This video outlines how to use consumer insight to drive marketing results, drawing on data exploration, consumer profiling, modelling and evaluation.
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Consumer Data & Insights
Geo Strategies has substantial experience of assisting both international and Romanian customers understand big data and implement GIS and marketing solutions.
Data is at the heart of any successful business strategy
Customers are becoming ever-more savvy and demanding and understanding how and why they behave has become ever-more complex. The balance of power has shifted inexorably towards the consumer and this shift, coupled with unprecedented choice means that customer loyalty can no longer be taken for granted. New marketing channels such as social, mobile and interactive TV have given marketers more choice about how and when they speak to customers and prospects, but at the same time it’s becoming increasingly challenging for marketers to break through this noise.
The challenge has become “how do you cut through this information overload and engage with each and every customer in a relevant, timely and effective manner?”
In our experience it all begins with the data. Knowing where your existing customers live unlocks the power contained within your own databases. Combined with external knowledge e.g. from Mosaic, this helps identify their stereotype behaviour and enrich your own information on every individual customer. In turn, it helps you identify where similar high-value customers live so that you can target future marketing campaigns.
Smart marketers have turned to new customer analytics and ‘big data’ applications to enable them to pull together insight from multiple data sources such as social media, transactional data and email to develop a 360 degree of the customer. This rich insight enables them to customise offers, optimise marketing performance and deliver unprecedented levels of customer engagement.
Big Data & Insights
Geo Strategies specialises in the organisation and structuring of Big Data to help companies understand their customers.
Understanding your customer
There i
s a huge difference between Big Data and the Right Data.
Thanks to modern technology organisations have access to huge quantities of data about their customers.
However, this is useless unless it is combined and filtered. What everybody requires is relevant, timely and actionable information about prospects and customers.
There are four basic sources of data:
Transactional
Sales data, basket analysis, product purchases, usage, payment behaviours
Demographic
Lifestyle, life stage, age, gender, household income
Psychographic
Attitudes, sentiments, peer reviews, needs, brand perceptions
Behavioural
Search, sites used, e-mail clicks, content viewed
In particular, behavioural data is beginning to swamp organisations with the ever-increasing use of social media.
The holy grail for all organisations is the Single Customer View (SCV). This is possible within e.g. a bank or insurance company where customers may have multiple accounts but, more typically, it is only possible to combine external data with internal data at a household or address level.
Geo Strategies can assist in six areas:
- With demographic data based on Mosaic for Romania. This anonymised data covers every single household in Romania.
- With psychographic data based on Lifestyle data which includes information on shopping preferences, attitudes and similar.
- By cleansing and de-duplicating contact data as the first step towards a SCV
- By standardising and geocoding addresses so that they can be located on a map
- With data collected as a result of using the Experian Cross Channel Marketing Platform (EECMP).
- By combining and filtering data using BI tools.
In all cases, these services can be provided as products or carried out in-house.
See also –
Best Practice
Papers from Geo Strategies which can be downloaded for reference purposes.
Consumer & spatial analytics, GIS, maps and databases
- Better Customer Experience
- The art of Customer Profiling
- Catchment Report
- Catchment Report-M
- Mosaic – How will you use it
- Understanding Mosaic and Micromarketer
- Marketing Success in a Slowdown
- Fix Customer Retention Issues (Leaky Bucket)
- Consumer Insight
- Effective Segmentation
- Retail Retention
- How Demographic Classifications are Built
- Emerging Consumer Values
- Mosaic – cum o sa-l folositi [RO]
- Analiza consumatorului si a spatiului [RO]
- Ce reprezinta Mosaic si Micromarketer [RO]
- Marketing cu succes Țn timpuri mai dificile [RO]
- Galeata cu gauri (Leaky Bucket) [RO]
- Mosaic si banul public [RO]
Data Quality
- Big Data for Dummies
- Contact Data Quality
- Industrial-strength Geocoding
- Calitatea datelor de contact [RO]
Cross-channel Marketing & Marketing Services
- Cross-Channel Imperative
- One Client One Image One Vision
- Social Data
- Cross-Channel-Marketing
- Marketing Assessment Guide
- Big Data
- Ghid Evaluare SMART Marketing [RO]
- Date din Social Media [RO]
- Cross-Channel-Marketing [RO]
- Big Data [RO]
Case Studies
GIS Consultancy
Geo Strategies supports customers with their specialist GIS needs. These range from modest requirements for site evaluation to network planning and substantial investigations as part of the due diligence process.
Driven by customer needs and focused on delivering business results
Geo Strategies provides a wide range of consultancy and local support in GIS systems, data analysis and management, retail planning and optimisation, consumer insight and location-based decision-making.
Together with Experian, we provide a further range of consultancy (national and cross-border) in economics, real estate, market research, and the public sector.
GIS Analysis & Systems
Geo Strategies offers consultancy and support to customers, from scoping requirements and specifications, to delivering fully fledged systems for use on desktop PCs or networked, web-enabled infrastructures. All delivered together with maintenance, support and training in the local language, together with applications consultancy.
