1 how business intelligence and mapping can improve your business: customer and competitive analysis...

20
1 How Business Intelligence and Mapping can Improve Your Business: Customer and Competitive Analysis Monica L. Perry

Upload: wilfrid-blaze-lucas

Post on 17-Dec-2015

214 views

Category:

Documents


1 download

TRANSCRIPT

1

How Business Intelligence and Mapping can Improve Your Business:

Customer and Competitive Analysis

Monica L. Perry

2

““Where’s” your Where’s” your Most Critical Strategic Marketing Problem?Most Critical Strategic Marketing Problem?

Implementin

g

Implementin

g

Choosing

ChoosingDeciding

Deciding

Controlling

Controlling

Understanding

Understanding

Knowledge of

Knowledge ofCustomersCustomersCompetitorsCompetitors

PositioningPositioningProductProduct

PricePricePlacePlace

PromotionPromotion

CustomersCustomersCompetitorsCompetitors

CustomersCustomersCompetitorsCompetitors

CustomersCustomersCompetitorsCompetitors

3

Why Location is Critical to Customer BehaviorWhy Location is Critical to Customer Behavior

WhereWhereCustomerCustomerOperates,Operates,

Lives, Lives, Works, PlaysWorks, Plays

WhereWhereCustomerCustomerOperates,Operates,

Lives, Lives, Works, PlaysWorks, Plays

PreferencesBehaviors

AttitudesInterests

Needs

What, Where, When and How Customers BuyWhat, Where, When and How Customers BuyImpact and Availability of CompetitorsImpact and Availability of Competitors

4

Target Markets:Target Markets: The value of knowing “Where” The value of knowing “Where”

Choosing

ChoosingDeciding

DecidingUnders

tanding

Understanding

Knowledge of

Knowledge ofCustomersCustomersCompetitorsCompetitors

CustomersCustomersCompetitorsCompetitors

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:Marketing Mix Decisions:The value of knowing “Where”The value of knowing “Where”

Geodemographic SegmentationEstimating Potential and Sales ForecastsCustomer Cloning

Choosing

ChoosingDeciding

DecidingUnderstanding

Understanding

Knowledge of

Knowledge ofCustomersCustomersCompetitorsCompetitors

PositioningPositioningProductProduct

PricePrice

PlacePlacePromotionPromotion

CustomersCustomersCompetitorsCompetitors

8

Site Market Modeling - Known to Unknown Forecasting, Sales Potential

High Revenue

Site

Low RevenueSite

Use information about known sites to predict performance of proposed sites

ForecastHigh or LowRevenue?

9

Site Market Modeling - Known to Unknown Customer Cloning, Marketing Mix Geo-

Customization

High Revenue

Site

Low RevenueSite

Use information about known sites to predict performance of proposed sites

ForecastHigh or LowRevenue?

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:Marketing Mix Decisions:The value of knowing “Where”The value of knowing “Where”

Which Sites, Territories are Underperforming? Overperforming?Profiling Customers

Choosing

ChoosingDeciding

DecidingUnderstanding

Understanding

Knowledge of

Knowledge ofCustomersCustomersCompetitorsCompetitors

PositioningPositioningProductProduct

PricePrice

PlacePlacePromotionPromotion

CustomersCustomersCompetitorsCompetitors

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 groupsTrade area map - revenue concentration by block groupsblue – green – yellow – red = progression from low to high revenue. blue – green – yellow – red = progression from low to high revenue.

14

Marketing Mix Decisions:Marketing Mix Decisions:The value of knowing “Where”The value of knowing “Where”

Choosing

ChoosingDeciding

DecidingUnderstanding

Understanding

Knowledge of

Knowledge ofCustomersCustomersCompetitorsCompetitors

PositioningPositioningProductProduct

PricePricePlacePlace

PromotionPromotion

CustomersCustomersCompetitorsCompetitors

A few examples….• Hewlett Packard• BMW Lead Generation Direct Mail• Albertson College

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 right creative: Albertson College

• 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?

19

““Where’s” your Where’s” your Most Critical Marketing Problem?Most Critical Marketing Problem?

Implementatio

n

Implementatio

n

Planning

Planning

Control

Control

AnalysisAnalysisCustomersCustomers

CompetitorsCompetitors

PositioningPositioningProductProduct

PricePricePlacePlace

PromotionPromotion

CustomersCustomersCompetitorsCompetitors

CustomersCustomersCompetitorsCompetitors

CustomersCustomersCompetitorsCompetitors

20

What Questions What Questions Do You Have?Do You Have?