It involves the geographic analysis and visualization of company and demographic data in order to spot trends and relationships that would otherwise go unnoticed. Geomarketing thus comprises the ideal basis for sound location- and sales territory planning, for more effective and efficient operations and decision-making. Similar concepts are found and applied in other industries, such as the telecom sector, where knowledge of fine scale population distribution is critical for network but also business development planning.
In reality, poor data on population distribution often hinders the best marketing and business development concepts. Usually, aggregated statistics from the census are employed on the basis of irregularly shaped administrative units, assuming a uniform population density within each administrative unit The marketing or planning efforts based on such data usually result in very poor geographic precision and often lose the original purpose. The mechanism is amplified in the countries with very poor census data. This is where EO data can not only help but increase the efficiency, impact and range of applications dramatically.
ESA to support service development and roll-out
The Value Added Element (VAE) program of the European Space Agency (ESA) has the purpose to support the industrial community in the use of Earth Observation data, and as such is contributing directly to fulfilling the high-level objectives of the EO Envelope Programme Development & Exploitation component. The VAE is the evolution of the market development element (EOMD) of EOEP-1 and 2.
In context with the requirements and needs of the geomarketing and telecom industry for highly detailed demographic data, ESA supports through its VAE program the demonstration, validation, market expansion and promotion of an EO based service that significantly improves existing census data through a modelling approach based on land use information derived from satellites. The proposed EO-STAT PopLoc Day/Night service (EO derived information for sharpening socio-economic STATistics and Population Location at Day and Night, hereafter called PopLoc©) acts like a pencil sharpener and disaggregates statistical information to arrive at the “real world population”.
With PopLoc marketing companies will be able to know any time during the day and night where people are actually “spatially speaking”. This significant improvement has become possible through a GeoVille model development after completion of EO-STAT. The service is of great interest to geomarketing and one Pop-Loc service case will be customer funded through E-Plus, the largest mobile Telecom provider in Germany.
In short, PopLoc© will build an interface between – EO derived information, – census data (and socio-economic data), and – the road network data base of Tele Atlas
to provide a product for next generation geomarketing and for reaching new customers in the private and public sector.
The PopLoc© service will be available as both a raster based layer at 25, 50, and 100m resolution as well as a network resolved information layer linked to the Tele Atlas MultiNet® Product palette.
Tel: +352 26 71 41 35
Fax: +352 26 71 41 35
GeoVille Group is a private sector enterprise located in Austria and Luxembourg. GeoVille Group specialises in products and services related to Earth Observation (EO) and Geographic Information Systems (GIS) applications.
GeoVille is Europe’s leading company in using satellite data for spatial planning applications
Our services provide the bridge from user needs to technical implementation – merging geospatial explicit data with statistics – to the analysis of what on-going processes and trends mean for real world applications.
Tel: +41 56 416 30 80
Fax: +41 56 416 30 99
Tele Atlas delivers the digital maps and dynamic content that power many of the world’s most essential navigation and location-based services (LBS). Through a combination of its own products and partnerships, Tele Atlas offers map coverage of more than 200 countries and territories worldwide.
The company was founded in 1984 and has approximately 2,000 full-time staff and contract cartographers at offices in 24 countries.
Today, Tele Atlas maps are developed with the insight of a community of millions of GPS system users worldwide, who are adding to the company’s unmatched network of sources to track and validate changes in real time, and deliver the best digital maps and dynamic content.