Marketing Logic Atlas GIS

2021

Inclusion in the Register of Domestic Software

The Atlas geographic information system is included in the Unified Register of Russian Programs for Computers and Databases of the Ministry of Digital Development, Communications and Mass Communications. This was announced on November 9, 2021 by Marketing Logic.

The Atlas geographic information system is a completely Russian development. The program was created by Marketing Logic in 2016 and is actively used by players in the banking, insurance markets, the medical industry, the retail sector, and government customers. The company is constantly improving the functionality, expanding the possibilities for application and developing modules for Atlas GIS. The service has also become part of other company developments where you need to link to geolocation, analyze geodata or visualize on mapping services.

As of November 2021, Atlas GIS contains more than 100,000 data layers with various economic, demographic parameters, information about infrastructure and business facilities, natural zones, transport, traffic, cultural, health facilities, etc. Built-in algorithms and models based on data arrays build a detailed analytical picture. The results are displayed in the map interface and can be uploaded in various formats, for customized projects, calculations can also be enriched with client data in the case of Atlas GIS integration with CRM, Data Governance or other internal customer systems.

The main goals when using Atlas GIS are to accurately determine the best locations for various types of business, manage a network of offices or points of sale, identify target customer segments, reduce advertising and marketing costs, as well as build complex predictive models that take into account geoparameters, natural risks and other factors.

Inclusion of Atlas GIS in the register is an additional confirmation of the reliability and safety of the system. Before being included in the register, i.e., in fact, in the list of trusted programs, the Ministry of Digital Information checks the documents of the development company, and the software itself undergoes a technical examination, including a detailed search for vulnerabilities. In addition, being in the registry indicates that the program is completely made in Russia, so any update, modernization does not depend on foreign companies, "said Dmitry Galkin, managing partner of Marketing Logic.

Atlas GIS is included in the unified register of Russian programs for computers and databases by order of the Ministry of Digital Development, Communications and Mass Communications of the Russian Federation No. 1105 dated 28.10.2021.

To Add an Availability Zone Tool

Atlas Geographic Information System has expanded its functionality through the Zone tool availability. " It allows you to accurately outline the area accessible to a pedestrian or motorist by specified distance by road graphs. This was announced on March 3, 2021 by Marketing Logic. Unlike radii already existing in the system, which display various parameters and variables in a given territory (for example, number of inhabitants, infrastructure or calculated design data), tool The "accessibility zone" displays only those parts of the territory that a pedestrian can reach, not exceeding the specified distance.

The tool takes into account natural barriers and restrictions: rivers, lakes, mountains and other obstacles. The geo-availability factor is critical when calculating the potential traffic of a point of sale or another infrastructure facility. The audience coverage around the facility is important, and Accessibility Zones tool clarifies this data, shows which of the residents in the selected the radius is really convenient to get to the selected point.

{{quote 'We implemented this tool as it became critical to one of our major projects. We understand that it can be in demand much wider: wherever you need it updated geo-availability data. If you specify a radius of one kilometer in the menu, then the system will build a landfill immediately taking into account roads whose entire length will not exceed for your path thousands of meters. If there is a river in front of you after 500 meters and there is no bridge, the whole territory is beyond it will logically not fall into this accessibility zone. For many tasks, this factor allows you to more accurately determine the client base, real and expected traffic. We are glad present this Atlas GIS tool to our customers and the market as a whole, "says Marketing Logic Managing Partner Dmitry Galkin.}}

The Availability Zones tool takes into account the principles of the Deixtra algorithm and uses information from Marketing Logic's own data mart and OpenStreetMap data. For customized projects, calculations can also be enriched with customer data in Atlas GIS integration with the customer's CRM or Data Governance systems.

2020: Online assessment of the ability of a retail outlet to "attract" customers depending on geo-position

Marketing Logic announced on February 5, 2020 that it had expanded the capabilities of the Atlas geographic information system by updating a module evaluating the attractiveness of locations for business based on David Huff's classic gravitational theory. The module can be used by the Atlas Geoplatform interface and through the system API to find the location that is potentially most beneficial in terms of attracting visitors.

