Adare, the marketing and communications company, has used MapMechanics, the specialist in digital mapping and geographical analysis, to create a system to map the specific incidences of utility insurance claims near individual households.FOR IMMEDIATE RELEASE
PRLog (Press Release) – Jul 15, 2011 – Do you know how much at risk you are of needing repairs to the utilities serving your home? What if you saw a map showing how many of your neighbours have had to call out the repair man recently? Wouldn’t that be useful information to help you decide whether you should take out some form of insurance for your own property?Adare, the major multinational marketing and communications company, concluded that this is exactly what would happen if householders could see the volume and density of repair insurance claims in their immediate vicinity mapped out. The idea was to help boost sales for one of its major customers, a home utilities repair insurance reseller.
To achieve this objective, Adare has called on the resources of MapMechanics (http://www.mapmechanics.com), the specialist in digital mapping and geographical analysis (http://www.GeoXploit.com). MapMechanics has supplied the company with two key products – GeoConcept Enterprise, the top-end version of this powerful geographic information system, and NAVTEQ street-level map data.
Using these products, Adare is able to generate marketing mailers that are unique to each household, and print on them a coloured map with icons marking properties near the home in question where the owners have made home repair insurance claims recently.
To plot the location of the repairs, Adare uses claims data gathered by its insurance customer, which are geocoded and placed automatically on the map by GeoConcept.
In order to make the maps as meaningful and easy to read as possible, Adare has also specified a GeoConcept add-on called SmartLabel, which places street names and other text intelligently on the map, avoiding clashes and overlaps with other potentially confusing data.
The maps are printed on A4-sized mailing pieces, and the system is intelligent enough to scale the maps automatically according to the locality and the density of claims surrounding each household. If the initial scale of the map does not cover a wide enough area to present a meaningful amount of data, the system will zoom out to include a wider area, and still make the right point in visual terms.
Already the system has generated more than 100,000 maps for the client, and Adare executive Stuart King says it has proved a notable success. “We’ve had good feedback from the client,” he says. “When we use this system to include the maps in mailing collateral, the return on investment in the campaign goes up. The correlation is as close as that.”
Having invested in the software and data from MapMechanics, Adare is now also making use of it in other activities. A prime application is to analyse consumer catchment areas surrounding retail sites such as DIY stores, enabling retailers to target potential customers -1241067585 within a given travel time of each site.
Meanwhile, the map generation system has become part of Adare’s portfolio of solutions. “We can map a whole range of repair activities,” Stuart King says. “Anything from electricity, gas and water supplies to heating and pest control.”
The campaign for the original client is ongoing, he says. “Every so often we will do a further mailing for the client, and generate new maps to reflect the latest state of the market.”
# # # MapMechanics provide innovative map based solutions. Based in the United Kingdom they have been providing software, data and consultancy for logistics and Geographical Information Systems (GIS) for over twenty years.
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