Abstract
Geomarketing as an Intelligence Tool to Improve Marketing Mix Efficiency.
Track: Telecommunications and Location-Based Services
Author(s): Bruno Marsili
TIM Brasil case presents the use of GIS with a market approach, i.e. the use of GIS applied to marketing, as opposed to a more internally driven/ operational efficiency approach.
As a mobile telecom company, TIM has a strong challenge of maximizing the financial results of its highly capital intensive network. In order to meet this challenge, TIM needs to map where the potential clients for each services are, what client profiles are using the services, how the services are being used and how and where the services/ handsets are being bought/ contracted (physical point of sales).
In TIM, GIS is used to the prioritization of new covered areas for the various services, POS localization and definition of areas in which the services are most likely to be used, among other uses. It enables more efficient resource allocation and better adjustment of the marketing mix for each micro market.
Bruno Marsili
Tim Brasil S/A
info@timbrasil.com.br
Rio de Janeiro , Rio de Janeiro 22640102
Brazil
Phone: +55 21 81331109
E-mail: bmarsili@timbrasil.com.br