Exceed Analysis

Exceed Analysis is a location intelligence company founded over 25 years ago by Gary Warkentine, one of Canada’s leading experts in solving complex economic problems using statistics and economic models. In the mid-1990s he pioneered a new spatial optimization framework for site selection and network planning specifically focused on making sense of consumer shopping choice. This has meant an often-overlooked focus on the nerdy work of market analysis accuracy: resolving supply and demand.

While this framework has its roots in agri-business, Gary and his colleagues have expanded it to include measuring market potential to find the best opportunities for all business verticals with a strong focus on the grocery, finance, soft goods and home improvement sectors.

In 2020 Exceed introduced on online solution called Strata.  Strata is based on decades of experience, research and development capturing the complexity of shopping behaviour and modelling it into a trade area classification system. Strata then brings together and reconciles competitor (supply) and consumer (demand) data to intelligently measure, and accurately predict, market potential for vastly different trade area sizes and competition from coast to coast.

While the competitor data is readily available through list brokers, the consumer data is not as easy to come by.  Exceed put its decades of data modelling experience to work and undertook the modeling of a number of Canadian consumer data products including demographics, spending, wealth and detailed employment with more products on the horizon.  Exceed’s process involves modeling survey data from various levels of geography down to the final Canada Post 6 digit postal code level.

Exceed understands that the limited availability of data at the postal code level creates a debate in Canada about the most appropriate level of detail for data products. Exceed navigates the trade-off between accuracy and detail by estimating data at the most accurate dissemination area DA level. Postal code data at the 6 digit level, which includes household numbers, is then used to distribute the DA level data down to the individual latitude and longitude of each postal code. This ensures that data distribution mirrors the geographical population growth in Canada.

Exceed has made these consumer data products available for companies to license for their own projects and applications with flexible terms.  Exceed has a philosophy of collaboration believing that data and ideas are meant to be shared.  Exceed is excited about its partnership with AGS – two Garys are better than one.