Geomarketing Systems are powerful tools that allow decision makers to visualize tabular data geographically, in the form of maps.
This visual representation simplifies the interpretation of complex data and makes it easier to solve problems, but the effectiveness of this methodology was poorly understood.
To explore this issue, researchers John B. Smelcer and Erran Carmel conducted an experiment to measure the superiority of analyses on maps against the use of tables in solving geographical problems.
The result was published in the 28th edition of the journal Decison Sciences, in 1997, under the title The Effectiveness of Different Representations for Managerial Problem Solving: Comparing Tables and Maps.
The tests were structured to analyze three main factors:
- Representation Type: Maps vs. Tables
- Geographic Relations: Proximity, Adjacency, and Content
- Task Difficulty Level: Low, Medium, and High
Analysts were organized into groups with and without access to maps to solve problems.
Proximity
- Identify the store closest to a customer.
- A map quickly shows all store locations and the relative distance from each one, allowing for a quick and visually intuitive decision.
Adjacency
- Determine which neighborhoods are neighbors of a new branch.
- Maps easily highlight adjacent neighborhoods, making it easier to plan targeted marketing campaigns.
Content
- Assess the area of influence of a specific branch.
- Maps clearly show the areas of influence, allowing the population to be counted, as well as overlapping with other networks, being essential for market analysis and competition law.
completions
The results showed that maps generally allow for a faster response compared to tables, especially as the complexity of the task increases.
Especially in problems related to proximity and neighborhood, in which the tables contribute little to the interpretation.
However, even in these cases, if the complexity of the problem is low, it was still possible to achieve a good result using only tables.
Everything changes when complexity increases, with the tables showing a significant increase in the time and effort required to arrive at the solution.
Why are maps more effective?
The lowest number of knowledge states, which is the set of information that a decision maker must keep in mind while carrying out an analysis.
Maps keep the number of knowledge states relatively low, even for complex tasks.
In contrast, tables dramatically increase the number of knowledge states as the difficulty of the task increases, complicating resolution.
Visual shortcuts
Good maps use color schemes and shapes that simplify the identification of patterns and spatial connections.
This causes resolution time and error rates to be much lower than when using tables.
Impact on decision-making
A Geomarketing platform offers companies the ability to perform detailed and fast analyses, transforming raw data into visual and actionable insights.
As tasks become more complex, the advantage of maps over tables becomes even more evident, positioning Mapfry as an indispensable tool for any company seeking to optimize its operations and market strategies.
In conclusion, the use of geographical representations not only simplifies problem solving, but also improves the accuracy and speed of business decisions.