The Market Locator maps present a powerful tool for understanding population distributions to reach data driven business decisions. Our maps allow you to visually understand the underlying data, to visualize your own data and to create target groups for your campaigns. Here is how to use & interpret the map.
What is the thermometer that is on the bottom right and the numbers in it?
The thermometer indicates the intensity (or heat) of the people on the map. The color on the right indicates the most dense areas with your target group, the color on the left the weakest appearance. The higher your zoom, the more accurate are the colors and the bubbles on the map. The numbers in the thermometer express the density of people in a area of the size roughly 100 by 100 meters.
How to determine the number of people I could reach with a campaign?
The reach expresses how many people can be reached using Market Locator based on the selected filters, regardless of the campaign date or budget (a happy day scenario so to say). Select to target criteria in the filter, select the area on the map and in the left menu click on 'Check actual reach'.
Reach is very small, why is this? How to improve?
It may be small because the criteria are in the selected location too detailed, or that multiple data layers are selected and thus too restrictive. For LBS campaigns, it is possible that the location is not covered with sufficient accuracy and thus is may be necessary to work with a higher resolution (keep in mind that 1km is a comfortable walking distance and that 2.5 km in a car is no distance at all). Increase the reach by increasing the size of the target area or by adjustng the targeting criteria.
Why are some bubbles on the map larger? What does the size indicate?
The size of the bubbles primarily determines the accuracy of information in the location (outside the city, the accuracy is reduced eg. to 1 x 1 km, within a citis limits is only at about 125 x 125 m. The size of the bubbles should not be a concern 🙂 Size does not matter, as they say.
What do the centers of the bubbles resemble?
Aka, are they linked to the position BTS (cell tower) station, or is it another important place? No, BTS stations (cell tower) are remapped to the population distribution and their location can not therefore be deducted from the map. What is important is the total area of bubbles in which the incidence of an event is evenly distributed at the highest level of zoom (the precision). The precision is higher within the city and lower outside of populated areas.