GfK updates maps for all of Europe

GfK’s Europe Edition includes approximately 1,000 digital maps, which reflect the latest regional status and feature numerous new details and regional levels. Due to newly created or dissolved regions as well as boundary adjustments, there have been changes to almost all European countries with the exceptions of Belarus, Bosnia and Herzegovina, Latvia, Malta and Slovenia. The new maps also offer more granularity, especially along coastlines and in cities. With few exceptions, the maps for all countries are available down to the most detailed postcode and administrative levels. GfK’s Geomarketing experts have also released updated 2019 European market data that fits seamlessly with the maps, including GfK Purchasing Power and information on inhabitants and households.

“Precise, up-to-date maps are critical for companies from all sectors, as these are the basis for carrying out geographic analyses, such as planning branch networks and sales territories,” explains Klaus Dittmann, head of cartography in GfK’s Geomarketing solution area. “Governments and postal organizations throughout Europe implement numerous changes each year to improve service and efficiency, ensure adherence to European regulations or address financial needs. We update our maps for Europe annually to give our customers an accurate cartographic basis for carrying out error-free geographic analyses.”

Postcodes are particularly prone to changes due to reforms and continually evolving regional mail volumes. Postcodes are also the means by which companies geocode all of their address-related information, as postcodes exist throughout the world and offer a consistent, unambiguous reference point for geographic analyses. It is therefore important that postcode boundaries are accurate. For example, if the postcode associated with a company site has changed, the turnover values for this location will either be assigned to an incorrect postcode or disappear altogether if the postcode in question has been dissolved.