Abstract

Geomarketing: Adding the 'Where' factor to Carrefour's Sales and Marketing
Track: Business Intelligence
Authors: Timothy Morrissey

Carrefour Group, the world's second largest retailer with a turnover of 107 billion euro, sought a new generation of analytical platform that provided an innovative approach for adding the 'where' factor to the traditional sales marketing process. Galigeo leveraged ESRI's ArcGIS Server technology to incorporate geographic information with enterprise data systems to provide a comprehensive geomarketing application. This solution centralizes key data based on spatial characteristics and adds the ability to perform location based analysis on data from Business Intelligence (BI) systems. Carrefour's new geomarketing platform has allowed key stakeholders, such as marketing analysts and store managers, access to the highly dynamic data that is involved in the sales marketing process. With access to this information across the organization, Carrefour has been able to improve its marketing process to better respond to the changing spatial nature of customer behavior.