A regional destination retail mall wanted to understand their top four competitors in a major DMA in order to develop a competitive intelligence strategy.  Using GPS data of the client and their competitors, individual trade areas were developed for all locations.  Overlaying these trade areas allows identification of specific areas of strength/weakness by zip code, with categorical degrees of strength/weakness.

The client used this analysis to develop a custom marketing campaign with individual messages for zip codes grouped by their relative strength/weakness.  After a period of time ROI analysis was done to determine an increase in their market share in the area.

Result:  12%+ improvement to marketing ROI