Then concentrations of your supporters can be color-coded and plotted on a map. We would then include the specific carrier route for the county since this route is the one postal carriers use to deliver mail and is the most efficient pathway for the campaigners. So you can see where your supporters are in terms of concentrations and the best way to access the majority of them. One client gave us a radius and requested the average income for every carrier route within that radius. This allowed the client to instantaneously see clusters of wealthy, average and low-income neighborhoods without having to sift through pages of numbers.
Mapping also assists analysis efficiency when evaluating market penetration.
That would allow the business to say instantly, OK, we're doing well in this area, but not in this area. The maps themselves become more sophisticated with each new data overlay that gives even more information about customers or potential customers in a given boundary. An Internet service provider, for example, might add a layer showing clusters where the highest concentrations of residents who own their own computers live. The maps provide visual cues that help businesses even better understand their market. Types of maps, sizes and styles You can map your in-house database, a list of prospect names, a database of lapsed customers and even your response data from a direct marketing campaign.