Wherefore Art Thou Customer?

Marketing people enjoying a soft drink

Well, I’ve been doing some thinking, and its high time we chatted about something that’s currently taking the marketing industry by storm. It’s the fascinating world of geospatial data analytics. It sounds a bit like science fiction, doesn’t it? But, let me tell you, it’s as real as the morning coffee I’m sipping on while penning down this piece, and doesn’t require you to be a rocket scientist.

Remember that time, back in 2005, when Google Maps was first launched? It felt like we had the world at our fingertips. Now, in 2023, marketers have turned maps into more than just tools for directions, using them to understand consumer behaviour in unprecedented ways. And I can assure you, it’s pretty darn interesting!

Let me introduce you to John. John is a high-flyer in a leading marketing agency. About 18 months ago, John was presented with a project to increase the sales of a popular soft drink in Sydney. Being a man of instinct and savvy, John decided to incorporate geospatial data analytics in his marketing strategy, despite the sceptical looks from his colleagues.

Now, imagine this: John, sitting in front of a brightly lit screen displaying a heat map of Sydney. The map is speckled with dots of varying colours, each representing different consumer behaviours. He’s got it all there – data sets about people movement, deep demographics, transaction spend, lifestyle preferences, and a lot more. Each data set telling a compelling story about their potential consumers, all overlayed for very compelling insights. Well, things got fascinating from here!

One of John’s key strategies was to focus on people movement data. He found that some areas in Sydney had significantly higher foot traffic during lunch hours and evenings. Sensing an opportunity, he decided to increase outdoor advertising in these zones.

Next, John pulled up the deep demographic data. He realized that areas with high foot traffic had a high population of millennials and Gen Z, known for their propensity for spontaneous snack cravings. So, he targeted this age group with digital ads, optimized for mobiles, for the soft drink, during the key times of day. John didn’t stop there, though! He dived deep into transaction spend data, identifying neighbourhoods where people were spending more on dining and entertainment, implying a higher disposable income. John decided these were ideal places to launch promotional events and free tastings.

As if that wasn’t enough, John then utilised lifestyle preferences data, profiling consumers who frequently visited fitness centres, parks and organic food stores. He crafted a campaign around the drink being a guilt-free indulgence for health-conscious consumers.

Before you knew it, John’s clever strategies began to pay off. Sales began to climb, and that popular soft drink started popping up all around Sydney. And, for those who were in doubt, it was a clear demonstration that the traditional ways of marketing are slowly but surely being replaced by genuine data-driven strategies ie letting the data tell you the storyline.

John’s story just goes to show that even in the world of marketing, where creativity and intuition often take the front seat, a data-centric approach like geospatial analytics can be a game-changer. It’s a vivid reminder to all of us that when it comes to making crucial decisions, it’s often a blend of art, science and, yes, the right attitude, that takes the cake!

And, a little fun fact to end our tale – John didn’t even own a physical map. All his strategic moves were played out on digital screens, backed by vast, ever-evolving datasets managed on Mapcite’s award-winning geospatial data analytics software platform!

So, here’s the moral of the story for you folks out there in the marketing world: leverage the power of geospatial data analytics. After all, knowing where your customers are and understanding their lifestyle can help you target them effectively and creatively. So, why not take a leaf out of John’s book and make your next marketing move a geo-smart one? Mapcite can show you how, take a look at www.mapcite.com.