According to the developers, the updated online service determines the ability of a potential retail outlet to "attract" its share of customers within a given radius, depending on the geo-position, area of ​ ​ the facility, transport infrastructure, density and number of inhabitants.

Huff's model is based on the hypothesis that the attractiveness of an individual store for a customer depends on two parameters: the area of ​ ​ the store's trading room (direct dependence with attractiveness) and the distance to the retail point (inverse dependence).

The method allows you to determine the relative proportions in which consumers are distributed between outlets. It is effective and useful at the preliminary stage of calculating and analyzing the trading turnover  of the point, assessing investment attractiveness or the development forecast, taking into account the actions of competitors, the appearance of new points nearby, specified in Marketing Logic.

The advantage of the service is that it allows the user on the client side without involving IT or specialists GIS in a simple and intuitive program interface or directly in the Atlas system menu in a few minutes to analyze the attractiveness of various locations. Location reports are generated online.

Thanks to the increased level of automation in the update and the introduced elements, the service is able to independently search for the best locations in the city and recommend the optimal characteristics of the store in each of them. This approach differs favorably from manual selection and saves research time by maintaining the usual transparency of the classic Huff gravitational model, the company emphasized.

The main parameters that the user sets are the selected area on the map for analysis and the estimated area of ​ ​ the outlet. The system itself, based on pre-loaded data, calculates the gravity coefficient of the store, generates a report on the number of population, existing retail points, determines the weight of competitors and the estimated location, and calculates the forecast value of the number of customers.

The Huff model has been proving its effectiveness for more than a decade, and many of our customers use this model in conjunction with modern methods of statistical assessment of the potential of locations, for example, for retail or shopping centers. As part of the module update, we wanted to supplement the classical model with all the advantages of modern geographic information services: high accuracy, a wide range of additional geodata, automation. The module has become highly effective in solving the entire complex of network management tasks: opening new points, closing them, moving them, reformatting them. The updated module takes into account all changes in the city that can affect the business indicators of the object under study. It can also be run automatically to monitor changes in the "pull force" over an existing network. Atlas.Huff module forecasts are much more detailed than the classic gravitational approach and "manual" expert methods, "said Dmitry Galkin, managing partner of Marketing Logic and an expert in automation and geomarkets.

2018

Atlas - Spatial Data Visualization

Most of the data companies work with is geographically linked. For example, sales to customers are determined by the geographical location of the target groups. All clients have 2-3 addresses (accommodation, registration, work, study) and move quite logically between the main addresses. Identifying these patterns allows you to "learn" and scale algorithms. Geo-data improves the quality of decisions made and the effectiveness of actions in current and potential markets, customers, media planning, attraction and sales growth.

The B2C business is very attached to geography. Even if there are no points of sale, or 90% of customers are attracted on the Internet, customers live, work, move and make decisions in the material world. Many companies are just starting to work and use geo-data and spatial analysis, and only some steadily increase the budget of this area by 10 times. Geo-data and geo-analysis results become much clearer as a result of visualization. Marketing Logic has developed a special solution for displaying geo-data - Atlas for quick and easy execution of the following tasks:

• Geo-coding of data (addition of addresses with spatial coordinates)
• Consolidation and zooming to city, region, macroregion level
• Connect information layers to your market with high depth of detail
• Create and display settlement layers to optimize business metrics
• For the convenience of displaying geo-data and spatial analysis results, Atlas has developed its own geo-information system.
• Visualize top-down and bottom-up of any geo-data

Media Planning and Micro-Marketing - Target Group Optimization

Geomarketing allows you to detect patterns and scale the success of individual elements to the level of the entire network.

As part of the task force analysis, two approaches are possible:

The description of the target group is known and easy to identify based on Soc Dem characteristics. Geographic analysis will show the distribution (where they live) and movement (where and when they move) of the target group for any region. You can mix multiple layers and find similar characteristics.

The description of the target group is fuzzy and unstable. In this case, geomarcteing will analyze patterns and test algorithms that solve a given business problem primarily on your historically accumulated internal data. The conclusions for later use will be tested on historical data or a separate test sample.