Strengthen your network with a data-driven location strategy


Location. Location. Location... still a decisive factor if you want to successfully and at the same time efficiently reach your target group. For a lot of organisations, drawing out the ideal network is therefore a permanent challenge. Fortunately, new data sources AND artificial intelligence are coming to the rescue. As an expert in location intelligence, artificial intelligence and geodata, GIM developed a unique methodology that cleverly combines new and existing data sources into clear insights.

Whether it is about retail, consumer marketing, hospitals or electric charging infrastructure, thanks to a step-by-step approach you make strategic location choices based on scientifically substantiated insights.

Step 1: a better understanding of your target group

The first step in a strategic location process is matching your target group with their consumer profile. By fine-tuning your address data, we determine the exact location of each address. This allows us to link each contact to one of the 15 GeoType profiles.

Result? A clear picture of the profiles that are best represented in your database, possibly even per product group. With this razor-sharp picture of your ideal client, you can quickly and easily reach similar profiles and immediately know where your blind spots lie.

About GeoType

With GeoType you get to know your target audience better. GeoType is an advanced segmentation model that divides all Belgian households into 15 unique and recognisable consumer profiles. From young families in the green to seniors with urban flair: thanks to GeoType, you discover how they live, work and shop. Up-to-date, reliable and immediately applicable for various applications. Read more about GeoType

Step 2: the ideal network thanks to artificial intelligence

In a second step, we take a closer look at the match between your locations and your profiles. Depending on the situation, we collect all the necessary information from a whole range of reliable data sources, such as  BelmapTomTom and Locatus. Using artificial intelligence, we integrate and combine this information and calculate scores on indicators such as turnover, reach and potential of your network and of each individual branch.

Step 3: detailed location insights per branch

Obviously, you want fine-grained analysis for each location in your network. Using accessibility, travel behaviour, socio-demographic and socio-economic data, we map the catchment area for each branch. This provides a detailed overview of the profiles that are over- and under-represented for each location. In this way, you reveal regional differences in your target group. Moreover, this provides additional insights into numerous parameters such as willingness to travel per profile, the potential of each location and the target group(s) you are currently not sufficiently reaching.

The result: a razor-sharp view of your network

To visualise the analyses, GIM provides a powerful location intelligence tool, which perfectly combines insights from maps and figures. By cleverly combining data from multiple branches, you detect overlaps and blind spots in your network and locate underused potential. This tool gives you a flexible and user-friendly instrument with which you can easily perform a wide range of analyses yourself. Moreover, you create clear business intelligence reports in the blink of an eye.


This data-driven location approach is applied by users from various sectors:

Do you also want to make data-driven decisions about your location strategy? Contact our specialists without obligation.

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    Véronique De Laet

    Véronique De Laet

    Business Line Manager Private Sector at GIM

    +32 16 40 30 39 +32 16 40 30 39

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