Strategic Mapping Introduces Conquest Marketplace Information System 2.0

Conquest for Windows Combines Geodemographic Data Sets with Application
Software Modules for Sales, Marketing Analysis

Santa Clara, Calif., June 12, 1995 -- Strategic Mapping, Inc. (SMI) began
shipping Conquest for Windows 2.0, a major new release of the company's
leading Windows-based marketplace information system.  The software
includes application modules with demographic, business and
industry-specific data sets.  Conquest for Windows features an integrated
data retrieval interface that allows users to access, display and analyze
information from a CD-ROM, hard drive and client/server network.  Conquest
client workstations can operate as standalone systems, or as the client
application tied to a Conquest Spatial Server. (See related
announcements.)

Conquest for Windows 2.0 is designed for marketing, sales and market
research professionals in advertising, media, real estate, retail,
financial services, consumer packaged goods and other industries that need
to retrieve and analyze timely, accurate data for deploying resources and
targeting customers.

Comprehensive Data Selection, Flexible Access

With Conquest, users can select just the information they need from
thousands of variables in SMI's unique demographic, consumer, business and
geographic data sets.  The system includes access to SMI's current year
demographic estimates and five-year projections, 1990 and 1980 Census data
and ClusterPLUS 2000 consumer lifestyles.

Data is available for 14 levels of geography including block group, tract,
MCD, place, county, state, MSA, CMSA and the U.S., as well as Arbitron
ADI, IRI InfoScan, Nielsen DMA and SCANTRACK markets.  The system also
includes boundaries for all geographic levels, a national highways file
and a file of more than 29,000 intersections for latitude and longitude
look-ups.

Numerous additional data sets have been added to the system with version
2.0.

These include:  Market Potential (retail sales estimates); Financial
Registry (financial institution locations and deposit data); WealthWISE
(financial services usage);  Affluence (household net worth/affluence
distributions); Dun's BusinessLine (business location and summary
statistics); NRB Shopping Center locations; RE-COUNT Restaurants; BMI
Physicians (locations and specialty summaries); CAPCrime Vulnerability
Index; Donnelley HouseholdCounts; and Health Care databases including
MDC/DRG Forecasts, Ambulatory Demand and ICD-9 Surgical Procedures.

All Conquest data sets can be integrated with the client's in-house
databases to analyze customer characteristics, determine market
penetration, conduct site evaluation and perform competitive analysis. 
Conquest data is optimized to allow fast, easy integration with SMI's
Atlas GIS desktop mapping software on a network.  Multiple users of Atlas
GIS can simultaneously access Conquest, making it an ideal departmental or
enterprise-wide marketplace information system.

Four Software Applications for Data Display, Reporting and Analysis

Conquest features four software application modules:  Area Analyzer,
Segmentation Analyzer, Atlas GIS and Data Manager.  This modular design
provides users with the data access and analysis tools best suited to
their industry and application.

Site Selection and Market Analysis

The Area Analyzer module provides users with the ability to select and
define their market areas.  Using hierarchical geographic lists, users can
quickly find areas of interest (e.g. the Chicago DMA), or define a 1, 3
and 5 mile radii around an intersection.  Users can then generate any of
Conquest's standard demographic and consumer lifestyle reports, or create
a data table or tabular report combining any of the thousands of data
variables available within the licensed data sets.  A familiar Windows tab
design to the module allows users to switch back and forth among options
for selecting markets, reports and data variables.  Outputs can be
previewed and printed in batch mode or individually. Primary applications
of the Area Analyzer include site, market, trade area and demographic
analyses.

Cluster/Lifestyle Segmentation

Segmentation Analyzer provides users with the ability to understand who
their customers are by lifestyles, product usage and media habits, as well
as gauge market potential for products and services within existing and
new markets. Segmentation Analyzer uses SMI's ClusterPLUS 2000 lifestyle
segmentation system as its foundation.  ClusterPLUS classifies U.S.
neighborhoods into 60 totally unique lifestyle segments based on household
level consumer behavior, economics and demographics.  Segmentation
Analyzer allows users to create and view multiple ClusterPLUS profiles
simultaneously on the screen, create target cluster groups based on unique
criteria and chart and map cluster profiles by concentration, product
usage and market potential.

