Search Results for: Consumer insight

Geo Strategies provides GIS, data and marketing services for Romania. This includes mapping, geo-demographic and economic information, GIS software, analytical services.

Innovation, pioneering and resilience in an ever-changing world

Geo Strategies provides a full suite of GIS and marketing data and services for Romania. This includes comprehensive digital mapping, up-to-date demographic and economic information, population counts and business databases.

Geo Strategies supplies and supports general GIS software, dedicated and fully integrated marketing software, software for data mining and analytics and also cloud software for cross-channel digital marketing (Facebook, Twitter, etc.) anywhere in the world.

Consumer & spatial analysis

Mosaic segmentations

Post hoc segmentations

Custom data modelling

GIS, maps & databases

Granular local data

Insight

Data Quality

Address cleansing

Data integration

Geocoding

Data mining

Cross channel marketing

Software & data services

Consultancy & training

All products and data are also available in the form of consultancy &/or services for data quality, geocoding, location analysis, network optimisation and economic evaluation.

Geo Strategies assists clients to achieve a single customer view (SCV) from multiple datasets.

Actionable insight provides competitive advantage

A single customer view (SCV) is a readily accessible summary of customer relationships across different products, brands, channels or businesses, driven by a unique identifier which enable consistent linkages across Big Data.

An SCV has considerable benefits:

• It improves knowledge of customer behaviour over time to optimise acquisition, cross-sell and retention strategies
• It helps align marketing spend with customer value
• Targets advertising spend with customer profiles

A single customer view results in –

• Efficiencies through reduced wastage for duplicate contracts
• Improved customer service experience as they are recognised as individuals
• Increased engagement with web and e-mails through personalisation of content
• Greater automation of decisions based on trigger events

According to Jack Welch – the former CEO of GE:

“There are only two sources of competitive advantage: the ability to learn more about customers faster than the competition, and the ability to turn that learning into action faster than the competition”.

Geo Strategies maintains comprehensive and up-to-date databases of information that can be linked to customer data to derive marketing insight.

Data driven brand marketing

Geo Strategies maintains significant databases of brand information. These include –

Modern retail

Banking

Insurance

Media

Communications

Automotive (Vehicles and fuel)

Household goods

IT

Food

Shopping habits (Attitudes)

The combination of e.g. POS data or exit polls, when put together with the various retail databases including demographic data (Mosaic) and Lifestyle information, provide invaluable insight into who is actually spending money in a particular area and, more especially, where and on what else they are likely to shop. This is equally true for a bank, a supermarket, a telecom provider, an automotive dealer or for an insurance company.  Indeed, it also applies to private medicine, private universities and schools.

The overall aim of any organisation is to increase their ‘share of wallet’ (Cosul de cumparaturi) so the more they understand about their customers – where else they shop, their attitudes and their wealth – then the better they will be prepared to tailor both their message and any offers.

“Birds of a feather shop together” (“Cine se aseamÇŽnÇŽ se adunÇŽ”): this is abundantly clear in any shopping mall, on any day of the week. The external data is available for correlation with your internal data to make sure they shop with you!

Purchasing Power for Romania divided by socio-demographic status, region and county including both the formal and informal economy.

Understand where the money really is

Wealth Indicators from Geo Strategies are based on both the formal economy and the informal economy and take account of coupons and other sources of earnings.

This is particularly important for Romania as the informal economy (black and grey money) is the largest in Europe as a percentage of GDP and is spread unevenly across the population.

Geo Strategies’ Wealth Indicators are based on 45 sub-divisions of the population by demographic type and, for each sub-division, they also reflect the varying earning power – and hence wealth – of similar types of people and occupations from one county to the next. All data is linked to the official data on earnings and the geographic variations.

It highlights the increasing levels of disposable income (or spending power) amongst Romania’s emerging middle class and also the rather high earnings (not always recorded!) of many skilled artisans.

Mosaic Global is a single, consistent classification that provides insight into the demographics, lifestyles and behaviours of 880 million people from the world’s population.

Actionable segments for global businesses

Mosaic Global is a consistent segmentation system that covers over 500 million of the world’s households. It is based on a simple proposition that the world’s cities share common patterns of residential segregation: each has their ghettos of Metropolitan Strugglers, suburbs of Career and Family and communities of Sophisticated Singles. In terms of their values and lifestyles each type of neighbourhood displays strong similarities in whichever country it is found. Using local data from 26 countries and statistical methods, Experian has identified 10 distinct types of residential neighbourhood, each with a distinctive set of values, motivations and consumer preferences, which can be found in each of the countries.

