Without intending to give excessive importance to the world in which I operate or to praise Geomarketing products or services sold by Schober (Marktanalyst, an extension created on ESRI's ArcGIS), I believe that the evolution from the map on the wall and the intuition of the director on duty towards the intensive use of Business Intelligence tools in decision-making is inevitable.
The evolution of marketing is not only from the oldest to the most modern (obviously), since technology advances at the speed it does and the people at ESRI, Pitneys Bowes or SAP do everything possible for this, but currently these changes are beginning to occur in the way of integrating all the Business Intelligence tools within a company.
Previously, we thought of pieces with some connection, which could have different origins, those statistical modelling reports, situation analysis, geographic analysis work , etc. Today we are starting to hear words like Mash-Ups (tools like ArcGIS, MapInfo, SAP, etc., connected to each other) and we are starting to see analysis and prediction procedures as something closely linked to each other.
Within the external consulting procedures, the balance bulk sms service in sri lanka leans strongly towards comprehensive projects . This type of project was previously only undertaken on a large scale, involving many people with very different and specific profiles, using various sources of information. All of this increased the timeframes and costs. Now, the management of these processes can be carried out on a smaller scale, since tools, professionals and procedures have been adapted to multidisciplinary approaches, bringing complex studies closer to more specific needs.
As regards Geomarketing, knowledge of this discipline is generally limited to the presentation of certain results on a basic map, but in reality, a geographic location can support all stages of database work, situation analysis and predictive models :
Working with Databases . From automatic and manual geocoding, using cartography and geodata from multiple sources ( Teletatlas, Navteq, Google, Bing Maps, etc.), to the enrichment of records according to the area where that record is located (sociodemographic indicators of the environment) .
Situation Analysis. Detect where my clients come from, where my competition is located , and in parallel, after an analysis of the establishment's or clients' profitability , be able to replicate areas where we could find a certain profile that maximizes the chances of success.
Predictive Models. As in the previous point, identifying high potential areas using Business Intelligence is possible, but being able to group together various high potential areas located in the same geographic area is something that can easily be done using a Geomarketing tool.
It is easy to know where we come from, and it is debatable where we are, but those who best adapt to where we are going and are able to refine and sharpen their decisions will have much more to gain and less chance of losing.
