Abstract

Effective Methodology to Conduct Advanced Customer Analytics for Retail Businesses
Track: Retail/Real Estate
Authors: Daniel Paez

This paper presents a simple but effective methodology to conduct advanced customer analytics using basic spatial tools in ArcGIS. The development of this methodology was based on over 10 years of practical experiences in retail analysis and lessons from the challenges of reaching top decision-making process with GIS (Esri-UC Paez, 2008). The main assumption when designing the methodology was that most of the intelligence around customer behaviours and its respective corporate responses are already understood by organizations and, therefore, GIS should be seen more as a facilitation tool rather than for forecasting. This methodology has been used successfully in retail cases in Australia. It was one of the main decision-making tools during the restructuring of a large bank after a short-term acquisition. This presentation will explain these cases and how results have attracted significant support from non-GIS experts in the use of spatial tools for decision-making in retail businesses

Daniel Paez
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E-mail: db@unimelb.edu.au