For each Mosaic type in each country, the Index value for each of these variables (or close matching proxies) were extracted from the database that was used to create the national Mosaic classification system.  The Index shows how the variable compares with all the other types in that country – not in the world or in the countries for which Mosaic classifications have been built.

Geo Strategies undertakes demographic, attitudinal, behavioural, health and wealth segmentations of the Romanian population and elsewhere in CEE.

Discriminate customers to target them in a more relevant manner

Consumer classifications or segmentations provide a simple method of accessing the wealth of demographic, lifestyle and behavioural information by classifying consumers into a single, homogeneous code.

Useful segmentations strike a balance between those having a large number of categories and those with only a few categories. Too many result in “noise” i.e. data which fluctuates wildly; too few means that the stereotypes are too “averaged” and become meaningless.

There are two basic approaches to a segmentation – a priori and post-hoc.

A priori segmentations start from an assumption of meaningful categories (gender, age, ethnicity, life-stage, education, employment – or some combination) and then attach attributes to these categories from an analysis of the available data.

Post-hoc segmentations do exactly the opposite: they start with the data and use various data-mining techniques to establish the categories. Once this has been achieved, the categories (and data) are examined in depth to understand the underlying meaning – what is it about those categories that make them significantly different?

At Geo Strategies we specialise in post-hoc segmentations as we believe that these provide true insight into the market or group of people &/or behaviours of concern.

Every organisation has a number of customer-based problems to address. Whether the concern is for customer acquisition, customer retention, up-sell, cross-sell, churn or risk, a well thought-through approach to segmentation will yield benefits far beyond the investment involved.

The list below itemises some approaches:

Socio and geo-demographic segmentation

Where people live, their age, culture, household composition, behaviour, employment, finances and lifestyle extrapolations.

Value segmentation

Current value, potential value, lifetime value, value deciles, contribution.

Behavioural segmentation

Transactional data collected on how customers use products and services, including credit risk.

Attitudinal & needs

Core values, needs and reasons customers use products and services, usually identified through market research.

Preference segmentation

The channels, privacy and relationship people prefer.

Customer state segmentation

Time-based segments, showing a customer’s position in an event, process or relationship cycle.

Ephemeral segmentation

Segments in real-time to take advantage of fleeting opportunities.

 Segmentations and market research

Many companies rush into segmentation by starting with market research. Customers and prospective customers are asked what they want, need and do, and the research project then builds segmentation models.

In our approach market research still has a key role to play; just a different one and at a later stage in the process. Use the initial analysis to define the customer segments to be researched and the  reasons why. Then create a brief for market research and carry out the research based on the data-driven segments, ensuring at each stage that the outputs will be actionable.

Geo Strategies carry out a variety of network planning and optimisation projects in both Romania and CEE. This work is based on comprehensive data resources maintained by the company.

Using market analysis to expand your business and loyalise customers

Geo Strategies has carried out a number of network planning studies for Romania resulting in significant increases in efficiency and productivity for the organisations concerned.

Network Planning brings together all the key elements of spatial, geographic and analytical techniques: it relies on a wide variety of databases, excellent mapping, geographic and demographic insight and a wide range of statistical, analytical and modelling techniques. And, indeed, experience in using them!

Our approach is based on understanding the geographical interaction between consumers and retail channels. By linking together our consumer, local area and industry datasets, together with our cutting edge modelling expertise and our market intelligence software, we can help you take an objective view of your markets and retail networks.

We can help you assess and improve sales performance and market share by location.

Some key consultancy projects are listed below but the possibilities are endless so please contact us and speak to an expert about your specific requirements.

• Catchment evaluation and overlap analysis
• Drive-time and distance profiling
• Market sizing and demand/spend estimation
• Customer segmentation and profiling
• Sales and market share analysis
• Territory planning and optimisation
• Retail market definition and trade area analysis
• Site selection and location planning
• Footfall predictions
• Retail channel distribution roadmaps
• Retail centre definitions within cities
• Network optimisation and scenario modelling
• Prospect targeting and media planning

A number of these application areas are described in the Press Releases section.

It should also be noted that the list above is mainly based on commercial studies but it applies equally to e.g. hospital services (e.g. see Management sanitar-1), emergency services and crime profiling and analysis.

