Those who work with network expansion know: information is created by different means.
There is data that only takes up space, since it even helps but needs attention and, finally, the data that really fuels reliable decisions, which is where Mapfry differentiates itself the most.
Therefore, we decided to classify the Geomarketing market into three clear evolutionary layers.
Amadores
The map may be beautiful, but the foundation is fragile.
This is the raw stage, and that the bases are presented without treatment, direct from public sources and uploaded to databases.
This results in information with low reliability, rapid outdated, and lack of standardization.
They can be useful in generic reports, where your homemade structures don't have to reflect market surfaces.
The danger is to take them seriously and make decisions on the back of a snail.
Semi-professional
There is already some treatment here, companies at this stage use census data, consumer bases, and establishment records.
The basic organization includes minimum standardization in official sections, such as census tracts, weighting areas, and even neighborhoods in some cities.
However, the lack of experience leads to a generalized inconsistency, the result of linear methods of imputation, such as, if this then that.
These tools show population and income, but they do not capture the real topography, without local nuances such as the population profile, nor their own dynamics.
The Mapfry standard
For us, data is the main strategic asset.
We built the most complete and up-to-date Geomarketing base in Brazil, combining multiple sources and applying our years' experience and a lot of data science to calibrate and validate each area.
We present the information in consistent hexagons at different scales, comparable to each other and easily understood, even by those who are not familiar with Geomarketing.
Our geographical segmentation, which goes beyond income and demography, effectively describing places.
All this with continuous updates from multiple sources and auditable benchmarks, which add unparalleled robustness.
Its territorial expansion has a lower risk, as it is supported by assertive projections that point to feasible billing scenarios, and calibrates marketing strategies to the reality of each square.
As a result, you can reach conclusions quickly, because trust removes the typical hesitation to always ask, “Is that right?”.
In short
Less than ideal solutions still exist because the market has become used to hiring information providers, even with reservations about consistency and unaware of their processes.
Mapfry exists because we believe that the standard of demand can be raised without implying exorbitant costs. We are here to deliver truly reliable data, ready to become sustainable growth.