A spreadsheet can show the customers you have in a 50 mile radius, but what it can’t do is show this geographically.

A marketing campaign to all your customers within a 50 mile radius is not targeted but, if the same data is plotted geographically, you can see the particular post code distribution of customers and prospects, calculate the drive time proximity and adjust targeted areas to take account of travel infrastructure.

Knowing where customers and prospects are located and how far they travel enables the creation of proximity driven drive time catchments which can be used to devise campaigns by postal areas supporting media planning decisions.