01 / YOU TELL US
The market you want to reach
The sectors, organisation types and regions that matter to you. If you'd like to see your coverage, you can also share your existing audience data.
Most organisations know the customers and prospects already in their systems. Far fewer know the organisations that should be there, but aren't.
Audience Mapping is a research service. We identify the relevant organisations in your target market, compare them with the audience you already have, and show you who you're missing and where to focus.
The sectors, organisation types and regions that matter to you. If you'd like to see your coverage, you can also share your existing audience data.
Our team builds the market, checks every organisation fits your brief and compares it with your database.
How big it is, how much of it you reach, who you're missing and where to go next.
Not just "how many records do we have?" but "how much of our market do we reach?" Every finding is built around the commercial decisions you need to make.
How many relevant organisations exist in the market you want to reach.
Which parts of that market already appear in your database, and which don't.
The relevant organisations, sectors and categories you're not currently reaching.
Where relevant organisations are located and where opportunities cluster.
The mix of organisation types, sectors and business categories.
Clearer evidence to prioritise sales, visitor acquisition and your next campaign.
An exhibition serving the UK accountancy sector wanted to understand how much of its relevant exhibitor and visitor market it already reached.
We mapped and qualified accountancy practices within the selected geography, removing adjacent organisations that did not fit the brief. We then compared the result with the organiser's existing records, which showed coverage of around 40% of its target market. That helped the organiser identify missing priority accounts and shaped a bespoke visitor data build.
Illustrative proportions based on the reported project finding within the chosen geography. Coverage does not necessarily mean every unrepresented organisation is suitable for direct outreach.
For the Annual Hospitality Conference, Questex needed a reliable view of finance organisations with evidence of investment activity in the hospitality sector.
We started with private equity, hedge fund management, investment management and asset management firms. Our researchers then looked for evidence of historic or current hospitality involvement, creating a specialised market that could support a targeted contact data build.
Project results supplied by The Data Business. The +45% improvement followed a separate contact data-building project, not Audience Mapping alone.
You tell us what you're trying to achieve. We do the research, the qualification and the analysis, and explain what it means.
You tell us the sectors, organisation types and regions that matter. We turn that into a clear brief, including what's in and what's out.
Our team finds the organisations that fit your brief, using thousands of business categories and open-source information.
Our researchers, supported by AI, remove duplicates and take out anything that doesn't belong.
Share your existing customer, visitor or prospect data and we'll match it against your market. Or skip this step and simply size the market.
Your coverage, the make-up of your market and the significant organisations you're not yet reaching.
Clear priorities for acquisition, audience development and any further data building.
We tailor what you receive to the agreed scope. It can include:
A structured database of the organisations that meet your agreed criteria.
Market totals, broken down by the sectors and organisation types that matter to you.
Where organisations are located and where opportunities cluster.
How much of the market you already reach, and where the gaps are, when you share your existing data.
Clear reporting that shows the shape of your market and the key findings.
Practical next steps for audience growth, acquisition or further data activity.
A useful market map needs context, careful qualification and a definition tailored to your commercial objective.
Provide records, but may not tell you whether the wider target market is represented.
Can deliver valuable insights, but market coverage is often limited by available staff time.
Uncover useful fragments without necessarily creating a deduplicated, qualified view of the market.
We define, discover and qualify the wider market for you, then show how the findings can inform growth.
A list gives you records. Audience Mapping gives you context.
We combine automated discovery and AI-assisted analysis with human review, so commercially important distinctions are never left entirely to software.
We remove repeated organisations, so each one is counted once.
We review classifications against your agreed target market.
Where we can't confidently categorise an organisation, we flag it, review it or leave it out, and tell you.
Many commercial audiences are defined by a specialist business activity, not a broad industry code.
Umap draws on thousands of business categories. Our researchers then refine the results to support complex, niche and cross-sector market definitions.
Audience Mapping is often the starting point for more targeted work. These are related services, not automatically included in a mapping project.
We build relevant contact audiences within your priority organisations.
We fill in missing or incomplete information in your existing records.
We make your current audience data more accurate and usable.
It's a research service. We identify and qualify the organisations in your agreed target market, so you can understand its size and make-up, how much of it you already reach and who you're missing.
A conventional list supplies records. Audience Mapping starts by defining the market itself. We then qualify it and, if you share your existing data, compare the two to show where the gaps are.
Yes. Share your existing customer, prospect, exhibitor or attendee data and we'll compare it against your mapped market.
Together with you. We agree the relevant sectors, business categories, organisation types, geography and any specific inclusions or exclusions before we start.
Yes. We start from thousands of business categories, then our researchers refine the results to define complex or highly specialised markets.
Not as standard. Audience Mapping focuses on organisations and publicly available business information. Named contact sourcing, email validation and related work are separate services.
It depends on the geography, the breadth of categories, complexity and volume. As a general indication, around 90% of our projects are returned within 10 working days, and we confirm the timescale when we scope your project.
You don't need to arrive with a finished data brief. In a market scoping conversation, we'll talk through the sectors, organisations and geographies that matter to you, and what you'd like to understand about your audience.
