Introducing GeoMAPS

Copyright © 2020 AfricaScope

Introducing GeoMAPS GeoCoded MAPS data

Where location, strategy & innovation

meets opportunity!

Julie-Anne Bell

14 January 2021


A unique information company

that’s passionate about

Africa’s development

Research Survey Support ensuring the highest

quality standards and integrity in all aspects of

social research

Geospatial Services unique and

innovative geospatial datasets for South Africa

and Africa & spatial analysis to optimizing the

location of retail outlets and government services


The MRF promised the industry GeoCoded MAPS Data, AfricaScope

is proudly the GIS partner to the MAPS survey and delivering on this

promise.

Why AfricaScope?• Though our Geospatial services, we develop unique and

innovative datasets for South Africa and Africa.

• With Craig Schwabe as our geospatial specialist who has been

fundamental in defining geospatial datasets in south Africa and

Africa, and,

• Julie-Anne as our consumer insights specialist with many years of

experience in big data sets, we have a team that understands

the power of accessing the MAPS data down to the smallest

spatial level, ie neighborhood / suburb level.

GIS PARTNER TO THE MRF

Copyright © 2020 AfricaScope Copyright © 2020 AfricaScope

JULIE-ANNE BELL

Julie-Anne Bell is consumer insights specialist focusing on “BIG DATA”. She has worked across industries with numerous clients

turning numbers into strategy. Now specialising in GIS data,

Julie-Anne is using Big Data together with visual GeoCoded data

to bring new meaning to using numbers to create strategy.

As part of the AfricaScope team, her focus is developing GIS

data sets that are relevant to today’s marketing and data

needs. She is passionate about consulting with brands and

agencies to use multiple layers of data, for example consumer

datasets such as MAPS, clients internal data, bespoke research

as well as partnering with numerous data suppliers to empower

clients in achieving their strategic objectives.

Email: [email protected]

Cell: 082 650 9228

mailto:[email protected]


INTRODUCING

GEOMAPS


WHERE LOCATION, STRATEGY & INNOVATION MEET OPPORTUNITY

The MAPS innovation of GeoMAPS

is the next level of analysis.

We are living in a world where

understanding the consumer AND

location is critical to all strategic

decision making.

WHY GEOMAPS


WHERE LOCATION, STRATEGY & INNOVATION MEET OPPORTUNITY

GeoMAPS places data into a

geographic context, using

location to add a visual dimension

to consumer data, empowering

you to visually pick up on trends

and patterns at a neighbourhood

level.

WHAT IS GEOMAPS?


BENEFITS OF GEOMAPS

See your consumers

GeoMAPS will allow marketers to dig deeper, see a bigger picture, grow market share and make strategic

decisions faster with more accuracy through a detailed view of consumer data down to the neighbourhood

level.

Profile your consumer segments in detail

Adding a geographic approach to segmenting ensures relevant messages are targeting the right audience,

in the right areas, using the right media.

Find and target new consumer segments

Existing customers already know their preferred brand, the challenge is to better understand existing customers

to successfully target new consumers with similar profiles, interests, needs and buying behaviours.

Maximise your marketing ROI and increase market share

By more accurately understanding consumers at a neighbourhood level, your ROI can be maximised through

marketing spend in the most profitable geographic areas, thus achieving increased market share.


GEOMAPS:

TECHNICAL

BACKGROUND


CIRCLE POINT THEMATIC MAPS

A qualitative method to rapidly map and view

the results of survey data for quality control &

research purposes

• The centre of each circle shows where the

interviews were conducted.

• Each point in the circle represents a randomly

selected respondent.

• The colour of each point indicates the answer

given by the respondent to a question.


SMALL AREA ESTIMATION

A quantitative method to

accurately to map survey data to

local areas


SMALL AREA ESTIMATION

• The colour coded area are those that were

surveyed. Each colour coded area has

multiple weighted variables associated with

it from the survey.

