{"id":17615,"date":"2019-08-27T10:48:09","date_gmt":"2019-08-27T08:48:09","guid":{"rendered":"https:\/\/selectivv.com\/?p=17615"},"modified":"2022-02-14T14:39:24","modified_gmt":"2022-02-14T13:39:24","slug":"analiza-strefy-wplywow-selectivvviewer-catchmentarea","status":"publish","type":"post","link":"https:\/\/selectivv.com\/en\/analysis-zone-influence-selectivv-viewer-catchment-area\/","title":{"rendered":"Accessible influence zone expansion | #SelectivvViewer2.0 vs. Catchment area"},"content":{"rendered":"

This post is a part of an ongoing series about launching Selectivv SaaS solution Viewer 2.0\n
Go to Selectivv Viewer dedicated website<\/a><\/p>\n\n\n\n

\"Accessible<\/figure>\n\n\n\n

Catchment area<\/em> is an influence zone of a particular product, store, service etc. <\/strong>Basically, it means area, from which it attracts a population that uses its services, offers etc. When it comes to physical facility location, catchment area<\/em> can be defined based upon a number of factors including distance to the store location, actual travel time, geographic boundaries or population within the catchment.<\/p>\n\n\n\n\n\n\n\n

On measuring and analyzing catchment area based on mobile data and proprietary solutions we wrote by the occasion of Galeria M\u0142ociny opening<\/strong> (research on its influence on others shopping malls in the capital<\/a>) or the Congress of Market and Opinion Researchers in Warsaw <\/strong>(research on inhabitants of Krzyki district in Wroc\u0142aw<\/a>).<\/p>\n\n\n\n

How has it been measured?<\/h2>\n\n\n\n

The analysis of the zone of influence continues to be determined from the methods based on customer research to theoretical mathematical models and techniques using elements of GIS. Also, the implementation of the particular solution depends on the context and audience we would like to analyze. The most common ways to determine catchment area are different kinds of customer surveys - eg. collecting postcodes or addresses (eg. based on loyalty programs) while check-out. In the first case we should remember about the range: one zip code - sometimes covers several streets in large cities, in other cases it might be a few small towns. The interesting procedure of simple data collection, with some problems it causes, for analyzing catchment area is described here<\/a>. Loyalty programs demand user registration. Another interesting method is a license plate recognition system - for consideration to shopping malls rather than particular stores. Other suitable methods are based on analyzing existing infrastructure and transport options, distance, and travel time. There are even more advanced solutions including combination of survey, location parameters, customer demography\u2026\u00a0<\/strong><\/p>\n\n\n\n

...but is it enough? <\/h2>\n\n\n\n

Mentioned solutions have been processed for a very long time. They have been tested on many examples and yes, sometimes they are enough. According to technology development they seemed to be too time and money consuming nowadays.<\/strong> Why to ask user where he comes from?\u00a0 To be very precise we need not only zip code, which covers different area, but also address (street and building number) - not so easy to get from the user. Loyalty program covers only customers who will approve it and make purchase. Basically, we cannot determine users\u2019 working and home zones. Anyway - we are still unable to analyze if they visit our competition\u2026 When it comes to methods based on location, distance and travel time - it\u2019s based on location, distance and travel time not on user, his interests and behaviour.<\/strong> Last but not least, time & effort to get & process the data are more significant in this case.\u00a0<\/p>\n\n\n\n

Selectivv Viewer 2.0 vs. catchment area<\/h2>\n\n\n\n

The fundamental information about Selecitvv Viewer 2.0, it's functioning and options are here<\/a>. Below you can read about determining the catchment area thanks to it.<\/p>\n\n\n\n

So, what it looks like when it comes to relying on technology?\u00a0While having the location to analyze, there are two things to notice: radius (50 \/ 250 \/ 500 \/ 750 m) and time (last year \/ last quarter \/ last month \/ last week).<\/strong>Radius defines the area around typed address from where we want to analyze users. Time range defines period which we are interested in. Other words: when we choose the location \u201cA\u201d with 250 m radius and time range \u201clast year\u201d we will analyze users who were present within 250 meters of the point \u201cA\u201d during the last year.<\/strong><\/p>\n\n\n\n

\"Different
Different radii and time ranges for the selected location<\/figcaption><\/figure><\/div>\n\n\n\n

Choosing the radius depends on few factors like building density, proximity to road infrastructure, general location and purposes.<\/strong> For example, to define potential customers, we don\u2019t have to restrict ourselves to 50 meters radius. A good idea is to consider 500-750 m. Also, the time matters - choosing last year or last quarter we enlarge the database of potential customers getting marketing access to more users. And of course, at this point, in the \u201canalysis\u201d section, we choose \u201ccatchment\u201d.<\/p>\n\n\n\n

As a result, we receive map with data points marked as red dots.<\/strong> On default in \u201cselect hour range\u201d is set up \u201cAll day\u201d. It means, that on the map, we receive visualization of the users locations from demanded area during the whole day. Other options we have are: Night (20-8) and Day (8-20). Technically, choosing one of them will cause receiving representation of locations where \u201cour\u201d users are during the night hours or day hours. Including behavioural predictions - we receive their home and working zones.<\/strong><\/p>\n\n\n\n

\"Users'
Users' home & working zones<\/figcaption><\/figure><\/div>\n\n\n\n

Influence area analysis - What next?<\/h2>\n\n\n\n

At this point, we see that Viewer is designed for long-term analysis rather than a one- or two-day event. For short-term purposes, Geotrapping\u00ae or Wifitrapping <\/strong>have better performances. By the way, Selectivv Viewer 2.0 allows ordering Geotrapping\u00ae for a particular location directly through the dashboard. But on this, as well as application of the tool in different sectors, we will write soon on.<\/p>\n\n\n\n

Go to Selectivv Viewer dedicated website<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"

Post Analiza strefy wp\u0142yw\u00f3w jest cz\u0119\u015bci\u0105 serii o Selectivv Viewer 2.0 - nowej wersji rozwi\u0105zania SaaS stworzonego przez Selectivv.Przejd\u017a do www Selectivv Viewer Catchment area to zasi\u0119g, strefa wp\u0142ywu produktu, sklepu, us\u0142ugi itp. Zasadniczo oznacza obszar, z kt\u00f3rego przyci\u0105ga on osoby korzystaj\u0105ce z pewnych us\u0142ug, ofert itp. Je\u015bli chodzi o lokalizacj\u0119 obiektu fizycznego, catchment area […]<\/p>","protected":false},"author":1,"featured_media":17802,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[863,250],"acf":[],"_links":{"self":[{"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/posts\/17615"}],"collection":[{"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/comments?post=17615"}],"version-history":[{"count":2,"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/posts\/17615\/revisions"}],"predecessor-version":[{"id":25518,"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/posts\/17615\/revisions\/25518"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/media\/17802"}],"wp:attachment":[{"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/media?parent=17615"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/categories?post=17615"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/selectivv.com\/en\/wp-json\/wp\/v2\/tags?post=17615"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}