Dr. Giuseppe Manai, Director of Applied Analytics, DataSpark at Singtel

Dr. Giuseppe Manai heads the Applied Analytics team at DataSpark, leveraging telco-derived insights to provide analytics and consulting services to key clients within Singtel and beyond. He has over ten years of experience in using and implementing Advanced Data Analysis and Modeling across private and public sectors as well as academia, across domains such as digital and telco, tax and government, material science and physics.

In today’s connected marketplace, the customer journey is riddled with blind spots. Truly understanding how people behave requires state-of-the-art data science applied to the right data.

Consumers have been increasingly hard to find, understand and serve ever since the rise of online and mobile commerce fragmented the path to purchase across channels and devices.

Take Singapore, Southeast Asia’s first country with smartphone penetration above 100 percent. It’s no surprise MasterCard’s 2015 Mobile Shopping Survey found a third of Singaporean respondents use smartphones to research and buy products.

While today’s customers are hard to grasp, brands need to understand them because traditional marketing no longer works. Research shows millennials don’t respond to ads.

Winning over consumers demands a new approach. Forget repetitive messaging. Brands must now offer value and the chance to participate in a two-way relationship, where the brand plays the role of a facilitator and not that of a sales agent. Such role requires the brand to have many interactions at the right time, which demands a deep understanding of customers.

The ability to extract insights from data is key to understand consumer behaviour, online and off. But while many marketers leverage it, a 2015 global survey found only a minority use key sources of data on the customer journey.

How geospatial and web data spotlight the customer journey

Two of the richest data sources on the customer journey are geospatial and web data. Geospatial data gauges consumer behaviour in the physical world, while web data covers behaviour online.

By anonymously combining these two data sources DataSpark GeoAnalytics gets brands a step closer to truly understanding consumers.

With all the key information points across the consumer journey it enables much deeper insights. Leveraging such variety of data does not simply mean focussing on the specific action or trigger that each person takes, like browsing a website or being at a specific location at a certain time. The key is in codifying such actions through an intelligence platform that understands intent, predicts activities and provides the right insights.

Such rich data insights can ignite more sophisticated marketing.

Find loyal customers

By providing insights into behaviour, DataSpark mobility intelligence allows you to identify and target loyal customers.

By combining geospatial with point-of-sales data, for example, GeoAnalytics can locate frequent customers who spend more. Critically, it also determines what sets them apart from less loyal shoppers. These insights enable highly tailored campaigns to be designed and targeted to the persona and location of loyal customers. For instance, they could receive promotional information on sales at stores which are relevant to the consumer.

Identify hidden niche segments

Mobility intelligence also provides the tools to uncover hidden niche customer segments.

Through a process of hypothesis testing, GeoAnalytics defined some small to medium-sized enterprise (SME) segments with distinct location patterns in Singapore. Testing a hypothetical segment starts by inputting related criteria around location and content consumption. Through analysis, the hypothesis is refined until the segments are ready to be profiled and labelled. The segments can then be targeted with campaigns tailored to its niche characteristics.

Get the jump on rival brands

What truly sets apart the insights obtained from combining geospatial and web data through mobility intelligence is the ability for businesses to understand competitors – and thereby gain a competitive edge over them. GeoAnalytics maps competitors and their market share by measuring traffic at both physical and digital properties. It can even allow you to see which rival products your customers prefer. Armed with these insights, marketers can enhance their strategy to win customers from competitors.

To understand today’s consumers, you need to gauge behaviour in the physical and digital world. Spanning both worlds, mobility intelligence from geospatial and web data allows marketers to gain far deeper insights into the modern consumer journey, which ignites understanding and enhances targeting. The only question remaining is: which of your blind spots can GeoAnalytics help you uncover?

For more on how you can tap geospatial data to learn more about your customers, get in touch with DataSpark today.

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