New data visualisation tool allows brands go hyper-local

The tool, called Hudlr, pulls data from the records of over 20 million financially active South Africans and geo-maps it to provide a unique and intimate view of your entire business network and the markets that surround it. The information is drawn from a database created and maintained by 3-Way Marketing.

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"With the surge in highly targeted marketing campaigns, it is now more essential than ever before for businesses to understand the micro detail of their markets," says Grant Shippey, CEO of Amorphous. "Hudlr allows for detailed insights from real aggregated demographic data to create actionable business strategies."

There are a number of products and sources that, when used together can provide similar insights, but Hudlr alone provides this accessible and consolidated view - taking the legwork out of research. "Setting the system up with all the client's data requirements is far quicker than any traditional research method. After which the interface is live with data that is updated quarterly," says Shippey.

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The Hudlr data is extremely accurate, differentiating between different locations in the same general area. Traditionally statistics for Sandton would aggregate demographics for all people living in the Sandton area which stretches from Fourways to Alexandra - where the demographics are in fact very different. "Opening a shop or carrying out a promotion relies on having accurate data on the people who will see and interact withit," says Shippey. "Hudlr gives you the information you need to ensure that you're talking to the right people in the right place."

For instance, a retailer could assess the languages in the area immediately surrounding a store when planning what messaging to use or a restaurant chain could identify the number of students in an area and promote their new value deal via SMS or email.

Hudlr is available on a number of different platforms including an online geo-mapped environment, interactive applications for mobile and tablets, and offline reports. "We've designed it to make things easy for users no matter their role within an organisation - in the information it provides, in the way that the information is presented and in allowing you to access it from the platform of your choice."

Some key features of Hudlr:

Explore the exact demographics of a near-limitless number of locations around South Africa: Be they current places of business, areas of interest or even the locations of your competitors.

Heads-up display: All data is displayed in simple, easy-to-navigate, visual representations on top of ac satellite and street views.

Advanced search functionality: Allowing you to explore, filter and sort data segments to reveal insights in your business.

The award-winning Roambi app brings Hudlr to life on iPads and iPhones, providing deep data analytical functionality.

Real aggregated demographic data: Allowing you to rapidly formulate and test hypotheses around your business in a given radius of any location you specify.

Communicate directly with your hyper-localised market segments: You can contact your chosen audience by SMS/MMS and email.

Multiple opportunities for insight, intelligence and growth through the business.

"With this kind of information at your fingertips, the guesswork is taken out of strategy," says Shippey. "We're confident that it will make a difference to your campaigns as well as to the outcomes of any informed business actions that you take."