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Delivering definitive demographics, digitally

Aug 17th 2011, 12:50

August 2011
Delivering definitive demographics, digitally
Lightstone, a company specialising in analytic solutions, provide insight as to how they ensure the accuracy and recency of their proprietary population profiling tool, DemProKey.

DemProKey is primarily accessed through Lightstone’s online retail mapping solution, Footprint, but also serves as a fundamental component of bespoke spatial projects that require demographic profiling as an input.

The profile is based on Census 2001 data with Lightstone preserving recency by using Deed’s Office property data, Stats SA releases and advanced statistical techniques to update the key on an annual basis. This year, data was also sourced from Global Insights and GTI to specifically address the lack of data in the informal sector.

These unique updating methodologies ensure that DemProKey provides the most current, comprehensive view of South Africa’s population by income, household numbers, economically active individuals and age. The profile segments population into five major categories and 13 income-specific bands with broad LSM correlation.


Accessing demographic information digitally, through Footprint

DemProKey is a core module of Footprint and an element in many of the automated reports available. Footprint offers an integrated solution to site selection and revenue-potential modelling – bringing together the multiple inputs that are required to determine viability of and green-light new stores, in real-time and at a fraction of the cost of traditional feasibility studies and market analysis for a geographical area.

For further information or a demonstration of Footprint, contact Lightstone at: info@lightstone.co.za.

Please feel free to make comments or raise new issues by emailing the editor
editor@fastmoving.co.za
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Footprint

At the highest level, Footprint(c) will provide a map of selected shopping malls, stores or outlets (e.g., bank branches) across South Africa. At present, we have over 26,000 outlets coded, encompassing over 360 brands. These brands are spread across clothing and footwear, grocery, books, home ware, fast food, restaurants, banks, gyms, hotels, motor dealers and many more.

Mapping of a store or outlet footprint is possible to a very granular level, and information on each store/outlet will be available. Shopping malls will also be plotted and relevant complexes will be visible on the detailed maps. Footprint will function as a central source of information on shopping malls, including information such as the year of development and any subsequent refurbishments, the gross leasable area, the number of parking bays, the latest foot count, and the number of shops as well as a list of shop names. read more
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