Case Studies
Geographic Information Systems: Using GIS Analysis to Drive Business Decisions (RIM)

Research In Motion (RIM), whose revolutionary BlackBerry™ device had achieved market dominance in the corporate space, was interested in expanding its presence with retail consumers. Instead of spending sales and marketing dollars haphazardly, RIM sought a data-based approach to finding ideal consumers. MarketStar, using a combination of sales inquiry data and a proven Geographic Information Systems (GIS) methodology, developed a coverage model that identified the cities and neighborhoods of RIM’s ideal customers.

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