4 benefits of getting to grips with spatial data

The ancient military treatise by Sun Tzu, the Art of War, stressed the importance of understanding geography, stating ‘He who fights with full knowledge of geographical factors is certain to win.’ The same can be said for business: without mastering geography and applying it to your strategy, you cannot hope to succeed. With GDPR now just around the corner, the anonymised, aggregated nature of spatial data has become increasingly appealing as a safe but nonetheless accurate means of targeting.

Here are 4 reasons why location is more important now than ever before…

1. The crux of marketing
Programmatic. Direct Mail. Outdoor. Facebook. All of these channels rely on location and without that, they could not operate. Marketing has always been reliant on location: where should we put that billboard? Which houses shall we send these flyers to? Without the fundamentals of geography, many of these marketing channels wouldn’t exist. It is location that allows them to operate, and as technology develops, it will play an increasingly crucial role in marketing strategies.

2. Where are your customers?
Whether or not you have brick and mortar stores, you certainly have customers interacting with your brand or organisation. As the traditional boundaries blur and more competitors emerge and disrupt previously established players across diverse markets and industries, retaining those customers has become increasingly challenging. One of the most effective ways to increase customer retention? Understanding where your customers live and how you can optimise their sales journey.

No one likes to go out shopping and discover that the one thing they want isn’t available. If you understand which of your customers are buying what and from where, you can ensure that stores around those particular shoppers are adequately stocked with the right products to keep them happy, all year round.

By enriching social data with spatial data, you can work out where your audiences are, find out what they love and then create multi-dimensional understandings of consumer behaviour based on real-time data.

3. Expanding your customer base
You may have satisfied those customers who already shop with you but how do you find new ones? Spatial data can hold the answer to that.

With the new generation of spatial data, it’s now possible to understand where your current and potential customers live and what they like, even before before they have bought anything. There are existing customer targeting products that claim to do this, however these products are using static, data sets based on ‘claimed’ data sets, including census data, sometimes years out of date.

For a new age, there must be a new answer based on big data. The rise of social data has allowed brands to identify the passions, motivations and mindsets behind individual people (something that Starcount has been pioneering), allowing increased personalisation and relevance. By enriching social data with spatial data, you can work out where your audiences are, find out what they love and then create multi-dimensional understandings of consumer behaviour based on real-time data.

GDPR is the biggest challenge for marketers, representing the biggest change to data protection for more than 20 years. With the new regulations coming into play this means that brands will have to be extremely careful in how they target consumers based on their data. How can brands retain a personal relationship with customers, while still being compliant? By utilising spatial data like postcode data, brands can accurately map consumers and target them with clarity, while allowing the customer to remain anonymous and thus keeping in line with GDPR regulations.


7 Steps to Data Transformation

Data transformation demands clearly pronounced goals, strong engagement strategies and a willingness to move quickly and risk failure. These require solid, visionary leadership in order to inspire buy-in across an organisation. This Whitepaper, authored by data pioneer Edwina Dunn details the 7 success factors needed for data transformation.

Read More

Leading high street bank onboarding SMEs

Starcount mined a High Street bank’s business data, third party data and Starcount Observatory data to better understand the SME market, their needs and wants.

Read More

Something for the weekend

Automotive partnerships, predictions about the … Continued

Read More

Unravelling the urban myths of the pensions industry

Starcount has delved into the state of the UK pensions industry, examining how disruption in the space is causing many providers to reassess how they communicate with their customers.

Read More

Retirement & Investments business

Starcount created actionable insight and a data-focused strategy for a leading retirement & investment business, developing a deep understanding of their customers and collating data to identify significant savings in their business.

Read More

The key to understanding emotional loyalty

This Whitepaper examines our revolutionary new approach to data science using emotional analytics, revealing how peoples' passions predict purchase.

Read More

Your Life: A revolution in approaching education

Starcount worked with community interest company Your Life to create deep insight into how schools are performing based on how highly they perform in STEM subjects.

Read More

Boosting test drives by personalising communication

Starcount worked with this automotive brand to maximise engagement and increase sales of their new model.

Read More

Customer centricity and the future of banking

Starcount has delved into the future of the banking industry, looking at how different forms of disruption, such as the Open Banking Initiative, will affect the industry.

Read More