At the time of writing, IKEA is about to open a new store in Băneasa. By knowing the equivalent Mosaic Types in, for example, Italy or Spain, they can know precisely where their customers will be coming from even before the store is built.


A health insurance company can find out where their target market is


located - once again, to units of 200 households. An international example from Spain is very interesting: after the Madrid bombing in March 2004, their health authority ran out of blood for transfu- sions. Using the Spanish version of Mosaic, within 24 hours they identified the sort of people who normally donate blood and despatched their blood collec- tion teams to those neighbourhoods which they had not visited previously. As a result, within just days, they were able to replenish their supplies of blood. Conclusions. Mosaic Romania® was created by Geo Strategies and Experian. Experian have 28 years of experience of similar classifications in 26 countries, and Geo Strategies have spent the past 14 years gathering geo- graphic data and making maps of all the roads, streets and alleyways of the villages, communes, towns and cities that house Romania’s population. Geo- graphic data represents 64% of the data input to Mosaic and, together with the census data and the socio-economic interpretation, it represents a huge resource for the country.


It can be used by the government for strategic planning and for target-


ing resources at those most in need. It can be used by property developers to ensure that they build hypermarkets and shopping malls in the most sensible locations. It can be used by medical professionals and pharmacies to ensure that appropriate drugs are deployed to the correct locations. The applications are too numerous to list. What is clear, however, is that geography and the assembly of large


spatial databases will play a progressively more important role in the evolution of Romania’s modern society.


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