INTRODUCING GEOMAPS - JULIE-ANNE BELL - GEOCODED MAPS DATA - AFRICASCOPE
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Introducing GeoMAPS
GeoCoded MAPS data
Where location, strategy & innovation
meets opportunity!
Julie-Anne Bell
14 January 2021
Copyright © 2020 AfricaScope
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
Copyright © 2020 AfricaScope
GIS PARTNER TO THE MRF
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.
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: julie-anne@africascope-sa.com
Cell: 082 650 9228
Copyright © 2020 AfricaScope Copyright © 2020 AfricaScope
INTRODUCING
GEOMAPS
Copyright © 2020 AfricaScope
WHY GEOMAPS
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.
WHERE LOCATION, STRATEGY &
INNOVATION MEET OPPORTUNITY
Copyright © 2020 AfricaScope
WHAT IS GEOMAPS?
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.
WHERE LOCATION, STRATEGY &
INNOVATION MEET OPPORTUNITY
Copyright © 2020 AfricaScope
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.
Copyright © 2020 AfricaScope
GEOMAPS:
TECHNICAL
BACKGROUND
Copyright © 2020 AfricaScope
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.
Copyright © 2020 AfricaScopeSMALL AREA ESTIMATION
A quantitative method to
accurately to map survey data to
local areas
Copyright © 2020 AfricaScopeSMALL 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.
Copyright © 2020 AfricaScopeGEOMAPS:
NATIONAL SAMPLE
&
DEMOGRAPHIC
PROFILING
Copyright © 2020 AfricaScopeNATIONAL 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
Copyright © 2020 AfricaScopeDEMOGRAPHIC PROFILING - RACE
Of all the suburbs shown here,
1
Florida has the highest rate of racial
integration, with all 4 race groups
having good represented.
2
2 Hyde Park, Victory Park & 3
Blairgowrie, Cresta, Randburg and
Rand Park Blairgowrie
Rand Park are predominantly white
areas with some colored Hyde
Park
representation. Alexandra
Cresta
Randburg Victory
Alexandra Township is predicably Park
3
predominantly black. Florida
1 Montgomery
Park
Copyright © 2020 AfricaScopeDEMOGRAPHIC PROFILING - AGE
Florida has the highest prevalence
1
of ages 15-25 indicating a slightly
older family structure in this suburb,
i.e. teenagers and young adults still
living at home. 2
2 Victory Park, Montgomery Park & Blairgowrie 3
Rand Park
Randburg have a middle age
profile indicating that younger up Hyde Park Alexandra
and coming families dominate this
area. Cresta
Randburg Victory
Park
3 Alexandra shows a spread of age
groups. This could possibly indicate Montgomery
very little movement out of the
1 Park
family structure. Florida
Copyright © 2020 AfricaScopeDEMOGRAPHIC PROFILING - INCOME
Florida is predominantly middle
1
income suburb. If one refers back
to the previous slide its clear that
this middle income is spread across
the race groups.
Hyde Park, Victory Park & 2
2
Blairgowrie are predicable high 3
income households. The suburbs to
Rand Park Blairgowrie
the West have a mixed income
profile.
Alexandra
Alexandra Township has an Cresta
3
Victory
interesting income profile in that Randburg
Park
Hyde Park
townships are historically low
income per capita areas, but we Florida
are seeing higher income Montgomery
1 Park
households growing in the township
areas.
Copyright © 2020 AfricaScopeGEOMAPS:
BRINGING THE DATA
TO LIFE AT A SUBURB
LEVEL
Copyright © 2020 AfricaScopeTELECOMS: MOBILE NETWORK PROVIDERS
1 Florida: MTN Dominant.
2 Hyde Park & Randburg are
Vodacom dominant.
3 Vodacom and MTN appear to be Rand Park
Blairgowrie
2 3
strong in Alexandra, but the other
networks have a good presence.
Alexandra
Cresta
The power of GeoMAPS is the ability Victory Hyde
Randburg Park Park
to visually see brand and category
consumption down to the smallest
spatial level. Montgomery
1 Park
Power data for brand strategy planning and Florida
understanding the competitive landscape!
Copyright © 2020 AfricaScopeFINANCE: MEDICAL AID
Where are the growth / opportunity
areas for Medical Aids?
