Case History: Geomarketing

PROBLEM

Our customer – a well-known supermarket with over a hundred stores across Italy – needed to adopt a centralized architecture for its Business Intelligence systems in order to provide a simplified and shared analysis tool able to compare sales data with socio-economic statistics.
The objective was to allow the different strategic functions (Marketing, Sales, and Development) to direct marketing and assortment policies through geo-marketing analysis of the territory, stores, and buying behaviour of their consumer-members.

SOLUTION

Bridge developed a complete Location Intelligence solution, which was shared, standardized, user- friendly and able to explain the business events dependent on territorial characteristics.
Oracle Spatial & Graph functionality was integrated on Oracle Business Intelligence Enterprise Edition and Oracle Database Exadata Machine.
Data was consolidated in a geo-datawarehouse using a geo-coding process; geographical coordinates were related to more than 1,2 million stores and customer addresses, in order to render data efficiently and immediately accessible.
An interactive map of sales reports "stores by stores", demographics, iso-distance, iso-chronus was also created and provided via web browser.

RESULTS

The solution provides reliable analysis and a consistent, monitored view of data, allowing management to improve competitiveness by avoiding what is unprofitable.

Furthermore, thanks to a unified architecture, the client has also optimized operating times and reduced operating costs by 35%.