Actually, Microsoft describes MapPoint 2004 as "business mapping and location-based data visualization software." In simpler terms, by adding demographics to your map, MapPoint attempts to be a sales and marketing tool as well as geographic aid. "It helps you decide where to open a business, figure out who your customer is, or determine how far customers have to travel," Andrew Mackles, Microsoft's MapPoint Group Product Manager said.
Mackles said the biggest improvement over the previous version of MapPoint is the expanded demographic data (the software now has 300 demographic and consumer purchase behavior variables). For example, Mackles points to Microsoft's partnership with Simmons Market Research. Samples of the demographic variables include the following:
- Automotive club membership
- Book/CD purchase
- Casino gambling
- Convenience store usage
- Credit card/department store/home shopping habits
- Insurance plans used
- Investment patterns
- Movie, live theater and concert attendance
- PC usage: connection type, personal banking, online shopping
- Supermarket shopping habits
- Travel, vacations, frequent flyer program participation
- Vehicle ownership and vehicle most likely to purchase
- Yellow pages usage
Microsoft reports that MapPoint's smart tags are designed to recognize geographic information in an Office document. A MapPoint button, added to the toolbar in the Office applications, lets you insert a map and driving directions without leaving an Office application.
You can also install MapPoint on Tablet PCs or notebook PCs so you can take your maps on the road. It ships with Pocket Streets so that maps can be downloaded to Pocket PCs and includes more than 1.4 million business listings to help you locate ATMs, hotels, restaurants and gas stations. MapPoint is GPS-compatible for tracking real-time locations.
MapPoint 2004 has a suggested retail price of $299.
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