Abstract

Geographic Information Systems and Direct Marketing Working Hand in Hand
Track: Business Intelligence
Authors: Gavin Chance

MailSouth provides advertising solutions for various clients ranging from large national manufactures to small local retailers. Unlike other business ESRI users who use customer locations for prime store site selection, we analyze customer location for the best areas in which to advertise. Analyzing a client's customer database is an integral step in determining the most profitable marketing plan. This presentation provides an overview of the steps and considerations made during the processing and creation of a client's mailing pattern, created from their database. The goal of a database analysis is to identify the mailing geography for each client by finding lookalike consumers based on current patrons. The geography is determined by customer penetration, core and developmental tapestry groups and expenditure/lifestyle variables. For these projects and other applications we use a combination of Business Analysis tools, Model Builder and other proprietary software and data.