Geo-analysis

From investing in individual branches of a retailer or service provider to urban or regional development – until now, location planning has often been decided to a certain extent based on a gut feeling. In times of continuously increasing competition, however, the complexity of the factors influencing location attractiveness is also growing, and it is becoming increasingly important to fully understand the individual market environment. In addition, customer needs are changing, and keeping track of the structural conditions at individual locations is becoming increasingly difficult. With geo-analysis, we have developed a data-driven solution to address these challenges. Our data basis relies on diversity, quality and interdisciplinary partnerships. To measure and simulate regional location attractiveness, we use internal as well as public and commercial data points.

But how does a retailer, for example, make the right choice of location? How does KPMG help to better understand the competition and the customer situation? To answer these and other questions, geo-analysis makes use of macro- and microeconomic factors. The white-spot and potential analysis is one example of how strong and weak regions can be identified and customer target groups defined. This is a combination of analyses that includes competitive and forecast data in addition to socio-demographic data and infrastructure characteristics. By representing a region as a digital miniature world, agglomeration patterns can be recognised and simulated. From this, a better understanding of customer behaviour in the region can be derived. The insights gained support decision-makers when it comes to structuring the brick-and-mortar branch portfolio, for example.

What is special about KPMG’s geo-analysis is the targeted, sectoral focus of the analyses it contains, as well as its approach as a managed service, which makes the necessary but often laborious process of data maintenance easier for our clients or, on request, relieves them of it altogether. Thanks to the targeted consolidation of the data prepared by KPMG, fed with internal company key figures from different areas, the spectrum of possible applications for geo-analysis has now widened. We would be happy to develop a customised solution with you so that you too can benefit from the innovative analysis and simulation possibilities of geo-analysis.