The use of pre-existing data banks for analysing local/micromarkets and optimizing branches' network
The paper describes the development, the structure and the possible contributions of a Data Bank identifying and and characterising in a lot of details numerous Local/Micromarkets. More than 200 autonomous polarisation markets have been defined qualified in terms of Population (size and structure), Professionals, Businesses (size and sector of activity), Housing, attractiveness (popular moves), Income. The resulting data bank is constantly enriched by generating/calculating new variables and/or by acquiring and merging supplementary files (sales of new cars, list of car dealers, banks branches). And it can be used for measuring local market potentials, comparing them to local performance/local clientele, confronting the geographical distributions of demand and offer. Two case stories both related to the markets for financial services are commented, showing which objectives were actually archived.
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