Cognatis offers top level Geomarketing, Big Data & Analytics solutions and data for Brazil and Latin America.

2. We turn Raw Data into Actionable
Knowledge
Geomarketing
Analytics
Big data
WHO WE ARE
13YEARS

3. INNOVATION
ANALYTICAL
METHODS
GEO
MARKETING
GEO
ANALYTICS
PUBLIC, SECONDARY
AND PRIMARY
DATA
ANALYTICAL
METHODS
GEOPOP
& SMARTLEADS
A pioneer company in the
fusion of analytical
techniques and GIS in Brazil
First in Brazil to create and
provide Big Data databases
for Geomarketing

4. COVERAGE
of services
(telecom, retail
etc.)
GREEN
areas
POS
NETWORKS
DEFINITION
of product
mix
smart
GOALS
POS
SEGMENTATION
(high/low achievers,
vocations etc.)
BALANCING
and aligning of sales
territories
sales force
ALOCATION
companies
LEADS
CONTACTS
of new
customers
sales
ROUTES
APPLICATIONS

5. Clients
Our products and services are used by large and median players across different industries.
FINANCIAL TELECOM CONSUMER
GOODS
REAL STATE OIL & GASCONSULTING FRANCHISE
GOVERNMENT
HEALTH INDUSTRY
ENERGYRETAIL

6. INFORMATION DATABASES
GEOMARKETING
PLATFORM
CONSULTING CASES
• Home
• Affinity
• Day
• Supply
• Trends
• Consumer
• Business
• People
• Geomarketing
• Analytics
• Data service
PRODUCTS AND SERVICES

7. IDENTIFY
opportunities
for expansion
IMPROVE
management of
your actual
chain
OPTIMIZE
sales force
activity
FIND
new customers
and much
MORE!
GEOMARKETING
PLATFORM
THE MOST COMPLETE AND FLEXIBLE ONLINE
PLATFORM
Understand in depth how customers,
markets, and operations interact across the
geographic space
Platform in cloud or on premise:
All data, information, maps and
analyzes in one place and accessible
from any device and anywhere

8. Exploratory analysis
Using thematic maps,
highlighting the differences of
each market / region.
01

9. Selection filter
allows you to find regions,
neighborhoods or businesses
according to specific criteria
02

10. X-ray of the market:
create or select areas and
view the result in reports,
charts and dashboards with
information of your
interest.
03

11. Go to Market:
export data from the
"Smart Leads" Big Data
for prospecting
04

12. NETTOOL MOBILE ALLOWS
Sales Force Monitoring
Capture data and photos in the field
(sending and receiving information)
Data Feedback

13. DIFFERENTIALS
High level of
flexibility and
personalization
The user is able to:
• Create and edit reports
and dashboards.
• Include new indicators
and variables
• Upload new data and
share analyzes
• And more...
SaaS with the possibility
to aggregate services and
additional Information
• Custom Market indicators
• Data mining and analytics
models
• Geomarketing know-how
transfer services
• Services on premise to
train or support tool use
• And more...

14. TWO COMPLEMENTARY LINES OF MARKET INFORMATION
SPACIALIZED DATA
(AGGREGATIONS)
INDIVIDUALIZED DATA
(PEOPLE AND COMPANIES)
INFORMATION DATABASES

15. Census*
PNAD*
POF*
PME*
Public sites
Online data
Associations
data
Enrollments
Public
Surveys
Etc
Analytical
Processes
(projections,
estimates, models,
interpolations, etc.)
Data
Demographics
Economics
Consumption
potential
Business
characteristics
Information
organized,
consolidated,
updated and
available in
various
geographical
levels
CONSTRUCTION PROCESS
*Brazilian government surveys. For other countries we use their own surveys

16. DATA IN DIFFERENT LEVELS OF DETAIL
AGGREGATIONS
GEOPOP DIFFERENTIAL
STATE CITY NEIGBORHOOD CENSUS TRACK POSTAL
CODE
EXCERPTS OF
STREETS

17. DATA IN DIFFERENT LEVELS OF DETAIL
RESIDENT
POPULATION
COMPANIES
AND RETAIL
TRENDS AND
PROJECTIONS
HOME SUPPLY TRENDS
GEODEMOGRAPHIC
SEGMENTATION
AFFINITY
DAYTIME
POPULATION
DAY
WHO BUYS
CONSUMER

18. DEMOGRAPHIC INCOME AND
WEALTH
LIFE CICLE URBAN MODULE
• Population
• Households
• Densities
• Age and
Gender
• Education
• Ethnicity or
race
• Religion
• Immigrants
• Family and individual
income
• Social Class by most
commonly used criterias
(Abep, FGV, SAE)
• Possession of durable
goods and Wealth
• Ocupation and profession
• Sources of income
• Singles and young
• Young couples
• Modern Families
• DINK (double income
no kids).
• Alternatives
• Single mothers
• Mature Families
• Bachelors
• Silver Sea
• Empty Nests
• Widows
• Verticalization
• Real estate launches
• Infrastructure
• Pendular
population
• Mobility and
displacement
• Rent and value of
properties
And 100 variables
more
Over 150 variables to
understand purchasing
power
Around 80 variables
to characterize living
arrangements
Approximately 60
variables to characterize
the urban space
HOME
WHO LIVES IN THE REGION

