SUMMARY

This bachelor thesis deals with the analysis and evaluation of the possibilities of using geomarketing and geotargeting methods, as well as their spatial data and operations for marketing purposes, specifically on the example of geoinformatics, cartographic and geodetic companies.

Geomarketing and geotargeting methods are marketing tools used for the analysis of spatial data, on the basis of which and on the basis of location they then allow, for example, to determine the target group of customers, the location of the stone shop or optimization of transport routes. This work describes the most important elements of these methods, technologies, softwares, tools and principles that are currently used. The content also includes practical examples of the use of individual methods and analyzes, as well as a description of the geofencing method and a summary of spatial data for geomarketing analyzes.

Furthermore, the work deals with the selection of geoinformatics, cartographic and geodetic companies, which is then evaluated marketing presentation and then conducted a questionnaire survey, the purpose of which was to research the use of geomarketing and geotargeting, as well as the marketing of companies. The next part of the work then illustrates the use of these methods in practice on the example of Google Maps and CleverMaps. It includes a study of companies, as well as a case and demonstration study illustrating the use of geomarketing and geotargeting analyzes.

This bachelor thesis describes the most important elements of the mentioned methods, as well as examines the use of these methods on the example of geoinformatics, cartographic and geodetic companies and illustrates their practical use. The results of the work can be used as a basis for marketing research or the use of geomarketing by geoinformatics companies, as well as as a source of information about geomarketing, geotargeting, geofencing and spatial data used.

In conclusion, the methods have a huge marketing potential and are still evolving, as well as other geomarketing and geotargeting analyzes. More and more companies are using these methods, mainly because of the analysis, tools and software that work with spatial data, providing a much higher return on investment than marketing methods. It can also be stated that these methods replace and in some sectors have surpassed and replaced marketing, such as location analysis or geotargeting tools.