Module 5: Geographic Information Systems
Welcome to Module Five of the Information Competence Website for Marketing.
This Module introduces GIS, a powerful marketing tool used to create
visual images of data sets, territories, demographics, and other market-driven
information. GIS technology allows marketers to:
- See a visual representation of customer locations
- Plan targeted marketing campaigns by identifying prospects
in a given geographic region by ZIP Code, county, and so on
- Query Dun & Bradstreet's 16 million businesses
to locate potential customers
- Analyze competitive activity and demographics to help
determine where you should develop new stores and offices
- Create meaningful reports with maps, demographics,
sales analysis, territories and more in Microsoft Office documents such
as Excel and Access
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