“An analysis is only as good as the quality of the information on which it is based”
Those who come to Geomarketing are looking for an advantage, a clearer view of the risks and opportunities that each place offers.
The expectation of clarity in vision begins blurred with the various platform options.
They vary in resource set, pricing and type of service, but perhaps there is one criterion that alone is the most important:
Databases faithful to reality
As a starting point, all platforms Are you going to get your main data from the IBGE, especially in the Census.
If all databases are born the same, how are they different?
The structure of the Census data itself already requires some treatment, which are ways of aggregating different ranges of data and identifying those that are most representative for Geomarketing purposes.
At this point, we already have a separation between the companies capable of doing this organization and those that display the data in the state in which they are located.
Leaving this group behind, we found companies that know how to structure databases, but the projection challenge remains.
The most recent Census took place between August and September 2022, with a complementary extension to February 2023, but its more detailed information is released only one year later.
At this time, the data may now be updated based on more recent research, such as Continuous PNAD.
Therefore, in the best case scenario, a user will not even have contact with the original 2022 Census survey, since the database has already undergone a restructuring and a projection from 2022 to 2024.
A The quality of the projection will depend on the technical domain and the rigor with the representativeness of the data.
Very few people understand these details and are unable to identify problems in databases.
And they end up falling into the trap of associating price with quality.
This article is an attempt to change that.
Intro
We are living in the so-called data age, in which it is believed that information can be more valuable than gold or precious stones.
But it's not quite like that, metals and gemstones have intrinsic value, you don't have to do anything else with them to really extract their value.
While with data, it's quite the opposite, it's only valid in proportion to your ability to use it.
Then the most important figure comes into play after a quality database, the analysis.
Geomarketing platforms that serve large corporations will have the advantage of having the powerful analysis resources hired by them, such as planning teams and market intelligence.
Those who choose to work with independent analysts will have the added challenge of qualifying them for analysis.
This is Mapfry's biggest differential, its academic origin
Founded by teachers, authors, and professionals with training experience, it is a school first and foremost, which uses the platform as a professional training tool.
Within the platform you can find structured information with the highest academic rigor, which could not be different for a solution adopted in courses at USP, ESPM, PUC, UFF, FIA and so many other cutting-edge universities.
Since before its inception, Mapfry has been committed to improving the other side of the data, the understanding of how it will be used and by whom.
The main verticals and their use cases are:
- Financial institutions consume data interested in reducing their greatest risk, default
- Marketing actions consume data interested in reducing your cost per result by improving the targeting of your messages
- Retail chains want to understand the cash flow needed to make a store viable and whether such a region offers characteristics for this purpose.
- Consumer goods industries seek to offer their products to supermarkets with exposure to their brands' target audiences
These are scenarios where data is vital, because without it the company doesn't work.
It should be noted that data from a particular segment will only be valuable if used by the segment, and there is little exchange between them.
Maturity model in the use of data
Fascínio
Initially, few people will know how to assess the quality of the data, just as they will have little exploratory mastery, without knowing how to use it to generate value for their business.
This is a phase in which companies believe that owning the data is important.
“We have such a platform here”
“And what do you do with it?”
Lighting
Later, a set of good practices begins to be consolidated, whether in terms of cost reduction or in the better allocation of investments, a pattern of success emerges to be expected.
Companies that adopt the data and the methodology now have advantages over their competitors.
That is the moment we are currently living in.
Dissemination
When the value of the die reaches its peak while its price decreases.
It's no longer about having competitive advantages, but about the disadvantage of not knowing how to use the die.
In the face of widespread adoption of data, suppliers emerge and prices fall.
The more companies use data, the lower the advantage for those who use it, becoming a basic labor input, very subject to automation.
Trivialization
A very near future.
Standard analysis models are implemented and decisions that were previously passed through analysts are now processed by algorithms and artificial intelligence.
Those who search today for alternatives in Geomarketing will find a new group of solutions that promise to automate analyses and even decisions.
Vendors that have never been able to set up their databases are saying that they offer quality answers in large quantities.
Even disregarding the ineptitude of some, the question remains:
What happens if all companies adopt automatic decision models?
Supremacy
This will take us to a fourth phase, in which the best professionals learn to judge the quality of databases, knowing that they are the essence of decisions.
The advantage for those who reach this stage will be to remain alert while the competitors enter a state of hibernation.
Practice while they sleep, study while they have fun, persist while they rest, and then live what they dream.