The tool enables retailers, banks and other businesses to display trade areas and then to analyze demographic attributes. In particular, this DSS integrates customer information with current demographic and locational data. For example, Consumer-Facts (tm), offers information about spending patterns of more than 400 products and services in more than 15 major categories, with regional spending patterns incorporated. Further, it provides five-year projections that reflect the impact of dynamic economic and demographic conditions, such as income, employment, population and household changes, on consumer spending that can be integrated with a corporation's own customer information.

This coupling of data and analysis of reports, maps, and graphs, allow decision makers to consider questions of customer segmentation and targeting; market and site evaluation; business-to-business marketing; product distribution strategies; and mergers, acquisitions and competitive analysis. For example, the DSS facilitates consideration of crucial, yet difficult questions such as:

· Who are my best customers and where are they located?

· Which segments respond positively to my marketing campaign?

· How will the addition of a new site impact my existing locations?

· How can I analyze and define my market potential?

· How can I estimate demand for my products and services accurately?

· What impact will an acquisition have on my locations?

· How is the competition impacting my business?