1. The Center for SpatialThe Center for Spatial
ResearchResearch
The competence of professional geomarketing services
provider since 2003

2. How it all began

5. Geomarketing niche…
Working since 2003 The Center for Spatial Research (CSR) firmly occupy
a niche of providing with professional B2B and B2G geomarketing
services and solutions.
CSR is one of the first Russian companies specializing in developing of
geomarketing techniques and solutions that are aimed to effective
business for clients of retail trade and construction industries, bank,
food, farm retail and other markets.
CSR projects for more than 100 companies shown that strategies of
niche occupying, data and geodata accumulation, creation of techniques,
models and simple geomarketing instruments are right and demanded in
the Russian market and among international clients.
Projects and approaches meet the highest requirements of western
analytical companies including math models since we constantly practice
in perspective R&D-development.
CSR actively participate in making standards and business processes,
connected with location assessment in the large companies.
Clients recommendations - www.geointellect.ru

6. Some customers
Working in B2B sector CSR has made
more than 80 researches for more than 70
companies. Every third company contacts
us repeatedly
International projects with companies from Germany, Finland, Czech Republic, USA, France
State projects in GIS-sphere (health service, real property): Saint Petersburg administration,
Gamaleya SRI of Moscow and others

7. Geomarketing
Software (GIS) and
Geodata in
GIS - format
Geomarketing
Research and
Reports
Analytical
geoinformational
B2B web-service
«Geointellect.com»
Use geoanalysis
and rare geodata
functions directly
from your office!
Digital maps and
detailed geodata for
your geoinformation
systems!
Geomarketing
reports for your
strategic
and/or day-to-
day aims!
Geomarketing products

8. 1. Geomarketing research
Geomarketing reports for your
strategic and/or day-to-day
aims!

9. Geomarketing research aims
Strategic aims
• Economic indicators determination: turnover, market share,
profit, market potential, profitability, payback
• Solutions on developing the chain or planning a new one:
sales points opening and closing, operational optimization
Day-to-day aims
• Chain monitoring
• Rapid evaluation of the supply of commercial property
objects
• Express estimation of consumer or competitive situation in
the radius
• Obtaining the operational information about objects
• Forming the advertising campaigns
• Comparative analysis of the chain outlets work, etc.

10. Retail aims solvable by means of
geomarketing (day-by-day)
• Selection of priority cities for the expansion
• Selection of location for the outlet opening
• Selection of a size of particular place, or a place for
particular size
• Chain expansion
• Chain optimization
• Existing outlet sales increase (local market leadership or
market share increase)
• Client base increase
• Adjustment or selection of assortment policy
• Spatial benchmarking
• Planning of advertising campaigns (taking geography into
account)
• Logistics (delivery planning)

11. Suitability zones
Площадь зон пригодности для ФЦ
класса Премиум и Люкс, кв. км.
0,31
0,45
0,55
0,63
1,60
1,64
1,97
2,37
2,43
4,03
6,84
8,35
11,75
11,79
11,95
12,87
0,00 2,00 4,00 6,00 8,00 10,00 12,00 14,00
Зона Среднеохтинского пр.
Зона Адмиралтейского района
Зона ст.м. Новочеркасская
Зона Искровского пр. и ул. Тельмана
Зона ул. Савушкина
Зона ст.м. Ветеранов
Зона ст.м. Большевиков
Зона ст.м. Василеостровская
Зона пр. Наставников
Зона Гражданского пр.
Зона западной части В.О.
Зона Центрального района
Зона пр. Энгельса
Зона Петроградского района
Зона ст.м. Комендантский пр. и ст.м. Пионерская
Зона Московского района

12. Geomarketing report example. What?
How much? Where? When?…

13. Suitability zones model for Sberbank formats, calculation
model of ATM and IPT transactions forecast, etc.

14. Zoning examples
MoreMore::
-- Expert zonesExpert zones
- Huff model- Huff model
- “Russian Huff” model- “Russian Huff” model ((CSR projectCSR project))
and othersand others
Zones obtained by geocoding of clientsZones obtained by geocoding of clients (delivery,
consumer maps, etc.)
Transport
availability of an
object
Walking
availability of the
outlets
Zones of
equidistance from
the outlets
Zones obtained by
population survey

15. Geomarketing report
PDF report
Cartographical applications
(.jpg)
Table applications (.xls)
Presentation of the results (PPS)
Geodata viewer delivery is
possible (Arc Reader) with basic
functionality (map navigation,
address search, point
information, work with layers,
report arrangement in any place
of a map) on CD

16. 2. Geodata and data,
GEOSERVICES
GIS format for your GIS!!!

