Just because someone spends a lot of money with you does not mean that they love you.  

In order to understand your data, you must put it into context.  We create several important datasets to help our clients achieve wisdom from their data.

consumer expenditure

The flagship product that we use in our practise is our estimate of the potential spending from households resident in any neighbourhood in Australia.  

We calculate the market size for over 130 different measures of consumer expenditure. Furthermore, because we calculate this down to the neighbourhood level, we can estimate the size of the market potential for any catchment in Australia.

Categories include women's footwear, curtains and blinds, doctor's fees, automotive parts and accessories, jewellery, hair care and off premises beer.  Estimates can also be calculated on over 500 other items, if necessary.

Daytime population

It is important to understand the true size of the catchment around any location.  It's not just the number of people who live or work nearby, it's also the number of people who visit an area during the day.  Taken together, this metric gives a true indication of a catchment's potential because in order for a location to be a success, it has to be a destination that draws visitors as well as employees. 

For every neighbourhood in Australia, we have estimated the number of people who work, live and visit every business day.  When you add it all up, the total daytime population of Australia comes to over 88 million.  It's not that we have that many overseas visitors, it's that we are in about four places, on average, every day.  We're a mobile population and businesses in different parts of each urban area have a chance of having you walk past their location.  This is what our Daytime Population dataset measures.

putting it all together

Knowing the size of the catchment and their potential spending power means that you can then assess how relevant you are to your community.  This information is vital to provide the context for your operations as it is the best way to find out who are your 'best' customers and which are your 'best' locations.