SimplyMap. New York: Geographic Research, Inc. http://geographicresearch.com (accessed July 23, 2007). Pricing available upon request.
SimplyMap is an exquisite solution to frequently asked business reference questions. It combines mapping capabilities with extensive demographic, business, and marketing data that enables novice users to create their own interactive thematic maps and reports using a Web browser. The maps can be exported as high-resolution images for use in reports and presentations, and data can be exported into Microsoft Excel worksheets and Microsoft Word documents. Business applications for this product include target marketing, advertising campaigns, commercial and residential real estate development, retail store site selection, ranking studies, and social and demographic analyses.
Data from the U.S. Census, Bureau of Labor Statistics (BLS), and various other sources can be selected, sorted, and compared across multiple locations. Data partners Easy Analytic Software Inc. (EASI) and Applied Geographic Solutions provide additional data, projections, and estimates as relevant. Geographies include census block groups, census tracts, ZIP codes, cities, counties, states, and the entire United States. Users can define their own geographical areas by combining selected subunits. Each registered user has a workspace with as many as three projects, which can be shared with others.
The standard data package has typical demographic variables: population, age, race, income, ancestry, marital status, housing, employment, and more. Business variables include consumer expenditure, business and employee counts by NAICS codes, consumer price indexes, quality of life, consumer profiles, and market segments. Pricing is based on the number of concurrent users. The standard package, with more than two thousand variables (from the year 2000, current estimates, and five-year projections) starts at $7,995 for two concurrent users and includes remote access. Consortium discounts and small school and small public library discounts are available. Historical census data, as well as two additional data packages, are offered as add-ons.
SimplyMap divides the workspace into two main areas. On the left are Map and Report tabs. On the right is a window to display either a map or a report. The tabs enable users to select specific locations, the geographic unit of analysis, and as many variables as desired. Double-clicking variable names opens a pop-up window with the definition. Maps display a single variable in color-coded units such as counties or cities. A legend shows the numerical ranges corresponding to the colors. Optional landmark layers show cities, highways, and other features. A map toolbar allows users to zoom in and out, pan around, draw boxes around specific locations, and manipulate the map manually. Reports may have multiple variables and multiple locations for comparative analyses and rankings. Variables are grouped in a variety of ways, and they can be flagged for repeated use.
The publisher is open to suggested improvements. Enhancements scheduled for completion in fall 2007 include one-, three-, and five-mile ring studies; additional geographies, including congressional districts, school districts, and voting districts; the ability to upload personal data sets and map lists; and points of interest data, such as businesses, hospitals, restaurants, and other locations. SimplyMap, in partnership with EASI and Mediamark Research, Inc. (MRI), will use data from MRI’s Survey of the American Consumer to provide local estimates of usage and consumption (propensity) for thousands of products and services. This will be offered as an add-on.