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Analysing and processing of geotagged social media

Oleksiak P.

Information Systems in Management

2014

Vol. 3, No. 4

250--260

The use of location based data analysing tools is an important part of geomarketing strategies among entrepreneurs. One of the key elements of interest is social media data shared by the users. This data is analysed both for its content and its location information, the results help to identify trends represented in the researched regions. In order to verify the possibilities of analysing and processing of geotagged social media data, application programming interfaces (APIs) of social networks were examined for their ability to generate reports from the collected data. The first results of using the system have indicated the possibility of collecting and analysing information generated by Twitter users in real time. Trends and geographical distribution in time can be observed. Further research showed that comparing results and further processing was possible.

Rozwiązywanie zadań geomarketingu za pomocą systemów informacji przestrzennej

Eckes K.

Roczniki Geomatyki

2004

T. 2, z. 2

183-190

Market activity takes place in real space and every action and decision should be based on the assumption of the spatial location of actors and objects of this activity. Relations to real space are especially important in such areas of marketing activity as present and potential clients'location analysis, market segmentation, sales planning and promotion, evaluation of the scope of activity of the competition, present and future business objects location analysis. The term geomarketing was accepted. in European countries for the technology of recording, analysing and visualisation of the spatial relations in the market. This term corresponds approximately to the terms used in the USA - business GIS, business geographics and business mapping in marketing. The article describes at the beginning some basic marketing terms and the structure of this activity at the local level (micromarketing), especially oriented to the contact with clients. The author discusses some definitions of the term geomarketing taken from literature and finally proposes the following working definition: Geomarketing is the technology of recording, analysing and visualisation of spatial relations in marketing. The next part of the article contains a survey of typical tasks of geomarketing. The analyses carried out by means of GIS tools like: overlay, buffering, geocoding and geographic network analyses are described. Some analyses may be carried out without assistance of marketing experts some more difficult tasks need such support. The author has mentioned a dozen or so examples of typical maps, which present relations to the space of objects, data and facts. The next chapter contains two examples of geomarketing analyses made by students in their thesis under the author's supervision. The thesis were carried out partly at the AGH University of Science and Technology (Poland) and partly at the University of Hannover (Germany). The aim of the first analysis was to determine the most profitable location of a permanent open filling station with a shop, taking into account six conditions: three of them concerned the market potential of the population, two dealt with looking for market niche and the, last condition was geometric one: the location of filling station should lie no farther than 100 meters from national roads. The results of the analysis are shown in Figure 1 and Figure 2. The aim of the second analysis was to determine a route of a promotion bus for customers of a hypermarket. Two conditions of the task were given. The route was to connect the most populated areas of the present and future customers. The second condition was for the promotion bus to stop at identical bus stops as public bus service. The purchasing power of customers was determined by asking the customers at the cash-desk to give their postal code. This information allows to determine spatial relations of the customers. The results of the analysis are shown in Figure 3 and 4. In final remarks the author concludes that problems described in the article have practical and theoretic aspects. The development of GIS technology in the geomarketing applications in Poland can increase the number of work offers and may be a further promotion of GIS. From the theoretical point of view there is a need to solve terminology problems, and to adapt the geomarketing technology to the specific economy of the country which is still at the transition stage. The author also proposes to undertake theoretical research on geomarketing and expresses opinion that the expert systems may be applied in the spatial analyses.