Location Intelligence
Knowing where to open isn't intuition. It's data. We tell you exactly which locations maximise your opportunity and which ones don't justify it.
What is location intelligence
Location intelligence — also known as location analytics or applied geomarketing — is the analysis of spatially-aware data to make territory-based business decisions: where to open, where to close, where to concentrate commercial resources, which territories have more potential and which don't justify the investment.
unica360 offers location intelligence services across Europe and LATAM with proprietary 100m-grid microterritorial data.
Data as a basis
We apply geomarketing and geoanalytics to solve the questions that move the most money in an organisation:
where to open
where to close
where to concentrate commercial effort
where potential doesn't justify the investment
Use case studies show how this approach applies sector by sector.
We do it with our own proprietary data — the most granular available for Europe and LATAM — and with prediction models that go beyond geomarketing. We don't just tell you where there's more population, we tell you where the demand that actually justifies the investment is.
Applications
Site selection and network expansion
We identify optimal locations for new points of sale, offices or facilities, modelling potential demand, competition and cannibalisation.
Commercial network optimisation
We detect underperforming outlets, coverage gaps and opportunities to reposition existing networks.
Enrichment for AVM
We contribute environmental context that improves the prediction accuracy of automated valuation models.
Logistics and last mile
We optimise delivery routes and points, combining microterritorial demand with logistics costs.
B2B commercial territories
We design balanced sales territories by potential, not just by administrative boundary.
Street-level geodata. Ready to use.
Our location intelligence analyses draw on microtarget's 200+ indicators at 100m grid level for Europe and LATAM. Demographics, income, mobility, retail supply, neighbourhood typology and tourist presence, among others.
Language franchise expansion
We assessed locations for their franchisees with microterritorial indicators: age distribution, foreign resident population, purchasing power and cannibalisation, as a tool for expansion and franchise teams.
FAQ
What is location intelligence?
Location intelligence is the analysis of geospatial data to make territory-based business decisions: where to open a store, which areas have the most demand potential, how to optimise a commercial network. It's based on adding territorial market data to a company's internal data.
What's the difference between geomarketing and location intelligence?
Traditional geomarketing works with data aggregated by administrative areas (postcode, municipality). Location intelligence works at 100m grid level or even postal address level, with many more variables and predictive capabilities. It's an evolution of geomarketing.
What sectors is location intelligence useful for?
Retail, franchises, real estate, banking, FMCG, logistics, public sector and any organisation making decisions tied to physical locations. unica360 works with clients such as IKEA, CaixaBank, Iberdrola and Unilever across Europe and LATAM.
What data do I need to provide for a site selection project?
The essentials: the locations to assess (or the search area). If you can provide your network's sales history, even better — it helps calibrate the potential model, though it isn't essential. Everything else — demographics, pedestrian and vehicle flows, competition, environment — comes from microtarget's indicators.
Can you assess a single location?
Yes. The project is sized to the case: from a one-off assessment of a single site to the systematic comparison of hundreds of candidate locations or the analysis of an entire network.
What geographic coverage do the analyses have?
Full coverage of Spain with proprietary 100m-grid data. Also Portugal, Italy, France and Mexico, with LATAM coverage expanding (Brazil, Peru).
Where should you open next?
Tell us about it. We'll give you a first assessment with no commitment.