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How Business Intelligence and Mapping can Improve Your Business: Customer and Competitive Analysis

How Business Intelligence and Mapping can Improve Your Business: Customer and Competitive Analysis. Monica L. Perry. “Where’s” your Most Critical Strategic Marketing Problem?. Customers Competitors. Customers Competitors. Choosing Deciding. Understanding Knowledge of. Positioning

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How Business Intelligence and Mapping can Improve Your Business: Customer and Competitive Analysis

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  1. How Business Intelligence and Mapping can Improve Your Business:Customer and Competitive Analysis Monica L. Perry

  2. “Where’s” your Most Critical Strategic Marketing Problem? Customers Competitors Customers Competitors Choosing Deciding Understanding Knowledge of Positioning Product Price Place Promotion Target Market Controlling Implementing Customers Competitors Customers Competitors How much do you know about your Customers? Competitors?

  3. Why Location is Critical to Customer Behavior Where Customer Operates, Lives, Works, Plays Needs Attitudes Interests Preferences Behaviors What, Where, When and How Customers Buy Impact and Availability of Competitors

  4. Target Markets: The value of knowing “Where” Customers Competitors Customers Competitors Choosing Deciding Understanding Knowledge of Target Market Geodemographic Segmentation Segment Profiles

  5. Profiling Customers’ Mean Travel Time (by Census Tract for 91711 Zip)

  6. Profiling by Block GroupMen’s Apparel NYC • http://www.mappinganalytics.com/consulting/site-selection.html

  7. Marketing Mix Decisions:The value of knowing “Where” Customers Competitors Customers Competitors Understanding Knowledge of Choosing Deciding Positioning Product Price Place Promotion Target Market Identifying New Market Opportunities: Site Selection, Trade Area Analysis & Sales Management • Geodemographic Segmentation • Estimating Potential and Sales Forecasts • Customer Cloning

  8. Site Market Modeling - Known to Unknown Forecasting, Sales Potential Low Revenue Site Forecast High or Low Revenue? High Revenue Site Use information about known sites to predict performance of proposed sites

  9. Site Market Modeling - Known to Unknown Customer Cloning, Marketing Mix Geo-Customization Low Revenue Site Forecast High or Low Revenue? High Revenue Site Use information about known sites to predict performance of proposed sites

  10. Retail Trade Area Analysis Source: Segal (1998) Retail Trade Area Analysis: Concepts and New Approaches http://www.directionsmag.com/features.php?feature_id=5 Figure 2a. Patronage probability model - theoretical store trade area. Blue – green – yellow – red progression represents zones of increasing patronage probability.

  11. Retail Trade Area Analysis: Drive Time Source: Segal (1998) Retail Trade Area Analysis: Concepts and New Approaches http://www.directionsmag.com/features.php?feature_id=5 Figure 3b. Drive time analysis showing the location of demographic samples. Blue dots = sample within a 10-minute drive. Green dots = sample within 5-mile radius, but outside 10-minute drive time polygon. Red colored dots that fall within the 15-minute drive time polygon represent demographics that would not be included using a traditional 5-mile radius approach

  12. Marketing Mix Decisions:The value of knowing “Where” Customers Competitors Customers Competitors Understanding Knowledge of Choosing Deciding Positioning Product Price Place Promotion Target Market Penetrating Existing Markets: Trade Area Analysis & Sales Management • Which Sites, Territories are Underperforming? Overperforming? • Profiling Customers

  13. Retail Trade Area Analysis • Source: Segal (1998) Retail Trade Area Analysis: Concepts and New Approaches http://www.directionsmag.com/features.php?feature_id=5 Trade area map - revenue concentration by block groups blue – green – yellow – red = progression from low to high revenue.

  14. Marketing Mix Decisions:The value of knowing “Where” Customers Competitors Customers Competitors Understanding Knowledge of Choosing Deciding Positioning Product Price Place Promotion Target Market A few examples…. • Hewlett Packard • BMW Lead Generation Direct Mail • Albertson College Geo-Customized Communication

  15. Some Geo-Customization in Marketing Communications • Hewlett Packard • BMW Lead Generation Direct Mail • Albertson College

  16. HP Direct Email

  17. BMW Lead Generation program • Five levels of customization

  18. The small town location offered different advantages to different students. What creative differences are apparent? What additional geographic variable(s) could be used in deciding which creative to send to prospective students? The right creative:Albertson College

  19. “Where’s” your Most Critical Marketing Problem? Planning Analysis Control Implementation Customers Competitors Customers Competitors Positioning Product Price Place Promotion Target Market Customers Competitors Customers Competitors

  20. What Questions Do You Have?

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