Abacus Consulting has advanced algorithms to segment customers, establish areas of influence and group stores depending on customer characteristics.
GROUPING | INFLUENCE | INTELLIGENCE
For this Geomarketing solution, Abacus Consulting conducted a descriptive analysis of the areas of influence to establish both the typologies of customers and of the stores themselves. In this way, the company now has detailed records of its resources to activate new expansion plans.
A large food chain needed to conduct a detailed analysis of all its stores and establish which are the most repeated customer profiles in its areas of influence. For this purpose, a model of attraction to store was made according to the distance, size or attractiveness of the point of interest.
Some data sources:
Abacus Consulting has variables such as location, surface area, opening date and other descriptive characteristics.
They will add an additional layer of information about each supermarket such as opening hours, rating, reviews…
Devices that have been inside each store to obtain the occupancy rate.
The devices that have been inside each Mercadona, allowing to know the origin of the customers.
Variables to describe social and demographic areas of influence of each store.
Abacus Consulting relied on food chain information (store locations, floor space, openings), Popular Times data from Google, data from devices that have been inside each store and census tract data from our company’s data lake.
Once all the stores have been located, the actual areas of influence of each store will be generated according to the origin of its customers, which will be determined by means of telephone signals.
Abacus Consulting has hundreds of sociodemographic variables at census section level, such as age ranges or population, among many others.
These variables will be used to define groups of stores, customers or users with similar characteristics through grouping techniques and advanced analytics.
By grouping points of interest into clusters, we will be able to make smarter decisions depending on the characteristics of the customers or users that visit each type of store or point of interest.
Once the stores are positioned and we have the information from the database we can shape the areas of influence, we can define the generation of groups of stores based on sociodemographic variables or available stores, so that the stores in the groups will share common characteristics:
By grouping stores into clusters, we will be able to make smarter decisions depending on the characteristics of the customers that visit each type of store.
In order to assign customer typologies to a we have made an attribution to sociodemographic variables.
In this example we would have the profile of a young woman with a medium socioeconomic level who lives alone.
Scope of the project.
Web-based tool for the planning of transmission plans.
Multiple selection criteria and calculation of estimated and potential bosses.
Activation in mobile programmatic and selection of zip codes for social networks.
Generation of retargeting campaigns to mobile devices.
Generation of campaigns in real time at points of interest.
Integrate interactive charts and dashboards into your applications, web pages and workflows.
Abacus Consulting has been developing geographic data quality solutions for its clients for more than 20 years and has data quality applications that can be stand-alone or integrated into the company.
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Advanced reports: Data update