AN APPROACH TO IMPROVING MARKETING CAMPAIGN EFFECTIVENESS AND CUSTOMER EXPERIENCE USING GEOSPATIAL ANALYTICS

Authors

  • Michael Philippus Brink University of Stellenbosch
  • Antonie van Rensburg University of Stellenbosch

DOI:

https://doi.org/10.7166/28-2-1646

Keywords:

Data Science, Spatial Analytics, Retail Sales, PCA, Geospatial

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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Author Biographies

Michael Philippus Brink, University of Stellenbosch

Data Scientist

Antonie van Rensburg, University of Stellenbosch

CEO, 4Sight Holdings

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Published

2017-09-04

How to Cite

Brink, M. P., & van Rensburg, A. (2017). AN APPROACH TO IMPROVING MARKETING CAMPAIGN EFFECTIVENESS AND CUSTOMER EXPERIENCE USING GEOSPATIAL ANALYTICS. The South African Journal of Industrial Engineering, 28(2), 95–108. https://doi.org/10.7166/28-2-1646

Issue

Vol. 28 No. 2 (2017)

Section

General Articles

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