GIS in marketing

Capscan links up with Royal Mail for Cenario

Software house Capscan has developed Cenario, a new Census-based market

targeting product, in conjunction with the Royal Mail.

Cenario provides marketing directors and managers with direct access to 1991 Census data and the facility to analyse and use parts of the data relevant to their marketing or mapping needs.

Cenario is an advance on the “clustered” systems developed in the Eighties because it allows the market analyst to isolate and extract Census factors relevant to their own particular marketing objectives. Fine differences in these factors can be harnessed and used because they are not obscured by other, possibly irrelevant, information.

Relevant applications for the system include geographical market analysis, direct marketing, door-to-door campaigns, sales promotions and store sitings.