Spatial analysis of data is becoming imperative in media planning, according to Wayne Ha, head of analytics at Unique Digital. In a webinar hosted by Esri UK, Wayne will turn to his background in analytics to share insight on how to turn data into extraordinary marketing initiatives, bringing something different and exciting to the creative minds that work with him.
He explains: “assumptions are often made about the extent of information that CRM data offers; it is the potential transformation of that data that makes all the difference. Engineers and academics are no strangers to GIS, but we in media are just discovering it.
“Drawing on the example of a transport company, intra-urban migration patterns of its customers can be regulated, simply by visualising customer road journeys on a map. This helps to inform fleet positioning, set fares and promotions and can be achieved through spatial analysis – you can also add more layers of data; event information can be added to see what influences these taxi requests and adverts could be planned on event days, targeted at key demographic, in highly profitable areas. The possibilities are endless.
“The role of the marketing agency in this case is fundamental to the client and gives them so much more than a campaign plan. Not only do they know where to advertise and when, but they can predict demand and ensure resources are available in the right areas at the right time – now the agency really has transformed their client relationship to become a value-added business partner.”
This webinar will be held on August 10th and is available to access for free here.