High cost

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Although initially expensive, Geomarketing was always worth what it cost because of its positive effect on market gains.

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After the arrival of Mapfry and its affordable and transparent pricing policy, the other platforms started to charge more reasonable prices.

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Complexity in the operation

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Classic platforms are more oriented to functionality than usability, prioritizing more resources to the detriment of a cohesive logic of use.

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For many analysts, this complexity is justified by allowing for deeper analysis and more personalized insights.

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Well, for this reason, users who master the most complex platforms end up acting in niche markets.

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Dependency on quality data

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Some people think that setting up a geodemographic base is as simple as “going to the IBGE website and getting the data”.

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The representativeness and consistency of these data depends on various geographical, spatial, statistical and demographic treatments.

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In addition, it is necessary to maintain the continuous update of databases to maintain competitiveness.

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All of this requires a constant effort and technological updates for the best delivery of information.

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Geographic Coverage

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Some platforms offer plans with coverage limited to municipalities or states.

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Since Mapfry started offering relevant information in its free plan, which covers the whole of Brazil, this model has been outdated and is tending to end.

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Incorrect analysis

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The importance of data interpretation leads to the hiring of specialists who can guide and qualify other professionals, strengthening the company's analytical capacity.

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