|Delivering definitive demographics,
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
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: firstname.lastname@example.org.
Please feel free to make comments or raise new issues by
emailing the editor
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
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