Browsing by Author "Van Rensburg, Antonie"

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    An approach to improving marketing campaign effectiveness and customer experience using geospatial analytics
    (Southern African Institute for Industrial Engineering, 2017) Brink, Michael Philippus; Van Rensburg, Antonie
    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.
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    An engineering approach to an integrated value proposition design framework
    (SAIIE, 2015) Van der Merwe, Carmen; Van Rensburg, Antonie; Schutte, Cornelius S. L.
    Numerous problems with product quality and time-to-market launches can be traced back to how the product lifecycle process is managed within the organisation. This article provides insight into how an integrated value proposition design framework shifts product lifecycle management from a product-centric view to a customer-centric view, through the use of good engineering practices as found in the systems engineering discipline. Combining this with methods and tools such as the Refined Kano model, Blue Ocean strategy, and the Generalised Bass model enables the organisation to enhance product and service quality while reducing the time-to-market for new value proposition launches.