Geomarketing in the Cloud: A Case Study with Geofusion...
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Transcript of Geomarketing in the Cloud: A Case Study with Geofusion...
OVERVIEW • Geomarketing solution commercialized in SaaS model, used by
companies of all sizes and sectors • Leader in Geomarketing solutions in Brazil. • Supports Burger King expansion Process (Case Study)
CHALLENGES / OPPORTUNITIES • Provide security, as clients data are stored and manipulated • Ensure scalability and high availability • Fast query response times for large datasets • Provide mechanism for frequent data update • Rich spatial features needed to address all different uses
SOLUTIONS • Oracle Database 11c Enterprise Edition
• Spatial&Graph with Network Data Model • Oracle Fusion Middleware 11.1.1.7
• MapViewer 11g • Oracle Weblogic • Apex
RESULTS • Oracle technology allows Geofusion to deliver
geomarketing solution, in SaaS model, for over 300 clients at a feasible price.
• The good user experience is supported by fast and stable architecture.
• Advanced Features for spatial analysis (such as isochrones, clustering, heat maps) support a very complete solution used by companies of different sizes and sectors.
Geofusion
Insert application screenshot here
MAIN PRODUCT COMPANY FACTS
Leader in Loca+on Analy+cs solu+ons in Brazil
320% GROWTH
2011-2013
Investors
18 years of experience
We help our clients make better decisions in business by adding Location Intelligence.
CLIENTS
Expansion strategy
+250 clientes +2500 users
Brazilian Franchise Associa+on
Partnership
Reports
How many people live in this area?
How much money they spend in each product category?
How many people spend the day in this area, between residents and workers (dayKme populaKon)?
How much money do they make?
Query tool
CiKes with a • populaKon over
50,000 people, • high concentra+on of
the target public (A, B )
• Compe+tors have stores and I don´t.
Over 250 sources of information
Points of Interest A large database of over 400,000 frequently updated POI. Collected in partnership with other content suppliers and using automated internet searches / robots.
Demographics Detailed database of demographic informa+on, updated on a yearly basis using our projec+on model.
Macro & micro OnMaps brings macro (State, municipali+es) and micro (blocks, census tracks) informa+on.
Direct MarkeKng Partnership Grupo Abril OnMaps clients can purchase mailings according to their target public, and for an specific area.
ConsumpKon PotenKal Consump+on Poten+al for over 100 categories of products, per social class. Partnership with iPC Marke+ng.
Shopping Malls Main shopping Malls in Brazil, 60,000 stores.
Points of Interest
A large database of over 400,000 frequently updated POI. Collected in partnership with other content suppliers and using automated internet searches / robots.
OnMaps is used by large Industries such as
Prices are determined by the predominant social class in the surrounding area
And also used by small Franchisors as
Problem All stores located in low-‐income areas had a
bad performance
MarkeKng Strategy Since the company founda+on was driven to
mid and low-‐income public.
And also used by small Franchisors as
Results:
-‐ Expansion strategy redirected to hi and middle classes areas.
And by big franchisors as
Largest Brazilian Franchisor, over 3500 stores
Leader in perfume products in Brazil
And by big franchisors as
CompeKKve Analysis: Prices decreased in all stores located near a specific compe+tor stores.
Query: All O Bo+cário stores located within 500 m from the compe+tor stores
Burger King in Brazil
The highest growth over the past 3 years in Brazil.
7th largest fasVood chain in Brazil
BRAZIL # Restaurants
2011 2012 2013 2014 Ranking Cresc SUBWAY 560 767 1050 1400 1 150%
MCDONALD'S 618 663 730 807 2 31%
BOB'S 407 442 485 523 3 29%
GIRAFFAS 338 370 407 396 4 17%
HABIB'S 279 304 331 338 5 21%
SPOLETO 233 252 276 319 6 37%
BURGER KING 101 140 224 318 7 215%
PIZZA HUT 76 64 70 75 8 -‐1%
KFC 11 17 19 21 9 91%
2.216 3.019 3.592 4.197 189%
3 ranking positions in 3 years!
Burger King in São Paulo The State is the focus of growth
São Paulo # Restaurants
Ranking 2011 2012 2013 2014 Ranking SUBWAY 2 168 229 321 413 1 MCDONALD'S 1 287 307 332 370 2 HABIB'S 3 157 163 181 181 3 BURGER KING 7 41 60 100 166 4 GIRAFFAS 4 111 119 126 117 5 SPOLETO 5 90 101 107 117 5 BOB'S 6 78 87 96 100 6 PIZZA HUT 8 27 26 31 39 7 KFC 9 1 4 6 8 8
882 1.096 1.300 1.511
4th largest fasVood chain
Searching for new markets Potential Market Analysis
Household Income Workers density
Ea+ng out consump+on potencial Compe+tors Presence
Sales Forecasting Dimensioning the future investment
Predic+ve Model for Sales Forecas+ng
Business Informa+on -‐ Sales transac+ons -‐ Seats, parking lot spaces -‐ Store size, etc.
$$ OnMaps Informa+on -‐ Consump+on Poten+al -‐ Household numbers -‐ Workers number -‐ Etc
“OnMaps has supported Burger King's expansion strategy, helping us to evaluate sites for opening new restaurants. We can quickly and easily analyze relevant informa+on from the surroundings of our restaurants and use it to evaluate the demand of new prospec+ng points. OnMaps market informa+on is an essen+al input for the predic+ve model which forecasts sales of new restaurants, giving us more asser+veness for new investments. We are con+nuously improving the process and the next steps is to use isochrones, instead of radius, to calculate influence areas. With more realisKc influence areas, we will be able to do a befer esKmate of the number of potenKal consumers for our restaurants, which will help us to fine tune the predicKve model“
Patrícia Romancini, Market Intelligence Manager at Burger King
Oracle Spatial & Graph
Isochrones and ProporKonal Sum
Oracle Spa+al and Graph:
• NetworkAnalyst.withinReachingCostPolygon e NetworkAnalyst.withinCostPolygon for genera+ng the stores’ influence areas.
• SDO_AREA, SDO_INSIDE, SDO_INTERSECTION, SDO_ANYINTERACT for calculaKng proporKons of each census tract.
20%
Advanced tools Analyze a specific area, compare areas, combine market data and customer data, search for spa+al characteris+c, etc.
Market InformaKon Large amount of validated and frequently updated informa+on
Customer Data Client can upload their data: their stores, points-‐of-‐sale, customers, prospects, compe++on, etc.
Service and Support Highly qualified and trained team, with a focus on loca+on analy+cs and geomarke+ng
SaaS PlaVorm -‐ Cost effec+ve across small and large business
Geofusion Goal
OnMaps & Oracle Spatial and Graph Why Geofusion chose Oracle?
Benefits of Oracle SpaKal & Graph and Mapviewer
• Fast response +mes for querying large datasets (Oracle Database)
• Fast response +mes for map requests (MapViewer) • High availability (Mapviewer, Oracle DB and Weblogic) • Security • Flexibility for customized reports (APEX) • Support frequent data updates • Advanced Features for spa+al analysis (such as isochrones,
clustering, heat maps)
SupporKng Geofusion’s offer