Last Wednesday, I visited a Geomarketing congress organized by my alma mater and Geodan. In this post, I’ll discuss how geomarketing on both a macro-level and a micro-level gives you more pieces to the customer puzzle.

Geomarketing focuses on the relationship between spatial awareness and marketing. Here are some of the real-life cases that were presented:

• Understanding customer motives for visiting certain car dealerships
• Determining the location of a new store
• Plotting and targeting households for effective direct mail campaigns

These are all very good and relevant examples of how location affects the marketing process and how proper geomarketing can improve the rate of success. However, they’re all examples of how to perform geomarketing on a macro-level.

Even modern mobile applications like Foursquare operate mostly on a macro-level. People check into a drug store, a restaurant, a train station, et cetera. It can be good information for your business, but it doesn’t tell you how they move about while they’re at your store for example. This is where geomarketing on a micro-level comes in.

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