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5 Νοε 2013 (πριν από 3 χρόνια και 10 μήνες)

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Geo
-
Marketing

at your Fingertips with


Chris Verwoert, INTERGRAPH

Director Marketing Europe and Africa

June 2000
-

Lyon, France

6th EC
-
GE and GIS Workshop

GISMO

Customer

Care

Business

Operations

Technical

Operations

Engineering

Marketing

Enterprise Information Systems

Billing/

Taxing

Integrated

Business Solutions

Integrated

Technical Solutions

Geo Spatial

Related Applications

Geo
-
Marketing (Business GIS) a Geo
-
Spatial Application for the Enterprise

Intranet

Internet

Databases

Servers

GISMO

Typical Geo
-
Marketing Applications


Customer profiling and mapping


Site selection


(Re
-
) Allocation of dealerships or franchise
areas


Market analysis, penetration, market share …


Target marketing, media planning


Business access analysis, drive time, traffic
behavior


Sales management, territory planning,
performance analysis


GISMO

Geo
-
Marketing Requirements



Demographic data is the key


Population data


Accounts data


Address data



Geographic data


Postal code
-

street segment data


Road network data



Geo
-
Marketing/GIS expertise and
analysis software

GISMO

G
eo
-
Marketing


I
nternet


S
ervice

for


s
M
e


using

O
penGIS


What is GISMO?

ESPRIT project 27463

GISMO

GISMO Partners

Technology Providers


Intergraph: GIS solutions over the Internet
(Prime
contractor
-

GeoMedia, member of Open GIS)


Experian: Geo
-
Marketing solutions (Mosaic)


LaserScan: spatial database technology
(Gothic and
Gothic
-
GeoMedia dataserver, member of Open GIS)

Geo
-
Marketing Providers (including data)


Experian: Geo
-
Marketing services and data in the UK


Microm: Geo
-
Marketing services and data in Germany

IT System Expert:
TU Vienna, expertise in system design

SME End User:
Rheinland Versicherungen Germany


GISMO

Objectives GISMO

Let Small and Medium Enterprises (SME’s) benefit
from the modern Geo
-
Marketing systems


Reduce the threshold to use Geo
-
Marketing systems


Improve the SME’s competitiveness


Lower the cost of using Geo
-
Marketing systems and
data (data is the biggest cost factor)



Achieve this by offering Geo
-
Marketing over the
Internet on a “pay
-
by
-
use” basis in all European
countries

GISMO

A central GISMO website

will give access to each

country system

http://gismo.intergraph.nl/Index.asp

GISMO

Targeted Results of GISMO

For The European Commission


An affordable Geo
-
Marketing service for SME’s
offered through Internet

For Intergraph , Experian, Microm, and others


An exploitable GISMO Internet service/solution in
partnership


Internet services to SME’s


Extranet services to larger organizations


Geo
-
Marketing solutions pack for large organizations


In all European countries

GISMO

Levels of Solutions

GISMO SOLUTION PACK

GISMO EXTRANET

SOLUTION

GISMO INTERNET

SOLUTION

10

Large organizations

with Geo
-
Marketing

department

10

Medium
-
sized
organizations with

limited Geo
-
Marketing
resources

100

SME’s with only
Sales/Marketing

Management

10000

GISMO

GISMO Business Requirements

For SME’s



Cannot afford full Geo
-
Marketing system/data



May use bureau service (telephone and mail)



Provide service on demand via the Internet

GISMO

Philosophy

How to serve SME’s


Can assume little or no Geo
-
Marketing
knowledge


No jargon
-

everything must be explained on
screen


Structure site in terms of questions which the
user wishes to answer


Functionality should support basic marketing
decisions

GISMO

Solution Composition

Open GIS
Solution

Component
Object
Technology

World Wide
Web
Technology


Geo
-
Marketing
Solution

GISMO

GISMO Business Model



WEB info
Portal

Customers from
across Europe
(world)

Prospects from
across Europe
(world)

Local
Providers

UK

2000

Germany

2000

12 Countries

2001

Business to Business

GISMO

The GISMO Portal

The information Web site


What Geo
-
Marketing services are provided,
including sample results


What is Geo
-
Marketing


Present countries in which GISMO is offered, and
select function


Link prospect to local Geo
-
Marketing Service
Provider




GISMO

The Local Geo
-
Marketing Service

A direct business to business service

-
Handles customer registration

-
Makes proposal with pilot results
-

accept order

-
Collects the required customer and Geo
-
Marketing
data

-
Runs project and processes the required applications

-
Produces reports and maps

-
Notifies customer by e
-
mail that results can be
accessed, if they are not provided on
-
line

