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.

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.

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%.

Context A global entertainment promotion company is seeking to better operationalize its corporate ticket sales in order to achieve an attendance rate close to 100%. Challenge Current ticket sales typically fill between 85% and 95% of the maximum capacity of performance halls, leaving room for improvement. The company aims to identify its most important customer segments and engage them with targeted advertising offers. But how can these segments be identified? Innovation Indicia segmented the company’s corporate customers into three groups based on the number of visits: those who purchased tickets once, twice, or more times (the recurring clients). The analysis revealed that recurring clients were relatively few in number and mostly came from specific sectors, such as law, accounting, consulting, and engineering. Indicia compiled exhaustive lists of these companies for each city where a show would take place in the upcoming year, allowing the internal sales team to contact them in advance and promote the shows, helping to fill a significant portion of the available seats. Results As a result of the study, the company achieved an average attendance rate of 94% for all of its shows in the following year, across more than 30 cities.

Context An investment bank financing a network of dental clinics is looking to acquire new locations to strengthen its presence both in the city and in regional areas. Challenge It is widely recognized that identifying best practices to enhance a network is challenging, as is determining the most effective approach to avoid creating panic among the team in anticipation of an acquisition. Innovation Indicia compiled a comprehensive list of dental clinics, including their physical contact information (e.g., phone number, email address, owner name), details about the number of hygienists and dentists, as well as their specializations. A thorough analysis of this data was conducted to map out the optimal territories for the network of established clinics, identifying areas with low market saturation and the most promising acquisition targets. Based on factors such as team size, specializations, and market location, each clinic was assigned a potential index, enabling a quick ranking of the best opportunities. Ultimately, thanks to the contact information gathered by Indicia, the company was able to approach potential new partners in a personalized and consistent manner, tailored to their expertise, without causing suspicion or fear among their employees. Results Following the study, the investment bank continued its geographic expansion by acquiring seven new clinics, further strengthening its provincial presence.