minicode - Location Analytics
  • Location Analytics

    Location Analytics

GIS & Location Intelligence

We blend business data with geographic data to reveal the relationship of location to people, transactions, facilities and assets. We know that real issues which our clients encounter are multidimensional in nature and in many cases present high levels of uncertainty. To deal with those customer requests, we bring together comprehensive datasets based on public, commercial and government data, then engage multi-criteria analysis to distinguish the importance of different data inputs, and dynamically work through "what if" scenarios.

Data Sources

We work with a large number of data sources to perform multidisciplinary location searches at local, state and national levels. Data categories that we utilise include biophysical, socioeconomic, infrastructural, and administrative information. Extensive use of spatial data allows us to answer questions specific to site cadastral boundaries or define business-specific regions. Additionally we can analyse temporal dimensions of user requirements and bring together historic, current and strategic data layers to analyse trends and increase certainty in decision making processes.

Typical Project

We help organisations to turn location data into business outcomes through enrichment of data, visualisation and iterative analysis. Below is an outline of steps we undertake to complete a typical location analytics project:

See Location Analytics in Action

We created the example below to demonstrate our approach to Location Analytics. A fictional business case features an online bike shop looking to improve their sales in Melbourne. First, we made a research to identify the target demographics. The analisys showed that people with a Graduate Diploma, Bachelor Degree or Postgradute Degree, aged between 20 and 59 years, and living within 10 km from their work place, are most likely to ride a bike. Then we identified Melbourne suburbs with substantial population (over 2,000) matching the above criteria. Finally, we matched this information with the last year's sales of the fictional company. This clearly demonstrated which suburbs are performing well and where the sales could be improved.
On the map below, larger bubbles represent the suburbs with more potential cyclists. The colour reflects the sales performance, with the red colour showing the lowest sales per capita and the green being the highest. It is easy to spot the quick wins like Northcote, Hawthorn and St Kilda, which have no sales and a relatively large target audience. This information could be directly actioned by the sales and marketing department.
Please feel free to investigate the map further by zooming in/out and hovering over individual bubbles to view their details.

Use Cases

Here are a few real-world scenarios of how location analytics could help a business achieve their goals or gain competitive advantage.

Rural Land Parcel Selection
Rural Land Parcel Selection

Sunshine Coast, QLD

Rural Land Parcel

We were contracted to help finding a freehold land parcel located in Sunshine Coast Hinterland. Using the criteria provided by the customer (size, soils and hydrology, proximity to transport corridors), we made a selection of 20 lots (chosen from over 1 million), thus helping the client make the final decision.

New Business Development
New Business Development

Brisbane, QLD

Growth Potential

A company contracted us to help identifying QLD suburbs that have the highest potential for expanding their business. Using the data available both internally and externally, we designed the criteria and analysed the business growth potential based on the existing and potential customers in each suburb.

Partner Network Analysis
Partner Network Analysis

North Coast, NSW

Partner Network

Our client required an analysis of potential markets for expanding their partner network. We collated information from multiple data sources, including the current sales by area and potential customers (based on industry workforce stats). This helped the client decide which areas require attention.

Urban Property Selection
Urban Property Selection

Sydney, NSW

Urban Property

An international investor required a property within 10-20 min drive from multiple suburbs with a specific ethnic profile. We used a number of criteria (such as available infrastructure, steepness, size and shape) to short list 25 properties (from over 1.5 million available parcels) for further consideration by the client.