends & relationships in your data
This leads to…
Insights into your markets
Greater transparency
Better understanding of how different types of data interact
Visible indicators of any gaps in your sales or service network
21
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Add market data for even more benefit
Identify areas with high disposable income
for your product or service
Compare data on potential with your actual turnover figures
Check proximity of sites to primary target groups
Use market data to pinpoint ideal locations
for new business sites
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
4 Special cases and limitations
23
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Limited coverage for some countries
Ireland
Only Dublin and Cork have postcodes
Romania
Postcodes exist, but difficult to obtain
Africa
Limited coverage
24
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Obtaining postal boundary data
US is an exception, as data is in the public domain
Usually postcode boundary data must be pieced together from numerous sources, including
Government agencies
City maps
Satellite imagery
Topographic maps
Street network data
Postcode directories
25
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Raw boundary data is not enough!
Boundaries must form polygons or tessellations
that fit together without gaps or overlaps
Boundaries frequently have to be created along streets
and railways as well as lakes, mountains and coastlines
Updates essential – thousands of changes in Europe
last year alone
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
5 Quality concerns
27
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Key features of quality postcode maps
Up-to-date; possibility for future updates
Seamlessly fitting polygons that provide gapless,
overlap-free coverage of entire market
Adequate detail (e.g., 4- or 5-digit coverage)
Consistent global quality to support international
data comparison and analysis
Seamless fit between country borders
Granular coastlines
28
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
GfK GeoMarketing is leading provider of maps & market data
World’s largest supplier of vector-based administrative
and postcode maps
Global coverage (240 countries)
Stand-alone country editions, continent editions
and world edition
Regular update cycle
Seamlessly fitting market data
(purchasing power, demographic data,
POS turnover, retail centrality data, etc.)
Available in Oracle data format
29
GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher C. Guider May 19, 2011
All components of this document are protected by copyright. All rights reserved by GfK GeoMarketing. This document is part of a presentation and is incomplete without oral elaboration. © GfK GeoMarketing 2010
Summary
Postcodes are the link between your data and postcode
maps, which serve as a platform for spatial analyses.
As such, postcode maps offer ideal means of aggregating,
analyzing and visualizing company and market data.
Result:
Greater transparency
More reliable and dynamic basis of planning
Immediate insight into data trends and relationships
Alle Bestandteile dieses Dokuments sind urheberrechtlich geschützt. Die Rechte liegen bei GfK GeoMarketing. Dieses Dokument ist Bestandteil einer Präsentation und ohne mündliche Erläuterung unvollständig. © GfK GeoMarketing 2009
Thank you! Christopher C. Guider, [email protected] www.gfk-geomarketing.com/oracle_maps