• Secondary datasets (e.g. updated 2020

demographics) contained in all areas is

linked to the survey data.

• A statistical relationship is created between

secondary & survey datasets in colour

coded areas.

• Machine learning/artificial neural networks

are used to generate the data for all local

areas.


GEOMAPS:

NATIONAL SAMPLE

&

DEMOGRAPHIC

PROFILING


NATIONAL SAMPLE DISTRIBUTION

MAPS Cycle 1 of Wave 1

The MAPS survey will be conducting

20 004 interviews using an area based

national sample.

There are two waves in a year, Wave 1

and Wave 2. Each wave is made up of a

period of 6 successive calendar months.

The first wave of 2020 will run from July to

December.

The map inset to the right indicates the

complete sample distribution for Cycle 1

of Wave 1.

N= 5 000 across 830 EA’s


DEMOGRAPHIC PROFILING - RACE

1

2

3

1Of all the suburbs shown here,

Florida has the highest rate of racial

integration, with all 4 race groups

having good represented.

2 Hyde Park, Victory Park &

Blairgowrie, Cresta, Randburg and

Rand Park are predominantly white

areas with some colored

representation.

3 Alexandra Township is predicably

predominantly black.

Alexandra

Blairgowrie

Victory

Park

Hyde

Park

Randburg

Montgomery

Park

Cresta

Rand Park

Florida


DEMOGRAPHIC PROFILING - AGE

1

2

3

1Florida has the highest prevalence

of ages 15-25 indicating a slightly

older family structure in this suburb,

i.e. teenagers and young adults still

living at home.

2 Victory Park, Montgomery Park &

Randburg have a middle age

profile indicating that younger up

and coming families dominate this

area.

3 Alexandra shows a spread of age

groups. This could possibly indicate

very little movement out of the

family structure.

Alexandra

Blairgowrie

Victory

Park

Hyde Park

Randburg

Montgomery

Park

Cresta

Rand Park

Florida


DEMOGRAPHIC PROFILING - INCOME

1

2

3

1Florida is predominantly middle

income suburb. If one refers back

to the previous slide its clear that

this middle income is spread across

the race groups.

2 Hyde Park, Victory Park &

Blairgowrie are predicable high

income households. The suburbs to

the West have a mixed income

profile.

3 Alexandra Township has an

interesting income profile in that

townships are historically low

income per capita areas, but we

are seeing higher income

households growing in the township

areas.

Alexandra

Blairgowrie

Victory

ParkHyde ParkRandburg

Montgomery

Park

Cresta

Rand Park

Florida


GEOMAPS:

BRINGING THE DATA

TO LIFE AT A SUBURB

LEVEL


TELECOMS: MOBILE NETWORK PROVIDERS

1

2 3

1 Florida: MTN Dominant.

2 Hyde Park & Randburg are

Vodacom dominant.

3 Vodacom and MTN appear to be

strong in Alexandra, but the other

networks have a good presence.Alexandra

Blairgowrie

Victory

Park

Hyde

ParkRandburg

Montgomery

Park

Cresta

Rand Park

Florida

The power of GeoMAPS is the ability

to visually see brand and category

consumption down to the smallest

spatial level.

Power data for brand strategy planning and

understanding the competitive landscape!


FINANCE: MEDICAL AID

1

2 3

1 Florida has the highest prevalence of

ages 15-25 and category penetration

is low – Affordability may be a factor,

but high potential growth area for

lower priced medical aids or plan

options.

2 Hyde Park, Cresta & Randburg are

saturated – brand switching

campaign opportunity can be

considered. New market opportunity

exists in Victory Park, Blairgowrie and

in the Rand Park areas.

3 Thinking back to the mixed income

profiles of Alexandra and looking at

the penetration of people engaging

in this category, it is clear that growth

opportunities exist here as penetration

is low in the medical aid category.

Alexandra

Blairgowrie

Victory

Park

Hyde ParkRandburg

Montgomery

Park

Cresta

Rand Park

Florida

Where are the growth / opportunity

areas for Medical Aids?


