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%.