Using OpenStreetMap Data for Geomarketing Insights and Business Growth

Abstract

Geo-marketing integrates traditional marketing with GIS to support companies in identifying target markets and strategically positioning themselves. This chapter explores OSM data utilization for competitor analysis, demographic insights, amenity evaluation, market segmentation, site selection, and store optimization. Extracting POI data from OSM, such as retail stores and supermarkets using different can inform strategic decisions. Spatial analysis techniques like distance calculations and buffer analysis can assess competitor proximity and identify potential store sites. Demographic analysis can infer population characteristics, complemented by external datasets. Amenities can be evaluated using density and hotspot analyses to pinpoint prime locations. Market segmentation can cluster areas with similar POI distributions for targeted strategies. Site selection overlays POI layers to optimize accessibility and meet market demand. Store optimization enhances performance through foot traffic analysis and POI data, enhancing customer satisfaction and profitability.