-
Invoices the customer or E
-
Commerce action


GISMO

GISMO Architecture


Geo
-
Marketing service provider from every European
country must be able to hook up to the GISMO service


Must be able to work with the current data


Data in industry standard DBS formats and geographic
data in formats of systems from leading mapping/GIS
suppliers


Low threshold for participating in the service

Starting points


Every SME from Europe (the world) must be able to
make use of the GISMO service


Using a thin PC with Windows and a Web Browser


Low threshold to enter the service

GISMO

Flexible Architecture

Micromarketing
Data

Geographical
Data

GIS

Engine

Micromarketing
Analysis Tools

Presentation

Use standard micromarketing and
geographic data

Micromarketing analysis
components produce the reports

GIS components
produce the maps

A thin customisable
presentation layer
sits on top

GISMO

GISMO at work

Information preparation

Business Logic

Data integration

Analysis and

Decision

support

Application

components

Geogr. & Demogr.

Live data connection

Data Sources

Data Servers

Information
Input and

Distribution

Answers being provided

Internet / Intranet

User

PC with Web
Browser

GISMO

Geo
-
Marketing Services offered

Realise and exploit your market potential


Area ranking


Market size analysis


Sales management

Learn more about your customers and prospects


Customer profiling, mapping


Customer lifestyle


Customer spread over the area

Find the best places for your local business


Site selection


Site analysis


Fit with customer profile

GISMO

Customer Profiling, Mapping

Tell me about my customers


Clients can upload their own customer data
into the system


Produce a geo
-
demographic profile (e.g., by
MOSAIC
)


Create a report comparing their customers with
potential customers


Search for areas of good potential

GISMO

Comprehensive on
-
line help

will be available to explain
terminology, techniques and
processes

GISMO

A client will be able to upload
his own customer data over
the web or by post

GISMO

Customer Analysis
-

Profile Report

Report on lifestyle groups

About 15
-
20 depending on
the country

GISMO

0
50
100
150
200
250
300
Index
MOSAIC Customer Profile
L 1 High Income Families
L 2 Suburban Semis
L 3 Blue Collar Owners
L 4 Low Rise Council
L 5 Council Flats
L 6 Victorian Low Status
L 7 Town Houses & Flats
L 8 Stylish Singles
L 9 Independent Elders
L10 Mortgaged Families
L11 Country Dwellers
L12 Institutional Areas
Customer Analysis
-

Profiling

GISMO

Customer Analysis
-

Mapping

GISMO

Site Selection

Find the best places for your local business


Define an area of interest (e.g., circle around a
site)


View a map of the area


Produce a profile of the area, showing
demographic statistics, media information or
sites of interest


Search for sites within the area with good
potential

GISMO

1. Draw target
catchment
area on map


or


2. Add store
location and
define radius
e.g., 5 miles

Specify Location for
Local

Site Selection

GISMO

Cheshire
Derbyshire
Greater Manchester
Leicestershire
Lincolnshire
Nottinghamshire
Shropshire
South Yorkshire
Staffordshire
Stoke-On-Trent U/A
West Midlands
Standard zone profile report
and map of zone extent

Output

1. Prospect/zone profile

2. Names and addresses of target customers

3. Thematically coded map of potential customers

GISMO

Area Selection, (Inter)National Level

Find good places for ...


Search for areas with specific features or good
potential


Produce a colour
-
coded map showing the areas


Profile the best area

In 2000


UK and Germany

In 2001


12 other countries

GISMO

Select a target zone from
a standard set or create
your own

GISMO

Define a zone by



Circle around a point



Travel time around a point



Aggregation of standard areas



Select an area on a map

GISMO

A map confirms the area of
the newly created zone

GISMO

Area Reporting on a National Level

GISMO

GISMO Customer Output

Reports, Business Graphs and
Maps

HTML pages with hotspots
Option: download PDF
(Adobe Acrobat) for printing

GISMO

The user will be shown a
“shadow report” to confirm
what data is to be provided
at what cost

Do you get what you want !!

GISMO

To get the full report after
they confirm payment

GISMO

Client Data Management

Encourage return to the site by good client
data management


Store a client’s own data
-

customer profiles,
custom
-
defined areas and own site locations


Retain reports for a fixed period of time


GISMO

The user can easily retrieve
data which they created in a
previous session

GISMO

Multi
-
Country

2000


The UK



Germany


2001


Netherlands



Belgium



France



Spain



Sweden



Finland



Denmark




Greece



Ireland

All the same GISMO but:

Do not assume common Geographic /Demographic data

Other countries under
discussion


Poland


Czech Republic


Italy


Portugal

is Geo
-
Marketing

at your Fingertips


For more information

cverwoer@ingr.com



I hope you are convinced