A Different Perspective on Data: Implications on Marketing
Marketing Data Analyst
Klunk & Millan Advertising
Geographic Information Systems (GIS) technology allows businesses to engage with data on a map in order to conduct more thorough analyses to better understand customer profiles, competitors, and existing and/or potential markets. These insights ultimately aid in identifying responsive consumer segments and determining the most cost- effective marketing plan.
How It Works
GIS allows users to operate at any scale, from single neighborhoods to the entire globe, making it a useful analysis tool for any sized business. GIS can reveal more thorough and nuanced business trends than a dashboard full of one or two variable charts and graphs.
Over the last 20 years, businesses and industries have seen an exponential growth in digital resources, including the storage and transmission of large data sets. Even moderately sized businesses can afford to implement off-the-shelf customer relationship management (CRM) software, which documents not just sales but customer details and contact records as well. All CRMs frequently record geographic information, including IP locations, customer addresses, or address parts (e.g., zip codes).
A company’s CRM system is the first and most valuable data repository, but it is not the only one available. Many government agencies and international organizations publish open-source data, which is freely available to any organization. A national census can provide essential information regarding demographic patterns, while World Bank data can speak to the distribution of wealth across a region. If the necessary data sets aren’t freely available, there are many research and aggregation firms that can pull data for a nominal fee.
It is possible to combine the data sources, both open-source and client-owned, to identify the most responsive consumer segments—who they are, where they live, what they are looking for, and how businesses can best connect with them. These insights are then applied across all marketing tactics.
Customer-Focused Communications: Whether crafting a feature article or designing a billboard, understanding key demographics, including gender proportions or ethnic distributions, grab the attention of target audiences who are more likely to make purchases or engage positively with your services.
Media: By understanding where your audiences live, work, and travel, you can intelligently select the best media placements for each unique client we serve.
Web: A company’s website is an essential tool for corporate branding, thought leadership, and customer service. Leverage every available resource to ensure that each site functions at peak performance. Customer insights and internal diagnostics provide valuable insight to make navigational recommendations that result in best-in-class user experience.
To learn more on how GIS can benefit your business, register for a free 1-hour webinar here.