NIQ’s Oliver Pape explains how NIQ’s strategic partnership with Mapidea transforms market and consumer data into powerful, actionable insights. By uniting NIQ’s datasets with Mapidea’s geospatial intelligence platform, clients gain faster, clearer decision-making capabilities—unlocking new opportunities for growth and competitive advantage.

Every couple of years, sales organizations brace for the big territory reorganization: costly consultants, months of meetings, anxious reps, and a shiny “new map” that’s already ageing when it launches. 

At Mapidea, we’ve seen this across industries—and we know there’s a better way. Continuous Sales Territory Optimization uses a geospatial intelligence system to track territory performance in real time, assess the impact of changes, and make small, frequent adjustments collaboratively with the people who know the field best. 

It’s faster, less expensive, and far more effective. Why wait years for the next reorg when you can optimize today? 

Why using geography continuously across your business is essential. Democratizing geospatial intelligence empowers every department to make smarter, faster decisions and unlocks lasting competitive advantage.

A personal letter to BI and data leaders on why geography must become a core dimension in analytics. It's not just a map—it’s the missing link in your data stack.

Combine NielsenIQ’s market data with Mapidea’s geospatial intelligence to empower retail & FMCG teams with continuous, actionable insights driving smarter decisions & growth.

Should you map influence areas using distance or time?
From retail site selection to public service planning, the way you define "reach" matters. In this article, we break down the difference between radial buffers and isochrones—when to use each, and why choosing the right method can dramatically improve the precision of your location-based decisions.

Read now to avoid the most common mistake in spatial analysis.

Discover how combining market intelligence from NielsenIQ with geospatial analytics is helping retailers identify opportunities, outsmart competition, and move faster.

Mapidea partners with NielsenIQ to bring together powerful market data and geospatial intelligence—helping businesses make smarter, location-based decisions.

Explore how homophily—our tendency to bond with similar others—shapes customer behavior and risk. Discover how geospatial analysis of homophily patterns reveals opportunities in marketing, sales, and fraud detection across industries.

Discover how our partnership with IQGEO and Mapidea's geospatial intelligence can help telecom operators find growth opportunities, improve operational efficiency, and drive innovation. Dive into data-driven business cases for network planning, marketing, and more!