19. DAY
WHO WORK OR VISIT THE AREA
WORKERS
• Income and occupation
• Age and gender
• Educational level
HOME OFFICE,
INACTIVES AND CHILDREN
• Unemployed and out of the
labor force residentes.
• Retireds and housewives
• Children and youths in school
age.
• Self-employed who work from
home.
PROFESSIONAL
ASSOCIATION
• Self-employed
• Employed
• Informal
• Others
INDICATORS
• Business/Residential
population ratio
• Daytime population
ratio
MOVING FLOW IN THE MAIN
ROADS
• Pedestrian
• Vehicles

20. SUPPLY
SALES IN THE REGION
GROSS REVENUE
BY SEGMENT
• Clothing
• Food at home
• Food out of home
• Financial Services
• Education
• Health
• Supermarkets
• Entertainment
• Etc.
Several aggregate estimates to
describe companies in the region,
considering size, billing and business
activity.
• Number of companies by size
• Number of companies by billing
range
• Number of companies by sector and
area of activity
• Total gross sales by segment.
• Young and mature companies
• Business/Residential population ratio
COMPANIES BY SIZE AND
ACTIVITY
POINTS OF INTEREST (POIS)
• Main commercial corridors
• Restaurants and bars
• Hospitals and clinics
• Pharmacies
• Schools and Colleges
• Cinemas and theaters
• Bank branches
• Fuel stations
• Automotive Shops & Stores
• Construction companies
• Hyper and Supermarkets
• Fashion and accessories
• Fastfood
• And many others

21. CONSUMER
POTENTIAL OF THE REGION
• Total consumption by
category
• Consumption potential
• Average consumption
ticket
• Penetration by product
category
• Categories by income
bracket
Food
Housing
Services
Home Maintenance
Clothing
Transportation
Hygiene
Health
Recreation
Smoking
Personal Services
Miscellaneous expenses
Taxes and contributions
Acquisition and renovation of
the property
Loans and installments
CATEGORIES
ESTIMATES
Food
Housing
Services
Home Maintenance
Clothing
Transportation
Hygiene
Health
Recreation
Smoking
Personal Services
Miscellaneous expenses
Taxes and contributions
Acquisition and renovation of
the property
Loans and installments

22. TRENDS
THE FUTURE OF THE REGION
• Projections for 2020, 2025
and 2030 for the main
Brazilian districts and
municipalities.
• Projections by age, sex,
social class and income
• Population-Ageing
• Commerce growth in the
region
• Enrichment or
impoverishment.
• Residential Demographic
Changes
• Evolution of the infrastructure
(sanitary, garbage, etc.)

23. AFFINITY
GEODEMOGRAPHIC SEGMENTATION SYSTEMS
Geomercadological
segmentation systems for all
municipalities and Brazilian
neighborhoods, with a
classification of more than 200
thousand intra-urban sectors.
Each segment comprises
similar demographic and
market areas
With Geopop Affinity it is
possible to simplify
expansion studies, data
enrichment and regional
planning, among other
tasks.

24. AFFINITY
GEODEMOGRAPHIC SEGMENTATION SYSTEMS
CHARACTERISTICS CONSIDERED IN THE SEGMENTATIONS
MUNICIPAL
NEIGHBORHOOD
Economy Education Commerce Health
Income and
Wealth
Infrastructure Economic
Potential
Geographic
Location
Economy
Culture
Income and
Wealth
Immigration
Religion
Life Cycle
Commerce
Growth
Verticalization
Density
Ethnicity
Workers
TWO TYPES OF
SEGMENTATION

25. AFFINITY
MUNICIPAL
GEODEMOGRAPHIC
SEGMENTATION
Agropècuaria
Aposentadoria do Sertão
Brasil Agreste
Cidades Turísticas
Desenvolvimento Industrial
Envelhecendo Tranquilamente
Grandes Cidades Periféricas
Grandes Metrópoles
Infância Carente
Interior em Desenvolvimento
Interior Próspero
Interior Rural
Metrópoles Regionais
Novas Fronteiras
Núcleos Interior NE
Pobreza e Subdesenvolvimento
Produção Agrícola

26. • Elite madura e urbana
• Famílias maduras e
bem sucedidas.
• Urbano Sofisticado
• Elite urbana do interior
• Melhor idade
de alto padrão
• Elite madura e
• urbana do Interior
• Família na Melhor Idade
• Pequenas Famílias
Maduras em Cidades
Dormitório
• Adultos Estabelecidos
• Família Próspera do
Interior
• Autonomos Estudados
• Solteiros em
Grandes Centros Verticalizados
• Classe Média Baixa Tradicional
• Moradores de Cidades Dormitório
• Classe Média do Interior
• Minha Casa Minha Vida
• Chefes Maduros Trabalhadores
de Grandes Empresas
• Cidades dormitórios
• Nova Classe Média
• Periferia das Grandes Cidades
• Jovens Famílias da
• Nova Classe Média
• Famílias Humildes do Interior
• Periferia do interior
• Periferia Carente
• Operários de Baixa Renda
• Vida Simples na
Comunidade
• Agricultores Humildes
• Amazônia de Subsistência
• Sertanejo Carente
Elites
Brasileiras
Estruturados
Urbanos
Nova
Classe Média
Carentes Excluídos
AFFINITY
GEODEMOGRAPHIC
SEGMENTATION OF
NEIGHBORHOODS

