gis tutorial for marketing...module skills ilddi a place in m2-3 hour modulesy course module skills...
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GIS T t i l f M k tiGIS T t i l f M k tiGIS Tutorial for MarketingAs a Teaching and Learning Resource
GIS Tutorial for MarketingAs a Teaching and Learning Resource
University of RedlandsUniversity of Redlands Spatial Analysis for Business Conference
April 29, 2008April 29, 2008
Spatially Enabling Marketing Students
Wh h ld k iWh h ldWh h ld b i
How?What?
What should every marketing student learn about GIS
What should every _________ student learn about GIS
What should every business student learn about GIS
applications?applications?applications?
From Whom?Where?
GIS Tutorial for Marketing
Wh ?What?
Distribution of GIS Analytical Tasks
M k i E iMarketing Executive
Business GISConsultants
Full GISCompetence
Business GIS ProfessionalBusiness GIS Professional
Distributed GIS Analysis
M k i E iMarketing Executive
GIS in MKT
Modules, DatasetsBusiness AnalystBusiness Intelligence Systems
SpecializedAnalytical
Business GIS Professional
BasemapsBusiness Intelligence SystemsEnterprise Service BusModels
Business GIS Professional
GIS Tutorial for Marketing
Wh ?Where?
Typical Marketing CurriculumSpatially Enabling theMarketing Curriculum
SalesSales MGT
LogisticsSCM
SpecialtiesFashion, Tourism, NFP,Hospitalty
Marketing Curriculum
RetailMGT
Marketing El i
Sales MGT
eCommerceIT in MKT
, , , p ySports, Entertainment, Services
GIS in MKT
ConsumerBehavior
Global MKTManagement
MarketingResearch
Integrated MKTCommunication
ElectivesCRM MKT
Marketing Requirements
g
Economics Quantitative Tools Info Tech CommunicationAccounting Finance Management Int’l BusinessMarketing
Core Business Competencies
GIS in MKT Project
H ?How?
Sequencing of Learning Activities
B k d Marketing ExecutiveBackgroundinformation
Analyticaltasks and
Description of case tasks and
reportsituation
Business GIS ProfessionalAdvancedapplications
Outdoor Living’s Situation
O d Li iOutdoor Living:is an established producer of recreational, outdoor living productsliving products,is introducing its new Conestoga model designed for families who are new to campingp gwishes to target middle income families with its three pronged promotional campaign
advertisingdirect mailoutdoor showsoutdoor shows
Marketing Problem
To maximizing the effectiveness of the promotional campaign in Florida by;identifying concentrations of target market families, andtargeting each component of the promotional campaign to appropriate geographic areas ofcampaign to appropriate geographic areas of the state.
GIS Analysis
I hi j ill A Vi l hIn this project, you will use ArcView to solve the marketing problem by;identifying target market concentrations in counties toidentifying target market concentrations in counties to target the advertising campaign,identifying target market concentrations in ZIP codes y g gto target the advertising campaign,identifying target market concentrations in Tampa
l i farea census tracts to select appropriate stores for outdoor shows, and designing map documents to support these decisionsdesigning map documents to support these decisions.
Module Tasks
Advanced Applications
S t ti t l b t d d ithSegmentation tools can be extended with;more extensive demographic data, with a wide range of segmenting attributes from ESRI BSI and other g gsources,lifestyle data such as Community Tapestry clusters,
l i f i ti t f hi ti t danalysis of existing customers for more sophisticated market prospecting,automated segmentation and prospecting tools in g p p gESRI’s Business Analyst, andapplications by Telefonica del Peru and Western Exterminator which illustrate these toolsExterminator which illustrate these tools.
Meiers Home FurnishingsSynopsis
A family home furnishings store in Chicago used demographic customer profiling to select the site for its second store However sales are lower than expected Could theselect the site for its second store. However, sales are lower than expected. Could the
problem be lifestyle differences? Community Tapestry segmentation and Market Potential Indexes are used to explore this question and revise merchandising strategy
Marketing Faculty Consumer BehaviorMarketing Faculty CourseTopic
Consumer BehaviorDemographic and lifestyle segmentation,, merchandising
Business Professionals Understanding customers, meetingBusiness ProfessionalsBusiness enhancementsRoI impact
Understanding customers, meetingcustomer expectationsHigher sales, lower inventory costs, more efficient promotion
GIS Faculty/ProfessionalsBusiness topicGIS tools
Market segmentation. Community Tapestry system, Market Potential IndexesThematic mapping buffer tableThematic mapping, buffer, table operations
Community Farm AllianceSynopsis
An organization of local farmers in Lexington initiates an ad campaign to persuade local grocery stores and restaurants to carry locally produced foods and customers tolocal grocery stores and restaurants to carry locally produced foods and customers to
seek out these products in grocery stores and restaurants
Marketing Faculty C
Integrated Marketing CommunicationP h d ll t t i d hiCourse
TopicPush and pull strategies, demographics, lifestyle segmentation, media buying
Business ProfessionalsB i h t
B2B and B2C promotionHi h l di ib iBusiness enhancements
RoI impactHigher sales, greater distribution coverage, more efficient promotion
GIS Faculty/Professionals Market segmentation CommunityGIS Faculty/ProfessionalsBusiness topicGIS tools
Market segmentation. Community Tapestry system, Market Potential IndexesThematic mapping, buffer, table operations
PMD GlobalSynopsis
A management training firm specializing in multimedia materials aimed at women who are moving from technical to managerial positions wishes to expand to internationalare moving from technical to managerial positions wishes to expand to international
markets which meet its demographic and cultural screening criteria
Marketing Faculty C
Global marketing managementI t ti l k t t dCourse
TopicInternational market assessment and screening
Business ProfessionalsB i h t
Market evaluationM f l i iBusiness enhancements
RoI impactMore successful expansion strategiesIncreased revenue, lower entry costs
GIS Faculty/Professionals Market evaluationGIS Faculty/ProfessionalsBusiness topicGIS tools
Market evaluationThematic mapping, selection by attribute, table operations
World TreasuresSynopsis
An online retailer of traditional crafts items which buys from artisans around the world and sells directly to collectors wishes to expand with a direct mail catalog campaign toand sells directly to collectors wishes to expand with a direct mail catalog campaign to
prospects who match the profile of high value customers.
