Using postcode regions to aggregrate, analyze and visualize data … · 2011. 5. 30. ·...

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

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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

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?

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What are postcode maps?

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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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More than just a pretty picture

Postcode maps are data repositories

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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?

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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

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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

http://upload.wikimedia.org/wikipedia/commons/6/6a/ZIP_code_zones.png

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Most countries have a postcode system

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Postcodes permit one-field geocoding

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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

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Visualize your customer distribution

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Compare turnover in your sales territories

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Assess risk along coastlines

Boston shoreline

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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

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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

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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

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Limited coverage for some countries

Ireland

Only Dublin and Cork have postcodes

Romania

Postcodes exist, but difficult to obtain

Africa

Limited coverage

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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

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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

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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

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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

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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

Using postcode regions to aggregrate, analyze and visualize data … · 2011. 5. 30. ·...

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