Customer Segmentation -

Customer segmentation

Group your customers according to the most relevant characteristics of your business. Here sociodemographic, economic, cultural variables come into play related to certain habits, etc.

From this, you can offer them services according to their needs, as well as classify the sales opportunities according to how valuable they are.

General Description of this use case

For all kinds of businesses, knowing as much detail as possible about the characteristics of their customers, both current and potential, is one of the most valuable resources for undertaking truly efficient actions. The information to be analysed will depend on the sector involved, and may include demographic, socio-economic, consumer, lifestyle and mobility data, and many others of a diverse nature.

As a result, actions can be taken that will have a greater reach and impact on the audience. This can be achieved by creating and broadcasting messages tailored to each profile, with content that is perfectly tailored to their needs and demands and that really captures their attention, reaching what are known as their pain points.

A clear sample of this potential can be found in the retail sector. Here, retail managers need to define different target customer profiles in order to carry out promotions, define their product portfolio, marketing strategies etc.

In the telecommunications industry, customer segmentation is also very useful for lead generation operations and for retaining existing users, as well as for knowing where to deploy networks in order to properly serve each user’s requirements in terms of coverage and quality of service.

Learn how this apply to your business

Tell us the particularities and needs your project needs to be able to implement a plan specially designed for you.

What solutions do you need?

In order for customer segmentation to be truly effective and representative of the reality of each area, it is necessary to have various datasets that offer information of interest, updated, real and as granular as possible.

For retail, it is necessary to analyse data on the most and least sold products, the distribution of the public by days and hours, the average ticket per customer, the socio-demographic profiles of the nearby population (age, types of families, income and educational level…) and all the data that each business considers key in order to have a real vision of its public.

In the Telco sector, it will be necessary to delve deeper into information on average voice and data consumption, the types of tariffs contracted, levels of satisfaction with the service offered, the market share of each company present in the market and many other variables.

All this information, in order to really unleash its full potential, will have to be duly processed by technological solutions that will make it possible to identify patterns, trends and, in short, to draw a customer profile that is as true to reality as possible.

Telco network optimization

It optimize the rollout of mobile telecommunications networks, improving the user experience so that they enjoy an optimal service in terms of signal quality for each of the telco use cases. In addition, it maximizes the profitability of the core and radio access network infrastructure. All this optimizes the network topology: by placing the right equipment in each of the locations.

OMNICHANNEL RETAIL NETWORK OPTIMIZATION

The retail sector is clearly marked by the influence of different sales channels, such as physical and online stores. Therefore, it is essential to know the geospatial data that explain the dynamics of these channels, as well as the cause-effect relationships between them. With Locatium, you will be able to choose the best locations for new stores, predict results in new locations, mitigate the influence of competitors considering cannibalization, and optimize the right online-Vs-offline mix in each location.

Do you want to see how
many industries this use case applies to?

Customer segmentation is a critical process for a number of industries. From Locatium would like to help you identify the main industries where we can lend a hand to prevent this from happening.

Retail

Geographic data is a high-value resource for analyzing the effects of the industry's own omnichannel and for customer segmentation. With them, the locations of the establishments and their particular characteristics can be set more accurately, avoiding cannibalization and the influence of competitors.

Telco

With such a wide offer, telecommunications companies are forced to offer excellent service to their customers to be truly competitive. To achieve this it is necessary to design an infrastructure capable of meeting the needs of the user, as well as doing it with the greatest efficiency. Geolocated information is key to your site selection and deployment.

fmcg

Geospatial technology greatly speeds up the supply of fast consumer goods, facilitating their access for all buyers through an adequate choice of the locations of the establishments, as well as the types of products that these really demand.

Restaurants

Choosing the most valuable location for hospitality businesses involves analyzing useful geospatial data to attract customers who come to the physical establishment and for those who request home delivery (OoH marketing). It is also important to know the degree of saturation of each market, in order to know the ideal number of restaurants for each one of them.

Healthcare

Geographical data to know precisely and without risk the best situation for the performance of clinics of various medical specialties. These greatly increase the planning capacity of the various brands in the sector in specific markets.

Banking

The banking sector faces a challenge when it has to design a network of branches that satisfy the demand of its clients, as well as optimize its portfolio of financial products based on the characteristics of its target audience, both current and potential.

Automotive

The geolocated information allows you to decide in a documented way where it will be most beneficial to locate dealers and workshops. For this, areas of influence, prediction of demand, levels of cannibalization, and those establishments that are more and less profitable are taken into account, among other variables.

Want to know more about this use case?

If we have caught your interest or if you have any questions, we will be happy to help you without any obligation so that you are really clear about how Locatium can contribute to the success of your project with our datasets and advanced solutions.