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 2 3
options.
Blairgowrie
Hyde Park, Cresta & Randburg are Rand Park
2
saturated – brand switching
campaign opportunity can be Alexandra
considered. New market opportunity Cresta
exists in Victory Park, Blairgowrie and Hyde Park
Randburg Victory
in the Rand Park areas. Park
3 Thinking back to the mixed income Montgomery
profiles of Alexandra and looking at 1 Park
the penetration of people engaging
Florida
in this category, it is clear that growth
opportunities exist here as penetration
is low in the medical aid category.
Copyright © 2020 AfricaScopeFINANCE: STOKVEL
Understanding Stockvel
penetration
1 2 3
Stokvels are historically a 2 3
mechanism that the black
population used for saving. It Rand Park Blairgowrie
started with the Sprit of Ubuntu,
where we all help each other. Alexandra
Cresta
Of late more mainstream insurers Randburg Victory Hyde
are offering Stokvel products. Park Park
1
The inset to the right shows that Montgomery
Park
Stokvels are not well supported in
this area of JHB. However in the Florida
spirit of Ubuntu growth opportunities
may exist for the Stokvel market
Copyright © 2020 AfricaScopeSHOPPING BEHAVIOR: FOOD RETAIL
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 2
who do or don’t do their bulk shopping 3
at Pick n Pay. Rand Park
Blairgowrie
• Residents of Alexandra and Cresta
are more likely to engage in bulk Alexandra
shopping at Pick n Pay. Cresta
• Thinking back to the income map, Randburg Victory Hyde
Park Park
Hyde Park had the greatest number
Montgomery
of high income earners. This could
Park
explain the trend of No Bulk
Shopping. Instead regular top up 1
shopping is the predominate Florida
behavior.
The blue icons represent the point locations of all the PnP stores in this area – this is an example of a
Copyright © 2020 AfricaScope
secondary data set that can be integrated into the GeoMAPS environmentMEDIA : RADIO 702
Greater Johannesburg
As a marketer or media planner,
ensuring maximized ROI on media
2
spend is critically important.
GeoMAPS will allow you to layer
media penetration by media type, Blairgowrie
Rand Park 3
publication, station or channel to get
an accurate view of brand or
category pentation vs media usage Randburg
Hyde Alexandra
down to a suburb level. Resulting in Cresta
VictoryPark
targeted media campaigns and Park
maximize ROI.
The inset in this slide gives a view of the Montgomery
Park
listenership of Radio 702 in the greater Protea Glen
JHB area
From a station owner perspective a
map like this is great to understand
where listenership growth opportunities
exist.
High listenership Low listenership
Copyright © 2020 AfricaScopeHOW TO ACCESS GEOMAPS
MAPS Subscriber | GIS Client
√ Subscriber to MAPS
To access GeoMAPS, the additional module needs
1 √
GIS system is in
to be purchased, thus allowing integration, access
and viewing of the MAPS data using your current
place within your
organisation GIS mapping software.
MAPS Subscriber | NOT a GIS Client
√ Subscriber to MAPS To access GeoMAPS, the additional module needs
to be purchased. In addition, a GIS mapping
2 GIS system is in
place within your
solution will need to be subscribed to. A number of
options from Open Source to Commercial GIS
organisation solution are available. AfricaScope offers a free
GIS needs analysis.
Not yet subscribed MAPS or GIS
Subscriber to MAPS GeoMAPS is only available to brands who subscribe to
3 GIS system is in
MAPS.
To subscribe to MAPS please contact The MRF:
place within your 011 463 5340 |www.marketingresearchfoundation.co.za
organisation Marié Rossouw | 083 306 8362 | marie@mrfsa.co.za
Copyright © 2020 AfricaScopeThe End…
Thank you for your attention and for For more detailed information on our products, please contact
spending you time with us the AfricaScope or the MRF directly:
Contact Information
Julie-Anne Bell Marié Rossouw
Business Development Manager MAPS Project Manager
Cell: 082 650 9228 Cell: 083 306 8362
Email: julie-anne@africaScope-sa.com Email: marie@mrfsa.co.za
Website: www.africascope-sa.com Website: http://mrfsa.org.za
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