Business intelligence in a fragmented market

December 19, 2024

Context

A building materials manufacturer wants to understand its accessible market by product type and its pan-Canadian market share by municipality, in order to determine its position within the industry.

Challenge

Since this market is highly fragmented (concrete, wood, masonry, roofing, etc.), finding the necessary data to conduct such an analysis can be complex. In fact, obtaining an estimated market share for a specific product with a high level of local precision is quite challenging.

Innovation

To define the market, Indicia used national housing starts data to identify areas and neighborhoods (dissemination areas) that have experienced significant residential development in recent years. These neighborhoods were categorized based on socio-demographic data from the census to create representative samples of dwellings across different population segments. For each sample, the Indicia team assessed the proportion of materials used in the houses through street-level images. The goal was to accurately replicate the typical housing for each neighborhood and population segment. Each of these typical dwellings was assigned a value based on the price and proportion of the materials used. The representative sample compiled this way was then extrapolated to the national level using the current year's housing starts data, resulting in an accurate estimate of each local market.

Results

This study allowed the company’s management to view its market from a new perspective and had a significant impact on its business decisions. In fact, products that were perceived to be losing momentum were revitalized, while some potential development projects suddenly became less attractive.

Download this case study in PDF format >

Quantify the potential of a specific customer base

20 février 2025

Context An outboard motor manufacturer is looking to quantify the number of potential consumers in North America that may be interested in its products based on where they live. Challenge The company mainly wanted to target customers with a second home near a waterway, since they have a socio-demographic profile that is favorable to the purchase of a boat equipped with an outboard motor. But how do you go about adequately estimating the number of second homes across the continent? Innovation To address this issue, Indicia has developed a methodology based on the overlay and analysis of several different data sources. First, Indicia used the hydrography files to map water bodies in North America in combination with cadastral databases to locate land and buildings corresponding to second homes. This information was then cross-referenced with web extractions of real estate ads of houses and land for sale, allowing the selection criteria to be further refined. Finally, Indicia integrated data from the Canadian and U.S. censuses to isolate only single-family properties with garages. Thanks to this methodology, it has become possible to precisely map and quantify the residences that meet the established criteria. Results Through this in-depth analysis, the company obtained a reliable estimate of the number of potential consumers in North America corresponding to its target market. This data has enabled it to optimise its distribution strategy and define its marketing actions with a high level of precision.

Opening up in a promising new market

20 février 2025

Context A garden furniture manufacturer with a network of distributors and stores is looking to open a retail outlet in a market with potential for future growth. Challenge The main challenge is to guarantee both immediate and future growth, by establishing itself in a rapidly developing area, while minimising the risks associated with poor positioning. Innovation To address this issue, Indicia used a longitudinal database of the last 20 years, making it possible to identify the economic and demographic trends of the targeted region. By combining this data with the use of centrography indices, Indicia was able to locate areas of attraction and anticipate the movements of the population and shopping centres. An analysis of housing starts over the past ten years was also conducted, since it represents a key indicator for identifying areas of high residential growth. In addition, by studying the recent opening of many points of interest such as pharmacies, grocery stores, SAQ stores and discount stores, Indicia was able to identify booming commercial axes. Finally, by combining all these elements, the future urban development could be estimated with an excellent level of accuracy, guaranteeing the company an optimal choice of location for its new point of sale. Results With this rigorous analytical approach, the company selected a strategic location in a fast-growing region, benefiting from increased visibility and access to a specialized clientele.

Customer profiling for targeted advertising

19 décembre 2024

Context A local pet food delivery company is seeking to identify its key customer segments to reduce spendings in its advertising efforts and local product deliveries. Challenge Since approximately 55% of households own a cat or dog, how can we precisely determine which of these households would be interested in a delivery service and would benefit the most from it? Innovation Indicia conducted a customer analysis to identify the main segments that have used the service over the past three years, focusing on recurrence. Three key segments emerged: owners of large breed dogs, busy large families, and elderly owners of small animals. The segments were geolocated using cadastral data on land size (to accommodate large dog breeds), census data on household size (to identify large families), and population age data (to identify elderly individuals). This information was then cross-referenced with pet ownership data to pinpoint the optimal neighborhoods for targeted postal and digital advertising, as well as to create more efficient delivery routes. Results Thanks to the targeted advertising efforts, the company was able to reduce its annual marketing budget by 35%, while increasing its revenues by 7%.