GIS Atlas displays a new data layer for business: "First line of buildings"
11 October, 2021
A new data layer "First line of buildings" has become available in the Atlas geographic information system. GIS displays buildings located in close proximity to major city streets and highways. Thus, the tool shows the most attractive locations for the retail business and service companies focused on traffic.
"First line of buildings" is a geodata layer, which as an additional characteristic confirms the attractiveness of placing a business in the selected location. The data is available for all cities in Russia with a population of more than 50,000 inhabitants and takes into account buildings located in close proximity to city streets. The parameter also takes into account the status of the street and the expected pedestrian traffic, calculated from models based on real measurements. Thus, a business can in advance include in geo-calculations the location visibility parameters and its passability, select a building or premises that meets the requirements for the urban environment development, infrastructure and the level of social involvement in thebdistrict life, street or city as a whole. "First line of buildings" takes into account the characteristics that are important for attracting targeted traffic, marketing locations, strengthening brand positions.
When displayed on the map, the first line buildings are highlighted in color, taking into account their outline. If necessary, the layer "First line of buildings" can be selected as the main one, and all subsequent characteristics are additional, for example, real estate value, infrastructure, competitive environment, transport routes and other parameters, complement the selected data, without going beyond the the first line of streets.
“Marketing Logic has supplemented the capabilities of GIS Atlas with a layer of data on the first line of buildings, since such information is a popular request from tenants and developers, whose turnover significantly depends on pedestrian traffic and advertising opportunities for houses with facades facing the street. We receive most of these requests from street retail (usually chain brands), as well as from cafes or restaurants. When creating the layer, we had at our disposal aggregated checklists of requirements for buildings and premises, data on the various business types lifespan in various locations, traffic data and analytical tools with which we determine the importance, "weight" of each characteristic. For many businesses, the location "showcase" is a very important component, and the "First line of buildings" layer saves time by cutting off immediately obviously inappropriate locations for such tasks ", - says Dmitry Galkin, Managing Partner of Marketing Logic.
In addition to "static" parameters: such as buildings characteristics, premises area, distance from the roadway, the layer "First line of buildings" takes into account the the road graphs characteristics, incl. traffic changes. For customized projects, calculations can also be enriched with customer data in the case of GIS Atlas integration with customers' CRM or Data Governance systems.
An illustration of how the First Line tool works