Geo Strategies has received excellent testimonials and words of thanks from prestigious organisations across industries and throughout the world.

What our customers say…

Here are some of the nice things that customers and collaborators have said about Geo Strategies’ work.

“Due to the services provided by Geo Strategies Romtelecom enhanced its communication internally and the effectiveness of the decision-making process, which is crucial for the company in this fast-moving market.”

Daniela Hariuc, Geo-Marketing & Data Mining Manager, Romtelecom

We are now able to visualise, understand and plan our network performance in an intuitive and powerful manner. We appreciate the quality of the geo-spatial information, tools and industry experience Geo Strategies provide and, very importantly, also the quality interaction we have developed with their team.”

Georgios Dimitropoulos, Planning & Prediction Manager, Romtelecom

“Our team is most impressed by what has been achieved to date and we were very keen to understand how Mosaic can bring real value to the Romanian health system.”

Minister Nicolăescu, Romanian Ministry of Health

“BCR Asigurari de Viata have a wealth of products aimed at various socio-demographics and lifestyles.

With the new suite of tools and services from Geo Strategies, we are able to identify those lines of action to take to maximise our reach and match the appropriate product mix to the opportunity. We are very excited that our company is applying world-class informed marketing techniques and developing best practices in Romania to serve our changing customers and areas not only in the immediate but for the long term. Our team of strategists, marketers and analysts are most impressed with the quality of the product and support received from Geo Strategies.”

Mrs Florina Vizinteanu, CEO BCR Asigurari de Viata Romania

“Allianz-Tiriac Asigurari is a highly trustworthy provider of financial services to the Romanian consumer. To maintain and enhance our market leading position, we take significant interest in understanding the socio-demographics evolution, in a national context, in this fast moving society.

The products and support provided by Geo Strategies for Romania give us comprehensive levers to develop insurance offers for our customers, adapted to their financial planning needs. We also appreciate the benefits we derive from the visualisation and understanding of our business performance in a structured, consumer-driven, national context”.

Mrs Ileana Cucos, Deputy General Manager of Allianz-Tiriac Asigurari Romania

“Our mission at IKEA is to create a better life for the many people in Romania. Our next challenge is to expand our network of stores across the country in a manner that ensures that the many people can have access to the IKEA product range”.

“We commissioned Geo Strategies to provide us with an understanding on the retail potential for IKEA in two target regions.. Their comprehensive and forward- looking study has provided us, in a timely manner, with unique information and insight which has helped us not only identify but also prioritise our next locations”.

Cornel Oprisan, Managing Director of IKEA Romania

“Our customers are our most important asset and Mosaic is a fantastic tool to help us understand them in a structured and actionable context.

Insurance, as compared to banking, is not a transactional business. Our customers or prospects do not communicate with us or change their policies on a daily basis. Mosaic and the outstanding analytical support from Geo Strategies are giving us the possibility to work within a national consumer classification system which is directly linked to location; this gives us insight on our customers and prospects which we would not be able to obtain through market research or best guess marketing techniques.

The quality of support we have been receiving and the tool are now being factored in our strategic plans for the business. We look forward to continue working with Geo Strategies”.

Dr Tudor Moldovan, Director General of GENERALI Asigurari Romania

“We have used Mosaic Romania since 2007 as a key tool to understand our customers, site new agencies, optimise sales and evaluate demand for our products. Having access to Mosaic Romania – and the powerful geographic analysis system MicromarketerG3 Romania – both with the regular updates and additional data sources provided by Geo Strategies, enable us to continue growing our business by revealing further insight into who and where our current and future customers are”.

Mrs Luiza Golgojan, CRM Manager, Allianz-Tiriac Asigurari Romania

“Mosaic has played an important part in our Target Marketing activities. We communicate with large numbers of people and we aim to deliver highly targeted and responsive campaigns. This is very important to us, especially at this time when marketing budgets are constrained. Mosaic and the analytical work carried out by Geo Strategies have assisted us underpin the targeting innovations aimed at understanding our customers better”.

Mr Daniel Pana, Director of Marketing at BCR Bank

“Romania is a challenging for investors due to the sparse data which is all-too-frequently far from consistent. We have been most impressed by the meaningful information and support we have received from Geo Strategies; their contribution was timely, well informed and to the highest standards.”

