Location Analytics for Business by David Z. Beitz

Author:David Z. Beitz
Language: eng
Format: epub
Publisher: Business Expert Press
Published: 2018-07-17T05:40:21+00:00

Marketing

Getting your message to the right people at the right time is very challenging. The Internet has changed forever how and where people consume media and how they communicate. But at the same time, more and more data is available to work with and there are more targeted platforms than ever to reach consumers and or other businesses.

Direct mail: Direct mail is still a powerful marketing tool when done right. Location analytics software can be used to match the message to the right customers. One good example of software that does this well is Esri’s Business Analyst Desktop software. Let’s say that your company just built a very high-end shopping center and you want to help drive traffic and awareness of the new location. To maximize your marketing dollars, you decide to send a shopping bag to 1,000 people instead of mailer to 10,000 people. Those 1,000 people will be targeted using GIS software to isolate the shopping bag shipments only to people who live in the highest income neighborhoods. Another example follows the logic that people generally like to shop at the same places as their neighbors. Let’s say that you open a specialized burger place and you have a point of sale system or app that collects your customer’s location data and amount spent on each transaction. After several months of being open you decide to analyze this data using location analytics software. You geocode the customers and build the trade area based on who spends the most at your restaurant. You then use that trade area to send out mailers with a coupon for coming to check out your restaurant.

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