Manufacturers of landscape, hardscape and irrigation products, landscape architecture firms and landscaping companies have a powerful new tool to boost marketing ROI and grow sales. OmniEarth, Inc., an Earth analytics and information company, introduced Yardographics. Powered by the OmniParcels database, which analyzes and classifies land cover from satellite and aerial imagery, Yardographics identify, categorize and analyze property attributes and landscape features within geographic areas.
“Anyone marketing or delivering green industry products and services can now zero in on their potential customers with greater precision,” said Jonathan Fentkze, co-founder and chief operating officer, OmniEarth, Inc. “If you use demographic data to target areas for marketing and advertising, Yardographics refines your view with comparative information on outdoor spaces.”
Yardographics provide a much more complete picture of geographic areas than demographics alone. For example, demographics reveal that the populations of Arlington and Fairfax Counties in Virginia are similar in terms of age, race, income, and education. Yardographics reveal the critical fact that residents of Fairfax are four times more likely to have single-family homes with yards than people who live in Arlington. Thus, Yardographics help green industry manufacturers and professionals make the most of marketing budgets by supporting pinpoint targeting of tactics such as direct mail and local advertising.
OmniEarth’s team of data scientists and remote sensing experts apply a set of proprietary algorithms to combine aerial and satellite imagery with other geospatial data to determine the existence, size and shape of property and landscape features on areas of land. Yardographics identify and quantify the footprints of buildings, impervious surfaces and turf and locate features such as pools, decks and solar panels.
Landscape and Irrigation magazine recently asked the experts at OmniEarth about Yardographics. Their responses are as follows:
How does it work?
OmniEarth is building a nationwide database of property attributes, which identify and define the existence, size, and shape of features on areas of land. It is the foundation of our products, including Yardographics. Using proprietary classification algorithms we have developed, the attributes are automatically derived from satellite and aerial imagery. OmniParcels attributes include turf area, tree and shrub area, pool presence and area, impervious surface areas, and solar panel existence.
Yardographics is a family of products powered by the OmniParcels database. It is targeted toward manufacturers of landscape, hardscape and irrigation products and the landscape companies and contractors that install and service those products.
For example, we provide Yardographics Customer Characterization (YCC) analyses for clients to help them better understand their current customers and target new ones. They provide us with a customer list. We build out custom models that identify the salient attributes of their existing customers’ properties and then identify prospects with similar property attributes. YCC shows our clients where they are likely to find new customers based on the landscape and hardscape characteristics of their existing customers. We deliver a target list of addresses.
The Residential Turf Index is another of our first Yardographics offerings. We have sampled various areas to determine the existence of single-family homes with yards across designated areas (county, Nielsen DMA). The index represents a probability that a given area has large numbers of single-family homes with yards. Our clients use the information to better target their marketing efforts by focusing on areas where more customers are likely to live (based not just on demographics but also on landscape and hardscape features and attributes).
How do landscape professionals utilize this? Is it a product or a service?
It depends. We do offer services on subscription basis, with access via the web, download, and API.
YCC is delivered as a single database or via an online map interface. It can be purchased as a one-off or with an ongoing subscription.
The Turf Index is a single database PDF map sold as an individual data download.
Does it drill down to the individual property level, and what is the benefit of that to the landscape professional?
The Residential Turf Index is aggregated across counties and Nielsen DMAs. We are also working to provide the same information based on various types of boundaries.
In addition, our clients can have online access (via browser-based map tools and downloadable databases) to individual yard land classifications. The benefit is unmatched detail on the property attributes of their potential customers.
The Residential Turf Index helps large landscapers, irrigation companies, and manufacturers target their valuable marketing dollars by showing them geographic areas where their likely customers reside. When we get to individual property attributes, the information enables precise targeting of neighborhoods and sections of neighborhoods for mailers, door hangers, etc. In sum, it is all about focusing marketing resources on areas where the demographics and Yardographics (property features and attributes) are most likely to yield new customers.
What is proprietary with this offering? Couldn’t they just look at the residential areas in their local region on Google Earth?
The combination of different attributes and data sources used to create the Turf Index is proprietary. Someone could look at Google Earth or Bing Maps to get a general idea of property characteristics. However, imagery in Google and Bing are not frequently updated, and there is no guarantee the imagery is current. We work with our satellite and aerial imagery partners to update most areas in the U.S. up to 12 times a year, so our clients are always working data derived with the latest imagery available.
Significantly, the analysis of the data we produce is the key. In other word, with Google Earth or Bing Maps, you get images. With Yardographics, you get analyzed data and comparative information.
Finally, our products are fully automated, so our customers are not required to draw boundaries on top of Google imagery, saving them valuable time.