{"id":7098,"date":"2016-05-19T14:23:47","date_gmt":"2016-05-19T21:23:47","guid":{"rendered":"http:\/\/www.esri.com\/?p=7098"},"modified":"2016-05-19T14:23:47","modified_gmt":"2016-05-19T21:23:47","slug":"whos-buying-your-products","status":"publish","type":"insider","link":"https:\/\/www.esri.com\/about\/newsroom\/insider\/whos-buying-your-products","title":{"rendered":"Who\u2019s Buying Your Products?"},"content":{"rendered":"<p>By Jessica Wyland<br \/>\nTo identify customers, many product manufacturers are turning to location-based data. A recent <em>Harvard Business Review<\/em> article reported the use of \u201cincreasingly granular data, from detailed demographics and psychographics\u201d including age, gender, address, income, and lifestyle.<br \/>\n\u201cYou\u2019d be surprised how often a product manufacturer discovers that unexpected consumer groups are accounting for more purchases,\u201d says James Hibbard, an expert in location intelligence and GIS manager for MarketSource.<br \/>\nMarketSource, a proven alternative to sales outsourcing, provides comprehensive solutions for the entire sales ecosystem. Hibbard uses data and maps to help MarketSource\u2019s Fortune 500 clients determine who is actually buying at the retail level. One of the tools Hibbard relies on is <a href=\"http:\/\/www.esri.com\/software\/maps-for-office\">ArcGIS Maps for Office<\/a>.<br \/>\n<figure id=\"attachment_7099\" aria-describedby=\"caption-attachment-7099\" style=\"width: 1009px\" class=\"wp-caption alignnone\"><a href=\"http:\/\/www.esri.com\/about\/newsroom\/app\/uploads\/files\/2016\/05\/MarketSource-graphic-2111.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-7099\" src=\"http:\/\/www.esri.com\/about\/newsroom\/app\/uploads\/files\/2016\/05\/MarketSource-graphic-2111.png\" alt=\"\" width=\"1009\" height=\"741\" \/><\/a><figcaption id=\"caption-attachment-7099\" class=\"wp-caption-text\">GeoEnrichment in ArcGIS Maps for Office lets Marketsource compare consumer spending and store sales and quickly identify underperforming and overperforming stores.<\/figcaption><\/figure><!--more-->\u201cThe beauty of ArcGIS Maps for Office is that it puts powerful, user-friendly tools and data into the hands of data analysts,\u201d Hibbard said. \u201cFor data analysts who don\u2019t have access to the types of enterprise GIS tools my team uses, ArcGIS Maps for Office becomes a user-friendly option.\u201d<br \/>\nHibbard explained how some MarketSource clients use ArcGIS Maps for Office.<br \/>\n\u201cThey can take an Excel list of retail locations that includes unit sales per location and enrich it with Esri\u2019s demographic and consumer data,\u201d he said. \u201cThen they run correlations and find strong clues about which factors suggest sales success.\u201d<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"sync_status":"","episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","castos_file_data":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[22],"tags":[157432,157412,11272,241,160632,279562,1161,279572],"class_list":["post-7098","insider","type-insider","status-publish","format-standard","hentry","category-esri-insider","tag-arcgis","tag-data","tag-demographics","tag-gis","tag-maps","tag-maps-for-office","tag-retail","tag-sales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.9 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Who\u2019s Buying Your Products?<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.esri.com\/about\/newsroom\/insider\/whos-buying-your-products\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Who\u2019s Buying Your Products?\" \/>\n<meta property=\"og:description\" content=\"By Jessica Wyland To identify customers, many product manufacturers are turning to location-based data. 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