Mark Mannering, Managing Director, King Sturge Romania

“Geo Strategies provided AVON with their “beautiful maps” for their cosmetic marketing and sales strategy. AVON visualise and manage their daily sales report through the AVON Sales Map. It provides an optimum decision support tool for sales managers helping them to re-define their sales territories according to consumer trends and competitors – Those achievements was possible only by using Geo Strategies solutions which are now an integral decision-support tool for daily operational and future tactical decisions”.

Razvan Diratian, AVON Sales Manager, Romania

“Felicitari pentru succesul reportat pe piata Romaneasca si va asigur de faptul ca suntem extreme de multumiti de programul achizitionat de la dvs., precum si de suportul oferit in acest rastimp”

Cristina Tudorache, Xerox Romania

“Apreciem colaborarea de lunga durata pe care o avem cu Geo Strategies, inca din 1997, ca fiind benefice. Competentele companiei si inaltele sale standarde de performanta sunt oglindite de promptitudine si profesionalismmul cu care isi trateaza clientii. Datele digitale si serviciile oferite de Geo Strategies au fost de inalta calitate si potrivite necesitatilor noastre. Au fost intodeauna constiinciosi in realizarea angajamentelor asumate si au raspuns cu promptitudine cerintelor noastre.”

Ec. MBA. Dr Eugen Ghinea – Transilvania General Import Export

“I would like to compliment Geo Strategies for the excellent work, both in designing our data Quality Assurance and Testing Strategy and performing advanced data engineering and GIS projects for H3G”.

Gareth Hardman – Hutchison 3G UK Ltd (“3”)

“. . . excellent work which Geo Strategies has accomplished for Lockheed Martin Overseas Corporation (LMOC). The entire programme team at Geo Strategies has maintained professionalism, reliability and dedication throughout this project”.

Thomas Patello – Lockheed Martin Overseas Corporation

“Geo Strategies has provided permanent care (over a five year period) for improving the quality of their products and enriching their portfolio with products that can help a client to be innovative by building on new applications”.

Ted Lattimore – President & COO, MobiFon SA

“Geo Strategies is an extremely dynamic and progressive company . . .”

Al Tolstoy – President and CEO, ClearWave

“Infoterra has been impressed by Geo Strategies professional, customer oriented, approach.”

Dave Fox – Managing Director, Infoterra, UK

“We are particularly impressed with the high level of management skills and commitment . . .”

David Rhind – CEO & Director General, Ordnance Survey, UK

“. . . to congratulate you and the professionalism of your local team.”

Dan Bown – General Manager, DHL Bucharest, Romania

“The company (Geo Strategies) has been very reactive, accepting work on very short notice . . . and delivers reliably, always respecting agreed deadlines.”

Bernardo Lingua, STET, Italy

“. . . We are very pleased with the mapping data you have supplied . . . , along with the timescales and responses we received from Geo Strategies.”

Neil French, Nortel, UK

“It’s a pleasure to see that latest organisational, training and professional standards are applied in a company acting in Romania . . .”

Daniela Sfrija, British Embassy, Bucharest, Romania

“. . . we have found their products and services to be of the highest quality, delivered to time and price.”

P. F. Robinson – General Manager, Marconi Communications, UK

“Compared to other leading suppliers in the market Geo Strategies have given us value for money service coupled with a flexible and well managed programme for the deliverable.”

Parvis Ansary, Simoco Europe, UK

Geo Strategies represents Experian Marketing Services in Romania for segmentations, marketing analytics and cross-channel marketing …

Best practice in all things customer-centric, globally

Experian provides products and services for the financial services industry and for all those commercial activities that benefit from business insight.

Geo Strategies is the Romanian partner for Experian Marketing Services which provides technology, data resources, expertise and consultancy for B-2-B and B-2-C to assist with customer engagement and improving business performance.

The core product is Mosaic Romania^® which is a unique customer segmentation system that classifies each of Romania’s ~20M inhabitants into one of 45 distinct consumer types and 10 identifiable groups. The system was developed in partnership with Experian and provides insight traceable to that for 29 countries world-wide.

Micromarketer is an integrated analysis and reporting system which contains a wealth of social, and economic data together with comprehensive maps and databases for Romania. Both Mosaic and Micromarketer are updated on an annual basis to ensure that they keep pace with the latest trends and developments in Romanian society.

In 2013, Geo Strategies launched ECCMP (the Experian Cross Channel Marketing Platform) for the local and regional market for cross channel marketing management and optimisation.