Desktop Mapping: A Tool for Improving Small Business Marketing Anaysis and Customer Prospective
Moderately priced personal computer based spatial analysis systems consisting of linked database, spreadsheet, and desktop mapping/GIS programs can now more effectively turn consumer and census data into useful information. This paper describes the operation of one such system - Microsoft Map - a feature embedded in Microsoft 's Excel spreadsheet. Excel 's data-mapping capabilities let you plot spreadsheets on thematic maps, making it easier to see relationships in your data. This paper implements a systematic approach for applying consumer data and spatial marketing techniques to a small business, a photo studio, for trade area growth and customer mining. Spotting points and densities of sales for the sampled customers provide a foundation for understanding the spatial extent of the customer base. For the small business. the mapping exercise identified purchasing patterns for their services, showing those areas were major customers reside. Using those areas identified for their services. the company can begin to plan their strategy to tap into those markets and hopefully increase their sales. It is important to note that Excel 's mapping abilities provide a powerful and fertile new ground for data analysis experimentation. S1nall business manager' use of spreadsheet analysis, combined with the enhanced presentation mapping feature, enable the small business person to conduct analyses with even greater detail.
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