Geomarketing in Retail & FMCG: From Global to Local
How Mapidea and its partners are shaping the future of Retail & FMCG using Geospatial Intelligence
In every industry, location has quietly become one of the most powerful competitive assets.
Every sale, every delivery, every campaign, every customer - it all happens somewhere. And yet, only a small share of organizations truly leverage geography as a continuous, strategic variable in their decision-making.
That’s changing fast. Across sectors, awareness of the power of Geospatial Intelligence is rising, and so is the understanding that those who fail to embrace it will quickly fall behind.
Geospatial Intelligence - the fusion of data, geography, and analytics - is no longer an abstract or futuristic capability. It’s here, it’s tangible, and it’s transforming how Retail and FMCG leaders plan, act, and grow.
At Mapidea, together with our partners NielsenIQ, NOS, and LTPlabs, we believe the time to act is now. Our goal is to show how Geospatial Intelligence can be applied immediately - helping organizations make better, faster, and more contextual decisions every day.
That vision took center stage this September through two complementary events: an international webinar and an exclusive Lisbon executive breakfast.
🌍 Taking Geospatial Intelligence Global
On September 18, Mapidea joined NielsenIQ for the global webinar “Boosting Business Value for Retail & FMCG using Geospatial Intelligence.”
With speakers Oliver Pape (NielsenIQ), Miguel Marques (Mapidea), and Pedro Moura (Mapidea), the session gathered an international audience of retail and consumer goods professionals eager to understand how market data meets location intelligence.
Participants saw how NielsenIQ’s Geomarketing datasets - including Purchasing Power, Retail Turnover, Trade Dimensions, and Digital Purchases - combine with Mapidea’s Geospatial Intelligence platform to create a living, continuous view of the market.
Screenshot of the webinar
The webinar showcased how geography, once seen as a static backdrop, now powers:
Market potential analysis and opportunity discovery
Expansion and site selection decisions based on objective, data-driven insights
Hyperlocal product launch planning aligned with regional demand
Omnichannel strategies that connect physical and digital realities
The key takeaway: organizations that embed geography in their analytics gain an enduring edge - turning complexity into clarity and data into impact. You can watch the webinar replay here: NielsenIQ + Mapidea Webinar
Bringing the Conversation Home — the Lisbon Executive Breakfast
One week later, on September 25, that same conversation came to life in Lisbon at the Hub 5G NOS, during the Executive Breakfast “Creating Business Value for Retail & FMCG using Geospatial Intelligence.”
Co-hosted by Mapidea, NOS, NielsenIQ, and LTPlabs, the event gathered senior executives and analytics leaders from leading Retail and FMCG brands in Portugal.
The morning blended strategic vision, practical demos, and open discussion.
Speakers João Ricardo Moreira (NOS), Raquel Carvalho (NielsenIQ), Miguel Marques (Mapidea), João Marques (NOS), Pedro Moura (Mapidea) and Ricardo Oliveira (LTPlabs) illustrated how combining market data, mobility insights, and predictive modeling generates continuous, real-time intelligence that drives measurable business value.
Miguel Marques (Mapidea) showcasing live Retail & FMCG demos
Live demonstrations brought this to life: from store expansion and market share mapping to loyalty optimization, predictive next-best-offer, and campaign targeting.
Moderated by João Marques (NOS), and counting with the participation of Retail and FMCG expert Nuno Netto (Blue Solutions Lab), the panel reinforced that Geospatial Intelligence is not a future vision - it’s an operational reality already changing how data-driven organizations work.
A Shared Vision for Smarter Growth
Both events delivered the same message: Geospatial Intelligence is a present-day capability with exponential potential.
The convergence of market data (NielsenIQ), mobility data (NOS), and predictive models (LTPlabs) within Mapidea’s Geospatial Intelligence platform demonstrates that true competitive advantage comes from seeing business through a geographic lens - continuously, collaboratively, and contextually.
Only 23% of organizations use geography effectively. The other 77% have everything to gain - and not much time to waste. At Mapidea, we’re committed to making Geospatial Intelligence accessible, actionable, and continuous, helping organizations everywhere map the way forward.
If you want to know more about what was discussed at these events and/or explore how Geospatial Intelligence and NielsenIQ data can boost your business, please reach out to us at info@mapidea.com - we’ll be happy to show you how.
