These are not only mountains, plains and hills, desert or inhabited areas, large urban clusters or small secondary roads; there are differences that are not visible to the naked eye, which, if you look at them in detail, make each fragment of the map an abstract picture of a thousand different colours and brushstrokes.
The use of cartographic maps, illustrative graphs and synthetic indexes allows the analysis of the territory to illustrate the results with immediacy and clarity.
As a first consideration, geomarketing provides the absolute distribution of the population on a territory, it will therefore be possible to evaluate the numerical potential of a neighbourhood or a sub-section from the population living there.
The characteristics of the inhabitants
The prevalence of some attributes rather than others determines different tendencies and propensities in the population.
Sex and age, for example, are two characteristics that involve different daily consumption attitudes, just think of the needs of a twenty-year-old compared to a fifty-year-old woman or even an older man of seventy.
This condition is valid at birth, in the more mature ages there is a reversal of the trend, the moment in which this happens it describes the social reality in analysis, the more it is delayed, the more psychophysical attention is shown by the male gender and therefore in society in general and vice versa.
The level of education is also statistically proven, leading to profound changes in people's purchasing habits and lifestyle.
The type of employment will tend to be conditioned by the level of education achieved, together with a condition of comfort and positive predisposition to consumption.
Income is not always related to the type of schools achieved, however, it is certainly easier to find better social conditions in areas with a good cultural level, and while on the other hand, observing degraded areas shows the low predisposition to study of the residents.
The social context determines the choices and lifestyle of those who live there, for this reason, identifying the characteristics of those who live in a neighbourhood allows us to predict propensities and choices.
Expenditure capacity, closely correlated with the above characteristics, is also fundamental for the analysis of a location for commercial purposes.
It is also crucial to know that the average expenditure of a family with a graduate as a reference figure spends on average twice as much as a household where the reference person is in possession of an elementary school leaving certificate.
Viability and district connections
The ease of reaching an address, the possibility to do so from different directions, determine important variations in potential.
Municipal choices can help or hinder a commercial operation, for example where the administration provides a dense urban network, even residents without their own means become part of those who can use a service; the presence in the immediate vicinity of a parking lot is another characteristic that is crucial for the success of an activity.
In the event of depopulation of an urban centre, for example, it is not only the number of people that will vary, but also the shape of the population.
The trend is that young people are among the first to leave certain contexts without professional opportunities, leaving on the territory a higher percentage of elderly people and a slowly degrading economic condition.
Geomarketing also has the task, depending on the commercial operation under analysis, of observing the activities already present in the territory, highlighting the distance from the point of interest and the proposal of the competitors in order to know the offer present in the area.
Close proximity to other similar activities does not necessarily mean a disadvantage.
Knowing where and how certain services or products are offered, allows you to set up an offer aimed at complementing or compensating the present one.
How to use territorial analysis
The dynamics of the territory is constantly changing, the convictions that everyone has on certain areas are often conditioned by the personal filter with which they are used to living and observing reality.
What everyone perceives around them in some moments of life is different from what they perceive in others.