27. AFFINITY
GEODEMOGRAPHIC
SEGMENTATION OF
NEIGHBORHOODS

28. EXPANSION STUDIES
To support decison making
ENRICHMENT
Of the clients and
prospects database with
information of the region
MARKET ANALYSIS
To direct sales and
customer acquisition
actions
IMPROVEMENT
From predictive
models to analytical
models
APPLICATIONS OF THE INFORMATIONS
AFFINITY
GEODEMOGRAPHIC SEGMENTATION
SYSTEMS

29. SmartLeads® is the only prospecting database in Brazil that
aggregates geodemographic and market data to people and
business information.
PROSPECT WITH ASSERTIVENESS
Businesses Data Personal Data

30. SmartLeads® is the only prospecting database in Brazil that aggregates
geodemographic and market data to people and business information.
PROSPECT WITH ASSERTIVENESS
• Constant update processes through Big Data technology
• Intelligent indicators developed by analytical processes and machine
learning
• Accessible via NETtool® Platform or direct sale
+ de 30
millions
+ 180
millions
Companies actives
and closed
Mapped conusmers

31. 1. Contact
contact information
• Tax Identification
Number
• Company Name
• Brand Name
• Address
• Telephone
• E-mail
2. Business
business group
characteristcs
• Opening Date
• Number of active
companies
• Parent or subsidiary
3. Size and Billings
Economic and profile
estimates
• Company’s employees
• Employees of the Group
• Company’s bilings
• Group’s billings
• Estimated payroll
4. Partners and Employees
Informations about the
partners and
employees(estimates)
• Percentual of employees by
position, education and
income bracket
5. Economic Activity
primary and secondary
• CNAE classification
• Legal classification

32. 6- Quality Indicators
Result of statistical and historical
analysis to indicate the probability of
company’s activity and activation of
the telephone
• Activity indicator
• Intensity of activity
• Phone activity rating
7- Market Potential
Demographic and local Market profile
Association of market data to
companies present in the region,
developing a complete picture of the
positioning and potential of the
companies
• Pedestrian and vehicle flow in the region
• Presence of competitors
• Presence of other companies
• Resident population characteristics

33. Contact
Contact information
• Name and address
• Telephones
• E-maill
• Mother´s name
• Etc.
Profile
Demographic and
socioeconomic
• Presumed
income
• Age and gender
• Education
Household
Family and Household
(estimates)
• Life cycle
• Family structure
• Marital situation
Consumption
Potential (estimates)
• Food out of the
household
• Home
• Entertainment
• Health and personal
care
• Education
Behavior
Social Networks and
others
• Connectivity level
• Presence in Social
Networks

34. CONSULTING
TAILORED PROJECTS TO LEVERAGE BUSINESSES
GEOMARKETING ANALYTICS DATA SERVICES

35. GEOMARKETING
Analysis of local
markets based on
demographic and
market
characteristics
Best regions for
expansion and
potential for opening
POSs
Classification of
POSs by potential
and market
characteristics
Sales Territory
Alignment and
Balancing
Market
Potential
Segmentation of
Points of Sale
Expansion studies and
site location
Optimization of sales
territories
Increased profitability and
performance evaluation
POSs expansion with
assertiveness, based on
objective market data
Improvement in POSs
management (goals,
mix of products etc.)
Reduced operational costs.
Increase in sales force
quality and results

36. ANALYTICS
Identification of
clients with a higher
buying power
Predictive models to
estimate consumption
potential for clients
and prospects.
Customer’s
cancellation
probability based on
historical transactional
Separation of clients
into groups with
similar characteristics
Learn the value (LTV)
of your clients and
how to increase it
Life Time Value (LTV) Potential Purchase Propensity
to Consume
Models
Customers Retention
Behavioral
Segmentation
Retention of the best
clients and database
enrichment
Increase the efficiency of
marketing actions (correct
segmentation)
Predicting current and
expected performance of
new stores or business
areas
Retention of the best
clients and prevention of
possible exits
Product development,
communication plans
and offers for each
segment

37. DATA SERVICES
Application of
marketing and
sociodemographic
data
Correction of errors
and standardization
of addresses (DNE
Correios)
Location by zip code
or latitude / longitude,
besides the use of
phonetics of the
Portuguese language
Data Enrichment Data
cleansing Geocodification
Retention of the best
clients and database
enrichment
Standardized and updated
addresses
Visualization of customer
locations, POSs, prospects
etc..

38. www.cognatis.com.br
vendas@cognatis.com.br
+55 (11) 3014-6200
Rua Tenente Negrão, 140 - Conj. 122
Itaim Bibi – São Paulo, SP
CONHECIMENTO
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