An approach to improving marketing campaign effectiveness and customer experience using geospatial analytics
This article discusses a case study in which a South African furniture and household goods retailer wishes to improve its marketing campaigns by employing location-based marketing insights, and also to prioritise customer satisfaction. This paper presents two methods used in an exploratory exercise...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Stellenbosch University
2017-08-01
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| Series: | South African Journal of Industrial Engineering |
| Subjects: | |
| Online Access: | http://sajie.journals.ac.za/pub/article/view/1646 |