FINANCE: STOKVEL

1

2 3Stokvels are historically a

mechanism that the black

population used for saving. It

started with the Sprit of Ubuntu,

where we all help each other.

Of late more mainstream insurers

are offering Stokvel products.

The inset to the right shows that

Stokvels are not well supported in

this area of JHB. However in the

spirit of Ubuntu growth opportunities

may exist for the Stokvel market

1 2 3

Alexandra

Blairgowrie

Victory

Park

Hyde

ParkRandburg

Montgomery

Park

Cresta

Rand Park

Florida

Understanding Stockvel

penetration


SHOPPING BEHAVIOR: FOOD RETAIL

1

23

Alexandra

Blairgowrie

Victory

Park

Hyde

ParkRandburg

Montgomery

Park

Cresta

Rand Park

Florida

Data Layering

The insert to the right gives an

interesting view of how consumers

shop for groceries. Please note, this

slide specifically focuses on shoppers

who do or don’t do their bulk shopping

at Pick n Pay.

• Residents of Alexandra and Cresta

are more likely to engage in bulk

shopping at Pick n Pay.

• Thinking back to the income map,

Hyde Park had the greatest number

of high income earners. This could

explain the trend of No Bulk

Shopping. Instead regular top up

shopping is the predominate

behavior.

The blue icons represent the point locations of all the PnP stores in this area – this is an example of a secondary data set that can be integrated into the GeoMAPS environment


MEDIA : RADIO 702

Greater Johannesburg

As a marketer or media planner,

ensuring maximized ROI on media

spend is critically important.

GeoMAPS will allow you to layer

media penetration by media type,

publication, station or channel to get

an accurate view of brand or

category pentation vs media usage

down to a suburb level. Resulting in

targeted media campaigns and

maximize ROI.

The inset in this slide gives a view of the

listenership of Radio 702 in the greater

JHB area

From a station owner perspective a

map like this is great to understand

where listenership growth opportunities

exist.

Protea Glen

2

Blairgowrie

Victory

Park

Hyde

Park

Randburg

Montgomery

Park

Rand Park

Cresta

3

Alexandra

High listenership Low listenership


HOW TO ACCESS GEOMAPS

Subscriber to MAPS

GIS system is in

place within your

organisation

√

To access GeoMAPS, the additional module needs

to be purchased, thus allowing integration, access

and viewing of the MAPS data using your current

GIS mapping software.

√

1

MAPS Subscriber | GIS Client

Subscriber to MAPS

GIS system is in

place within your

organisation

To access GeoMAPS, the additional module needs

to be purchased. In addition, a GIS mapping

solution will need to be subscribed to. A number of

options from Open Source to Commercial GIS

solution are available. AfricaScope offers a free

GIS needs analysis.

√MAPS Subscriber | NOT a GIS Client

2

Subscriber to MAPS

GIS system is in

place within your

organisation

GeoMAPS is only available to brands who subscribe to

MAPS.

To subscribe to MAPS please contact The MRF:

011 463 5340 |www.marketingresearchfoundation.co.za

Marié Rossouw | 083 306 8362 | [email protected]

Not yet subscribed MAPS or GIS

3

http://www.marketingresearchfoundation.co.za/



Contact Information

For more detailed information on our products, please contact the AfricaScope or the MRF directly:

The End…

Thank you for your attention and for

spending you time with us

Julie-Anne Bell

Business Development Manager

Cell: 082 650 9228


Website: www.africascope-sa.com

Marié Rossouw

MAPS Project Manager

Cell: 083 306 8362


Website: http://mrfsa.org.za

https://www.linkedin.com/company/19040213

https://www.facebook.com/AfricaScopeSA


http://www.africascope-sa.com/


https://www.linkedin.com/organization/18129050/

https://web.facebook.com/marketingresearchfoundation/

Documents

Introducing GeoMAPS