Geomarketing and socoto
Minimizing coverage waste
The socoto marketing-management system is now linked to geodata. This enables adverts - in particular expensive media expenditure - to be deployed exactly when, and where, they are required.
Geomarketing analyzes and visualizes current, as well as potential markets according to their spacial structures. It links finely meshed geodata with company-internal information on the customers as well as with market and potential data. This enables the user, for example, to run a specific search to indicate areas of a city where the density of concluded life- and pension-insurance policies is particularly high or low.
The results of such a search, if run alone, are only of limited use for marketing purposes. How can this data be profitably exploited in the communication area? This is where the socoto Marketing Management System can help because it links geomarketing data - for example on household size, purchasing power, product affinity, residential environment, employment, vehicles, and construction activity - with an internal database that comprises over 10,000 regional media and daily newspapers. In this way the socoto user can deploy his communication measures in the local advertising media with the highest relevance. Karl-Heinz Mühlbauer, Managing Director of the geomarketing specialist infas Geo-Daten, sees a geat opportunity in this link-up: "Geomarketing complements socoto perfectly. Advertising is now much more targeted."