Data Management
Geo Strategies works closely with customers to refine their data management strategies. Identifying spatial and behavioural correlations can help identify quick wins. Once these are communicated internally, they often result in major improvements in business performance.
Data Mining & Analysis
Large datasets are all-too-often repositories of valuable information hidden within their midst. Data mining, especially when combined with a behavioural element, can unlock valuable insight and support for personalised communication.
Retail Planning
Geo Strategies provides catchment analysis and modelling in support of many retailers in Romania for planning their networks, forecasting sales and managing their relationships with existing customers and also to target new ones.
Using our extensive specialist data and local expertise, we develop models of trading areas, expenditure patterns and market size based on a detailed knowledge of the market structure in the catchment area of current or prospective outlets.
Geo Strategies also works with customers to interpret footfall figures; these are an important Key Performance Indicator which also combined with other KPIs, such as sales data, to provide management information capable of helping to drive improved productivity from both shoppers and staff.
KPIs are used as a basis for planning, running and organising stores, also to understand strategic or tactical market opportunities, and to optimise the number of customers who visit the stores.
Marketing Services
Geo Strategies carries out both strategic and tactical marketing projects in Romania based on the comprehensive suite of data maintained.
Target and engage your customers with marketing data and analysis
Geo Strategies works with organisations across industries and government to help inform decisions based on location and demographics.
The company maintains extensive information products for Central & Eastern Europe which enable the user to analyse, profile and map the social and economic characteristics of areas – typically down to postcode level.
Market planning and consumer insight are under-pinned by a world-leading consumer segmentation and predictive modelling systems.
Geo Strategies has a long-term association with, and experience of Romania where they have spearheaded innovation in geo-spatial applications since 1993. The portfolio of product and services, together with global partnerships underpins services to organisations in nearly 30 countries world-wide.
Please download our Data and Services Catalogue for further information. Also see publications, papers and press comments, listed under the Resources tab.
A helpful video, The Four Step Guide to Consumer Insight can be found in the Resources section under Videos.
Videos
Videos from Geo Strategies featuring their products and their services which can be downloaded.
From time-to-time we release slide-shows and videos illustrating the benefits and uses of our various products and services.
Current videos include:
This video illustrates the 45 Mosaic Types in terms of their Demography, the Environment in which they live, their Household Economy, their Consumer Values, their Consumption Patterns and their predicted ‘Change Path’.
4-Step Guide to using Consumer Insight
This video outlines how to use consumer insight to drive marketing results, drawing on data exploration, consumer profiling, modelling and evaluation.
To learn more about cross-channel marketing and how you can reach audiences just like Lucy, then watch Lucy or take a look at Cross Channel Marketing on this web site.
Today’s connected customers are a complicated bunch – discover Smarter Marketing approaches that deliver great customer engagement and effective campaigns. So, take a look at Alex and also look at Marketing Services on this web site.
Papers
Data and Services
Mosaic Romania
- Mosaic – How will you use it
- Marketing Success in a Slowdown
- Fix your Customer Retention Issues
- Consumer Insight
- Effective Segmentation
- Retail Retention
- Understanding Mosaic & Micromarketer
- How Geodemographic Classifications Are Built
- Consumer Values
- Mosaic for Pensions
- Mosaic for Elections
- Retail Case Study (Micromarketer)
- Mosaic – cum o sa-l folositi
- Cross Channel Marketing Platform [RO]
- Calitatea Datelor de Adresa [RO]
- Mosaic si banul public [RO]
- Management sanitar-1 [RO]
- Management sanitar-2 [RO]
- Succes in Marketing in Timpuri Dificile [RO]
- Pastrarea si Maximizarea Valorii Clientilor [RO]
- Ce reprezinta Mosaic & Micromarketer [RO]
- Analiza consumatorului si a spatiului [RO]
Introduction
Geo Strategies works with organisations across industries and government to help inform decisions based on location and demographics.
We have created extensive information products for Central & Eastern Europe which enable the user to analyse, profile and map the social and economic characteristics of areas – typically down to postcode level.
Our market planning and consumer insight are under-pinned by a world-leading consumer segmentation and predictive modelling systems.
We have a long-term association and experience of Romania where we have spearheaded innovation in geo-spatial applications since 1993. Our product and services portfolio together with our global partnerships enable us to serve organisations in nearly 30 countries world-wide.
Please download our Data & Services Catalogue for further information.
Data & Services
Geo Strategies works with organisations across industries and government to help inform decisions based on location and demographics.
We have created extensive information products for Central & Eastern Europe which enable the user to analyse, profile and map the social and economic characteristics of areas – typically down to postcode level.
Our market planning and consumer insight are under-pinned by a world-leading consumer segmentation and predictive modelling systems.
We have a long-term association and experience of Romania where we have spearheaded innovation in geo-spatial applications since 1993. Our product and services portfolio together with our global partnerships enable us to serve organisations in nearly 30 countries world-wide.
Please download our Data and Services Catalogue for further information. Also see our publications, papers and press comments, listed under the Resources tab.
Our video, The Four Step Guide to Consumer Insight can be found under the Resources section here.