Marketing Faculty C
Marketing Research, eBusinessD hi d t l iCourse
TopicDemographic data analysis, Geodemographic overlay
Business ProfessionalsB i h t
Customer profilingHi h l ffi i iBusiness enhancements
RoI impactHigher sales, more efficient promotion, higher response rates and profitability from direct marketing efforts
GIS Faculty/Professionals Customer profilingGIS Faculty/ProfessionalsBusiness topicGIS tools
Customer profilingThematic mapping, spatial overlay, table operations, selection by attributes
Better BooksSynopsis
A San Francisco book retailer with two stores wishes to open a new store in the area by matching the market area characteristics of several available properties with those of itsmatching the market area characteristics of several available properties with those of its
most successful existing store
Marketing Faculty C
Retail ManagementT d l i t filiCourse
TopicTrade area analysis, customer profiling, site selection
Business ProfessionalsB i h t
Site selectioHi h l l bili i bBusiness enhancements
RoI impactHigher sales, lower cannabilization, better merchandising
GIS Faculty/Professionals Site selectionGIS Faculty/ProfessionalsBusiness topicGIS tools
Site selectionThematic mapping, buffer, market area alternatives, table operations
Northwest’s BestSynopsis
A new wine distributor in Portland, OR specializes in Washington and Oregon vineyards and sells to restaurants and liquor stores in the region It wishes to designvineyards and sells to restaurants and liquor stores in the region. It wishes to design
sales territories for its representatives and optimize the routing of sales calls.
Marketing Faculty C
Sales ManagementD i i l t it i ti lCourse
TopicDesigning sales territories, routing sales calls
Business ProfessionalsB i h t
Sales organization and routing li iBusiness enhancements
RoI impactapplicationsHigher sales, more efficient sales force, lower logistics costs
GIS Faculty/Professionals Territory design routingGIS Faculty/ProfessionalsBusiness topicGIS tools
Territory design, routingSelection by location, multiple record selection, table operations, routing with Network Analyst
GIS Tutorial for Marketing
B Wh ?By Whom?y
Demands on Faculty
Lab or studentHardware
HM, I needTMLS, with GISforMKT, I have
Lab or studentsystems
SoftwareTeaching materials
Site licenseEducation versionSample syllabi,
PPTs, test bank
Time to learn this stuffCourse related casesCourse related
casesLearn onlymodule skills
I l d d i A place in my course2-3 hour modules
module skills
Datasets and basemapsIncluded in case
modules
p y
GIS Tutorial for Marketing
GIS training for marketing studentsIntroductory Business GIS for executivesyIntroductory Business GIS for marketing facultyBusiness GIS learning resource for GISBusiness GIS learning resource for GIS professionals/faculty L i d l f k tiLearning modules for marketing coursesResource for dedicated Business GIS course
Spatially Enabling Marketing Students
What? Task specific GIS applications which enable the
Wh h ld k i
What? solution of marketing problems
h l i i i i fWhat should every marketing student learn about GIS
Where? In 2-3 hour learning exercises in a variety of courses throughout the marketing curriculum
applications?How?With case-based GIS modules which are directly related to course material, use GIS tools to solve problems and describe advanced applications
From Whom? From marketing faculty who have acquired GIS skills through a variety of training formats
Questions
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GIS T t i l f M k tiGIS T t i l f M k tiGIS Tutorial for MarketingAs a Teaching and Learning Resource
GIS Tutorial for MarketingAs a Teaching and Learning Resource
University of RedlandsUniversity of Redlands Spatial Analysis for Business Conference
April 29, 2008April 29, 2008
Breadth of Applications
Geographic range: Case locations include:GIS applications include:T f i ti C i l dGeographic range: Case locations include:Global Fl id
GIS applications include:Thematic mappingData table analysis; joining selection statistics
Types of organizations: Cases include:an exporting service firmFloridaSan Francisco, CAData table analysis; joining, selection, statisticsAttribute and spatial joinsS t bl l l ti
a wine wholesalera book retailerNew YorkLexington, KY
Summary table calculationGeodemographic profiling
a book retaileran importing electronic retailer
t f fit it f d dg ,Chicago, ILPortland OR
Buffering and market area analysisCommunity TAPESTRY and MPI analysis
a not for profit community food producera furniture retailerPortland, ORCreating map documents in layout viewa recreational equipment manufacturer