Spatial Analysis and Presentation Mapping

Conquest provides the complete functionality of Atlas GIS for Windows as
its mapping component.  Features of Atlas GIS include built-in support for
client/server databases, nationwide geocoding by address and ZIP+4,
multiple map and table viewing, street mapping, spatial querying and
precision map display.  Users can define and retrieve boundary files and
data tables from within the mapping module, create trade market models, or
link to Conquest's other application modules allows for easy data
selection and display.

Data Management and Utilities

Data Manager is Conquest's file and data management module.  It features
integrated SQL (Structured Query Language), which enables users to connect
directly to host databases and issue and store queries which can be
processed by virtually any DBMS.  It allows users to import and export
data files; merge, edit and sort data tables; and create custom row/column
reports.  Data Manager is open to accept external data/file imports in a
wide range of formats, including: dBASE III and IV, ASCII, Access, Paradox
and Conquest DOS files.  File exports include dBASE III & IV, ASCII,
Access and Paradox.

Overview of Markets and Applications

-- Retailers and Real Estate developers use Conquest for market and site
analysis, identifying demographic trends, customer spotting and profiling,
assessing market potential for goods and services, determining store mix,
store/center clustering, competitive analysis and strategic planning.

-- Advertising Agencies and Media organizations use Conquest to better
understand consumer purchasing and media behavior, provide account support
and value-added market research services for client campaigns and new
business development and design and implement strategic and tactical
advertising and promotion plans.

-- Consumer Packaged Goods companies use Conquest for understanding
consumer behavior, demographic trending, customer profiling, promotion
planning and evaluation, micro-marketing, category management, BDI/CDI
analysis, market and distribution planning, merchandising strategies and
retailer support programs.

-- Financial Services organizations use Conquest to understand the
demographics, lifestyles and financial behavior of existing and potential
customers, identify cross-selling opportunities among customer bases,
evaluate and select new branch and ATM locations, manage regulatory
compliance (CRA, HMDA, etc.), conduct commercial prospecting and help
identify merger and acquisition opportunities.

Pricing and Availability

Conquest for Windows will begin shipping immediately.  Current Conquest
users are offered a free upgrade to the Windows version. Conquest licenses
are available at national, regional, state and market levels.  Two
versions are available:  Block Group or ZIP Code.  Pricing starts at
$4,500 for an individual market.  National licenses are priced in the
$15,000-$50,000 range (depending on the application modules and data sets
chosen,).  LAN, site, multi-year and multi copy discounts are available.

System Specifications

Recommended system:  An Intel-based 80486 or Pentium PC, 66 MHz (or
higher), 12-16 MB RAM, 200 MB (or larger) hard drive, Super VGA monitor,
double speed CD-ROM player, Windows 3.1 and DOS 6.2.

About Strategic Mapping, Inc.

Founded in 1983, Strategic Mapping, Inc. (SMI) provides products that
enable management decision makers -- in particular, sales and marketing
professionals -- to transform information into answers. SMI offers a
complete range of software tools, demographic and business data sets,
customized content-solutions and specialized analytic and modeling
services.  SMI's Conquest MarketSystem family of databases and software is
used by more than 50,000 organizations, including half of the U.S. Fortune
500, government agencies and research institutions worldwide.  SMI's
customer base has grown in excess of 50% annually through direct sales to
end users, software developers, systems integrators and Value-Added
Resellers.  For more information, contact Strategic Mapping, Inc. at 3135
Kifer Rd., Santa Clara, CA  95051.  Toll-free U.S. telephone: 
800-472-6277.FAX: 408-970-9999. Contact Strategic Mapping's European
headquarters on The Netherlands on +31 30 650936, fax +31 30 650937, write
 Kaap Hoorndreef 54, 3562 AV Utrecht, The Netherlands.

 ============================================================
 From the  'New Product News'  Electronic News Service on....
 AOL (Keyword = New Products) & Delphi (GO COMPUTING PRODUCT)
 ============================================================
 This information was processed from data provided by the 
 company or author mentioned. For additional details, please 
 contact them directly at the address/phone number indicated.
 All trademarks are the property of their respective owners.
 ============================================================
 All submissions for this service should be addressed to:
 BAKER ENTERPRISES,  20 Ferro Dr,  Sewell, NJ  08080  U.S.A.
 Email: RBakerPC (AOL/Delphi), rbakerpc@delphi.com (Internet)
 ============================================================
