An approach to improving marketing campaign effectiveness and customer experience using geospatial analytics

[摘要] ENGLISH ABSTRACT: This thesis 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 thesis presents two methods of achieving these improvements to the retailer's business. The first method uses customer delivery addresses and population data (for a sample area) to identify the location-based profiles of customers. The locations are restricted to regions within Gauteng, and key variables such as age, race, income, and family size are used to create the customer profiles. The second method builds on the intelligence produced by the customer profiles by presenting an option for improving location-based marketing campaigns. This is achieved by identifying customer clusters based on the home addresses to which purchased goods were delivered. A grid-based clustering method is applied using the sample area contained in Gauteng. This thesis shows how spatial data can be used to solve the business problems presented by the furniture retailer. The findings show how the dwelling types of customers can be used to explain why some areas are more clustered than others. This study summarises how customer profiles and location-based density clusters can be used to improve the retailer's strategic marketing strategies, and also improve the customer experience by enhancing customer-product association logic. Several recommendations are made to improve on the results produced in this study.

[发布机构] Stellenbosch University