Abstract

GIS assisted customer analysis and marketing
Track: Public Works
Authors: Wei Chen, Jeff Davis

GIS is used in Open Market Residential Mailing Campaign(OMR) project and Parcel Data Analysis (PDA) project to help target new customers and audit suspect customers. We use GIS to map the target areas accurately. The target area could be the combination of municipalities and some free drawn zones. We also use GIS to visualize the prospect/suspect customers and active customers. The distribution of the customers on the other hand helps narrow down the tarte areas. ArcPAD, ArcGIS Mobile and ArcGIS Server are applied in the field audit stage to help speed up the audit process, help navigate, and promote the data input process.

GIS technology helps a lot in our customer analysis process and I can forsee more and more application of GIS in our organization including Small and Medium business customer pricing and targeting.