Overview

Markers are one of the simplest but most powerful elements in Population Explorer (PopEx). Each marker represents a point on the map — a customer address, store, tower, warehouse, hospital, or any other location you want to analyze. Marker files are the bridge between your own operational data and PopEx’s demographic and geographic insight.

Many teams already maintain lists of locations in spreadsheets or CRMs like Salesforce or HubSpot, or as KML files from Google Earth and GIS software. By importing these as marker files, you can visualize and analyze them within the same environment that contains your population, income, and POI layers.

Whether you’re identifying coverage gaps for telecom infrastructure, visualizing store networks for franchise planning, or mapping relief sites in humanitarian operations, marker files turn static coordinates into actionable intelligence.

Why Markers Matter Across Workflows

Retail and Franchise Networks

• Visualize store or outlet locations across trade areas and compare against population density maps.

• Combine with drive-time or isochrone layers to evaluate which sites have overlapping catchments.

• Assess store clustering or identify underserved zones with strong demographic potential.

Sales Territory Mapping

• Import customer or prospect lists from CRM exports.

• View spatial distribution of accounts by territory, region, or account type.

• Balance workload by comparing markers against population and income potential in each area.

Telecom Infrastructure Planning

• Map towers, small cells, or base stations and overlay with population grids to assess service reach.

• Identify high-demand corridors or unserved clusters based on population and POI concentration.

Humanitarian and Public Service

• Plot aid distribution sites, clinics, shelters, or schools.

• Estimate populations served within defined radii or drive times.

• Evaluate spatial equity — who is being reached, and who is not.

Supported Marker File Formats

Step-by-Step: Importing and Using Marker Files

1. Prepare Your Data: Ensure your file includes addresses or latitude/longitude columns. Optionally add labels or IDs for identification.

2. Create a Folder: In the left drawer, click New → Create Folder and name it descriptively.

3. Import the File: Click Files → Import Markers → and choose your CSV or XLSX file.

4. View and Verify: Check that markers appear correctly on the map and review attributes in the info panel.

5. Group or Filter: Use folders or subfolders to organize markers by type or region.

6. Analyze: Select one or more markers and create a surrounding shape to calculate population, density, and income within a set radius or drive time.

7. Export: Save enriched data as Excel (.xlsx) or KML (.kml) for external use.

Best Practices

• Verify coordinate accuracy and clean address fields before import.

• Keep metadata minimal for faster loading and simpler analysis.

• Group markers logically for clarity.

• Combine with polygons or isochrones for deeper context.

Example Applications

Next Steps

• Importing KML and KMZ Files

• Population Density Map

• Balancing Service Areas with Population

• Calculate Population in a City