GapMaps has partnered with Panolytica to deliver an AI-driven consumer segmentation and enrichment dataset called Consumer Compass which is designed to help businesses in Australia better understand who their customers are, where they live, and what drives their decisions.

 

Consumer Compass links address and location data to a comprehensive range of datasets including GapMaps demographics plus lifestyle, socio-economic, retail, media, and technology attributes, delivering 50 proprietary consumer segments across Australia at up to 100x100 metre grid resolution. This high spatial granularity enables precise audience analysis, location intelligence, and data-driven decision-making at national, regional, and local levels.

 

Built by Panolytica using GapMaps’ high-quality demographics data, alongside census data, property data, and other GDPR-compliant data sources, Consumer Compass is designed for scalable commercial use. It supports hyper-personalised marketing, smarter location and network planning, and robust customer and risk management strategies across a wide range of industries.

 

What Makes Consumer Compass Different

• AI-driven segmentation continuously refreshed as models and data sources evolve

• High-resolution grid-level geography at up to 100m x 100m

• Broad attribute coverage spanning lifestyle, affluence, retail, media, mobility, and technology

• Flexible delivery options, including real-time API and large-scale batch processing

• Designed for activation, enabling seamless integration into CRM, CDP, BI, and analytics platforms

• GDPR-compliant data sources, supporting compliant use across commercial workflows

 

Included Attribute Categories

• Demographics & Life Stage

• Age band

• Life stage

• Household composition

• Presence of children

• Employment status

• Education level and social class

• Affluence & Socio-Economic Indicators

• Income estimation

• Property characteristics

• Urbanicity

• Vehicle ownership and transport preferences

 

Primary Use Cases

• Targeted & Personalised Marketing: Deliver more relevant and effective marketing by understanding customer location, life stage, lifestyle preferences, and media engagement. Enable better creative, channel, and timing decisions through granular audience insight.

• Customer Management & Growth: Analyse existing customer bases to identify cross-sell and upsell opportunities, improve retention, and strengthen long-term customer relationships through enriched customer profiles.

• Location & Network Planning: Identify high-potential trade areas, optimise store, branch, or media placement, and reduce wasted investment using detailed, location-based consumer insights.

• Risk & Decision Support: Use aggregated income and spending indicators to support risk segmentation, treatment strategies, and compliance-aligned decisioning across financial and regulated use cases.