Know where your customers are 

The view from a treetop is significantly different from a ground level view.  There is a parallel with a view you can get with data mapping compared to looking at long streams of figures, names and statistics. 

Mapping provides a visual picture of where your customers are and where your best prospects may be.  Data mapping triggers ideas for direct mail and other marketing strategies.  It alters pre-conceived notions about where to target your communications firepower and dollars. 

What data mapping involves 

Basically, data mapping is the application of your client records and geo-coding so you can actually produce a visual of your customer profile---where they are, where they aren’t, which are most profitable, where the cross sell and upgrade opportunities exist…and more. 

It is not a new concept; it has been used for years by sophisticated marketers.  The advent of new computer systems and software programs, however, has expanded its use and effectiveness exponentially in recent years. 

Some applications 

. Locate your customers in relationship to your agency. 

. Analyze direct response to mailings based on geographic location and demographics. 

. Study demographic trends about income, home type, family units, presence of children, et cetera. 

. Clarify purchase info and account activity. 

. Determine where the best potential for target marketing is. 

Competitive advantage 

Effective use of your data mapping program can give you a major advantage over your local competitors.  Our experience indicates that few independent agents have programs in place.