An approach to improving marketing campaign effectiveness and customer experience using geospatial analytics

Brink, Michael Philippus ; Van Rensburg, Antonie (2017)

CITATION: Brink, M. P. & Van Rensburg, A. 2017. An approach to improving marketing campaign effectiveness and customer experience using geospatial analytics. South African Journal of Industrial Engineering, 28(2):95-108, doi:10.7166/28-2-1646.

The original publication is available at http://sajie.journals.ac.za

Article

ENGLISH ABSTRACT: This article discusses a case study in which a South African furniture and household goods retailer wishes to improve its marketing campaigns by employing location-based marketing insights, and also to prioritise customer satisfaction. This paper presents two methods used in an exploratory exercise with the aim of improving the retailer’s business in these ways. The methods of customer profiling and identifying geographical customer clusters summarise how the retailer’s strategic marketing strategies and customer experience can be improved. The methods presented in this article rely on the use of spatial data to solve the business problems.

AFRIKAANSE OPSOMMING: Hierdie artikel bespreek ’n gevallestudie waarin ’n Suid-Afrikaanse meubel-en-huishoudelike goedere handelaar beoog om hul bemarkingsveldtogte te verbeter deur plek–gebaseerde bemarkingsinsigte, en verder, om kliënt-tevredenheid te prioriteseer. Hierdie artikel stel twee metodes voor, wat toegepas word in ’n verkennende oefening met die doel om die kleinhandelaar se besigheid te verbeter. Die skepping van kliënteprofiele en die identifikasie van geografiese-gebaseerde kliëntebondels wys hoe die kleinhandelaar se bemarkingstrategië en kliënt-tevredenheid verbeter kan word. Die metodes in hierdie artikel maak gebruik van ruimtelike data om die kleinhandelaar se besigheidsprobleme op te los.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/102272
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