17. Geodata. Levels of geography
Municipality districts
15,000-70,000 residents
(Moscow and Saint
Petersburg)
CSR is the only supplier of
geomarketing data at block
level in Russia.
City –Administrative
Regions
150, 000 – 300, 000
residents
(65 cities)
The methodology of creating
boundary files of postal
codes in Russia for 30
regions of Russia

18. Outlines and index catalogs for CRM
systems and clients analysis

19. Space models
Points density models;
Population and working population density;
Suitability zones model;
Solvency model by indirect signs;
Service zones;
Availability by municipalities;
Proximity and remoteness models (own chain,
competitors, highways, etc.)
Pedestrian flows model
Subway service zones model,
Trading density model
Car flow migration model in Moscow region
Models built on indirect data in lack of information
conditions

20. Product (GIS format, geoservices)
vector SHP files(Arc GIS, ESRI)
or MapInfo (MID/MIF)
Files in the other vector GIS
formats
Table files (xls, dbf)
GRID files (raster), example of
img
Projections
Geoinformation geodata viewer
“Heavy client” – professional
GIS software (for example, Arc
GIS)
Printed version of business
atlas
NEW!!! Geoservices for
desktop software (Arc GIS
and others) and API to the
web application

21. – analytical
geoinformation
cloud system
Use geographical analysis
functions and rare geodata right
in your office!!!
Work with geodata at www.geointellect.com
3.

22. GeointellectTM
.com
Work with geodata at www.geointellect.com

25. We embed geomarketing tool
into the client’s business processes
Turnover estimation (assume that technique is approved):
1. External data collection, making of geodata (population,
clients, competition, infrastructure)
2. Collection and (if necessary) geocoding of internal data on
existing chain (sales, etc.)
3. Zone estimation
4. Population estimation
5. Competition estimation
6. …..
7. ….
8. Download data to MS Excel
9. Turnover estimation
10. Analysis of the results
11. Making of georeports with trading zone visualization with all
the factors affecting the turnover
12. Comprehension of true causes and nonlinear effects, that can
affect the change in turnover figures in particular outlet
13. Commodity turnover adjustment
14. Printing the report in figures and zones with factors on the
map (or embedding into РРТ, PDF)

26. Development strategy.
Geodata of human
•Collecting and
modeling of data and
geodata of human
«over» the
geographical map
Where people live? How many
of them live there?
Where people work? How many
of them work there?
Where people move? How many
of them move there?
WHO?
WHO?
WHO?
The map of microdistrict, city,
region and country

27. R&D-development
1. Geomarketing methods of finding
the “suitability zones” – marketing
service standard
2. Estimation models of probability of
solvent population being in the
cities
3. Estimation math models of
business efficiency indexes on the
map (revenue, number of ATM
transactions, payback, etc.)
4. Geostatistics of causal relations
5. Modeling of people flows on the
map and their behavior scenarios
6. Cannibalization models
ТОТО = f(x= f(x,,y,z,…n)y,z,…n)ТОТО = f(x= f(x,,y,z,…n)y,z,…n)

28. 1. Professional training program
“Geomarketing. Using GIS in
Retail and Development of Real
Estate” (102 hours). Theory,
methods, rapid computer
learning lessons
2. “Geomarketing in Health
services” (10 hours)
3. Seminar and webinar
“Geomarketing in Bank retail.
Branches and self-service devices
network planning” ( 24 hours)
4. Seminars including MBA-
programs in HSE
5. Geomarketing seminars and
workshops for retail
Teaching geomarketing programs in the High School
of Economics since 2005
In cooperation with High Economic School
of The Saint-Petersburg’s State University
of Economics and Finance

29. Geomarketing Community (RUS) is
1.1.Community of companies specialistsCommunity of companies specialists::
2.2.Ability to communicateAbility to communicate

30. Your best decision is our job!Your best decision is our job!

31. MANAGING
DIRECTOR
DENIS STRUKOV
The Center for Spatial Research
197341, Saint Petersburg, Fermskoe shosse ,22, of. 200.1 и 200.2,
Contacts in Moscow: +7(495) 374-09-54, +7-916-812-46-00
Contact in St.Petersburg: +7-921-983-70-73, +7(812) 647-90-77
CSR@geointellect.com