Posts Tagged ‘GIS’

Geo Marketing

Posted by admin on January 25, 2011  |   No Comments »

As technology becomes an ever increasing part of our daily lives new terms and practices evolve especially within the business arena. One of the newest terms to be banded about is that of “geo marketing”.

What exactly is Geo Marketing???

To put it simple geo marketing is where geographic awareness and marketing meet and integrate. Location plays an important part in all types of marketing and the use of geographic intelligence allows this to be exploited to inject greater efficiencies and accuracy within the marketing process.

Geo marketing can be as simple as assessing postcodes within a particular region for disposable income or it could be something more complex such as working out the sphere of influence a retail outlet has in the area in which it is located. i.e. where are its customers coming from. Inversely the impact of the location of competitors can be analysed.

It is quite common for many organisation to hold large amounts of data (customer addresses, supplier addresses etc) which when in tabular or spreadsheet form is clumsy and difficult to interpret. By using Geographic Information Systems (GIS) all this information can be plotted onto a map. This gives a visual representation of your data and allows you to see trends which are not possible when the data is listed in a spreadsheet.

Common uses of geographic intelligence in marketing include:

  • Locating a new store or retail outlet
  • Data representation and trend analysis.
  • Customer / client targeting
  • Marketing materials targeting
  • Customer analysis
  • Market analysis
  • Data interpolation

Wilbourn Technology has the expertise to be able to help you with any of the above. We are a Licensed Partner of the Ordnance Survey.

Counties to be dropped from PAF

Posted by admin on August 5, 2010  |   No Comments »

The Postcode Address File (PAF) is the most current and complete database of addresses in the United Kingdom. It is used by many organisations for a wide range of uses in the publc and private sector. The database holds the address details of every home and business in the UK. The big news is that as of 2013 the Royal mail is not going be removing the “county name” field from the database as it is becoming an obsolete record that is no longer needed to locate an individual property with house number, street name and postcode being enough to get your letters to their intended destination.

GIS, data and fitness for purpose

Posted by admin on July 19, 2010  |   No Comments »

The level of adequacy that a GIS dataset has for its intended usage is called fitness for purpose and is fundamental in understanding and using good quality and suitable data. Since a lot of GIS projects use data procured for other purposes or are generically produced to be able to be used in a wide spectrum of projects it is important to understand the suitability of a data set for your specific requirements. To do this a variety of criteria need to be considered. Once the data has been gathered the actual GIS processes and analysis (data stream) to be carried out also need examining so error is minimized and the limitations of the data understood.

In order to provide a critique looking at how suitable a dataset is for a particular purpose a number of factors need to be considered. Firstly, and as is significant in all projects involving spatial data, is the issue of scale. It is important that the data used in a project has the spatial resolution to match the intended scale at which any analysis procedures are to be executed. The spatial resolution of the data is important as it affects accuracy. Walsh et al (1987) stated that “the accuracy of the data decreases as spatial resolution becomes more coarse.” Once this is known the challenge is to find data which can then match this project analysis scale within the confines of the projects budget and GIS architecture.

The second criterion to evaluate the fitness for purpose is related to the first and involves relationships between the scales of different datasets. What this refers to is the amount of harmony between the scales of the different datasets and is particularly important to understand as it is possible to interact with datasets of massive scale differences in a GIS resulting in possible error and inaccuracies.

The actual content of a dataset is also important particularly as it is usually secondary data which is handled. This means that the data used in a project won’t be collected specifically for the purpose you require. However, a lot of the time datasets are designed to be used for a multitude of purposes. For example, a conservationist may want to have a dataset showing area of outstanding natural beauty and so may a developer. In this case the one dataset supplied through the Magic geoportal would satisfy both purposes. Related to the content of the dataset and briefly mentioned is the issue of secondary and primary data. The advantage of collecting your own data is that you can vouch for its fitness, accuracy etc. Set against this is the extra costs, time and skills procurement which will all need to be factored in to make sure the data is not error strewn.

Currency is another criterion which is especially poignant for datasets of human activity. Depending on the nature of the project when wishing to perform analysis involving current human activity it is inherently beneficial to use the most current data available i.e. that most likely to reflect the real world. In some instances it is necessary to track changes in human activity over time in which case datasets with same information from different time epochs will be required. With datasets informing about facets of the earth’s surface the issue of currency is perhaps less important although should never be disregarded.

Understanding the amount of uncertainty which is associated with a particular dataset is also an important consideration with which to evaluate a dataset. While you may not be able to change the level of uncertainty in a given dataset if you are aware of associated issues such as vagueness, ambiguity and fuzziness within the data this can help to reduce potential error in the long term. Determining the error tolerances which is acceptable for each dataset is important in managing the errors throughout the project (Longley et al, 2005)

The success and integrity of a GIS based projects are hinged around the subjective issue of selecting the right data for the job. Developing a fitness for purpose criteria is vital in providing an even and structured platform with which this can done prior to a project commencing. As well as demonstrating a clear understanding of the data used in a GIS project having an insight into why certain datasets were selected over others allows for limitations in the project to be understood better. In addition GIS data and GIS processing of data (as detailed in the data stream) will never be perfect, given the complexity of the processes used to generate them. It is  important to gain an insight into the types of errors present and how widespread they are. While error detection from GIS processes is difficult to determine failure to do so could result in significant problems and misinterpretation of generated results.

Wilbourn Technology are able to advise on all matters relating to GIS, data and GIS project management.

Locational intelligence and business

Posted by admin on June 30, 2010  |   No Comments »

We are often asked to describe the importance of location to business and the value of capturing spatial data, analysing spatial information and distributing information through using mapping.

As mentioned on our main GIS web page it is estimated that 70-85 percent of all data used by and / or owned by a business has a geographic component. The most obvious instance of this is an address. The ability to visualise spatial information through plotting it on a map allows a business to discover trends simply not possible when data is listed as a spreadsheet. A list of addresses is simply a list of meaningless contacts. Put it on a map and you will see trends and relationships appear. Using this information to the advantage of your business is called locational intelligence.

Examples of locational intelligence use in business include:

  • Identification of growth areas
  • Delivery route efficiency
  • Increase information sharing
  • Risk management
  • Deliveries management
  • Location identification

Data held solely in tabular form will often be disparate and difficult to work with. Aggregating this data into a spatial context using a Geographic Information System will allow a far deeper understanding of your data and will allow for your data to be evaluated analysed and displayed. Cartographic tools can be used to display information about a particular location (called attribute data).  GIS analysis will allow you to answer questions such as

How many properties are there within an area likely to flood?

Multi criteria analysis allows for many factors to be built into a model to identify a location (s) which adheres to preset requirements e.g. a supermarket may wish to identify a location which is within 10 km of a train station, 2 kilometres from a motorway, not in a flood plain and close to an area where the average income is over £50,000 per annum.

At Wilbourn Technology we are able to help you realise the potential of your business data as well as carry out analysis should you have a particular requirement.

  • Data capture
  • Digital mapping
  • Spatial Analysis
  • Data consultancy
  • Bespoke plans.
  • Open source software
  • Google maps

Wilbourn Associates are partners of the Ordnance Survey.

Scalable Innovations

Posted by admin on May 4, 2009  |   No Comments »

Plan for the future by getting technology solutions which are designed and built for your exact business needs both now and moving forward.