Resumo

BRINK, M.P.  e  VAN RENSBURG, A.. An approach to improving marketing campaign effectiveness and customer experience using geospatial analytics. S. Afr. J. Ind. Eng. [online]. 2017, vol.28, n.2, pp.95-108. ISSN 2224-7890.  http://dx.doi.org/10.7166/28-2-1646.

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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