Street Level Mapping Adds Visual Context to Geomarketing Analysis Tool

 NAVTEQ (NYSE: NVT), a leading global provider of digital map data for location-based solutions and vehicle navigation, has been chosen to provide street level mapping data to support the MICROVISION marketing information and modelling system from sister companies EuroDirect and GMAP Consulting.

 MICROVISION, which is used by many blue chip companies in the retail, leisure, financial, utilities and automotive arenas, combines powerful profiling, drive time analysis, territory management, mapping, reporting and modelling technology into a single product.  The integration of accurate, street level NAVTEQ mapping brings added value by supporting the visualisation and targeting of micro segments. Marketers are now able to take advantage of the improved level of mapping right across Europe and develop more precise locational insights.

 Leanne Davidson, Head of Product Management for EuroDirect and GMAP Consulting commented, “MICROVISION provides a market leading GIS system for both Marketers and Network Planners and is used by hundreds of companies across the world in the development of their sales, marketing and operational strategies. The inclusion of NAVTEQ data - which is produced to a single global specification - means we can now offer our clients the very best in street level mapping, whether they are working in the UK or in overseas markets.” 

 Additionally MICROVISION users will be able to visualise at street level the results of many other different geomarketing analyses such as the location of new stores; the extent of a store catchment area; or sales canvassing areas ‘Walkrounds’ for example.

  “Ideally, the street level mapping that NAVTEQ data provides will give MICROVISION customers an effective edge”, explained Peter Beaumont, NAVTEQ Customer Marketing Director Enterprise Europe, “as it assists them in identifying potential customers, improving sales networks and targeting niche segments in the local market."

EuroDirect is one of the UK’s leading marketing suppliers. It provides accurate, easy to use, cost-effective software and technologies to help marketers undertake consumer profiling, analysis, targeting, data management and market analysis. Well established in the field of direct marketing, clients include over 40% of the UK's top 1,000 companies, including three of the top five largest multi nationals. EuroDirect’s clients come from all areas of business, including financial services, retail and leisure operations, utilities, publishing, agencies and bureaux.

 GMAP has over 20 years experience in retail, automotive, petrol forecourt and financial services and specialises in helping both UK-based and multi-national organisations develop their retail networks, sales territories and market channels to be more efficient and profitable, by understanding the market dynamics that exist between consumers and

 The Skipton Information Group comprises six core businesses (Callcredit, EuroDirect, Broadsystem, GMAP Consulting, Legatio and DecisionMetrics) each delivering sophisticated information solutions to satisfy the increasingly complex needs of their clients in the areas of marketing services, credit referencing, consultancy and analytics, interactive solutions and network planning.

 About NAVTEQ

NAVTEQ is a leading provider of comprehensive digital map information for automotive navigation systems, mobile navigation devices, Internet-based mapping applications, and government and business solutions. NAVTEQ creates the digital maps and map content that power navigation and location-based services solutions around the world. The Chicago-based company was founded in 1985 and has more than 3,300 employees located in 174 offices and in 32 countries.