Marketing and Sales

Geography is causing a sea-change in sales and marketing operations.

Geographic Business Intelligence can provide targeted insight into consumer behaviour down to the micro level, to dramatically enhance sales and marketing activity in businesses across many sectors.

Marketing funds are always being squeezed. Because of this, businesses must carefully target and measure sales and marketing activity, to ensure they get real results from limited budgets.

Location-based analysis can give organisations a valuable level of insight into buying behaviour on a national and international scale. Where customers are located, what they buy, where competitors are located – using GIS, this information can be layered onto a map for a complete, end-to-end view that makes sales and marketing projects far more targeted.

• The Co-operative, for example, sells to a multitude of communities that are often made up of just a handful of streets. Consequently, its sales and marketing teams must grapple with a whole host of customer demographics and buying behaviours.
  Using a marketing package from Experian called MicromarketerG3 – featuring built-in GIS technology from ESRI (UK) – The Co-operative can understand customer behaviours at a micro level, to create focused, effective campaigns.
  Learn how fast, detailed analysis is helping The Co-operative tailor its marketing and maximise store revenue ›› [309kb, pdf]
• The UK Nectar customer loyalty programme, meanwhile, uses GIS from ESRI (UK) to uncover a breadth of geographic business information about cardholder activity.
• When The Washington Times wanted to increase its circulation, staff turned to ESRI GIS software in order to learn more about readership types, their location and the best method to reach them.

Thanks to GIS from ESRI (UK), organisations can at last perform truly in-depth analysis and make focused decisions – about what they should sell, who they should sell it to and how they should sell it.

Find out more about ESRI (UK)’s technology

• Read about ESRI (UK)’s solutions for retail
• Learn more about Geographic Information Systems
• What is GBI?