Using postcode regions to aggregrate, analyze and visualize ......Christopher C. Guider, GfK GeoMarketing, 2 GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher

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



1 What are postcode maps?

2 Why use postcode maps?

3 Applications

Contents

4 Special cases and limitations

5 Quality concerns



1 What are postcode maps?

5



What are postcode maps?

6



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

7



More than just a pretty picture

Postcode maps are data repositories

8



Support for full-market planning

  Area-based approach that provides comprehensive coverage

  Ideal foundation for aggregating and analyzing data across entire sphere of operations



2 Why use postcode maps?

10



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



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

12



Most countries have a postcode system

13



Postcodes permit one-field geocoding

geocoding

14



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



3 Applications

16



Visualize your customer distribution

17



Compare turnover in your sales territories

18



Assess risk along coastlines

Boston shoreline

19



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



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



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



4 Special cases and limitations

23



Limited coverage for some countries

Ireland

 Only Dublin and Cork have postcodes

Romania

 Postcodes exist, but difficult to obtain

Africa

 Limited coverage

24



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



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



5 Quality concerns

27



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 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



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

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Using postcode regions to aggregrate, analyze and visualize ......Christopher C. Guider, GfK GeoMarketing, 2 GfK GeoMarketing Using postcode regions to analyze data in Oracle, Christopher