Customer Profiling: Understanding customers to identify penetration and expansion opportunities

Introduction

This SpatiaLAB is designed to serve as a guideline for an independent student project in which you will perform customer profiling and segmentation analysis for an actual client organization. In it, you will use business geographic information system (GIS) software to develop a profile of the organization and its objectives, geocode and profile the organization's customers, and use the profiles to develop penetration and market expansion growth strategies.

Location

Determined by instructor and student

Time to complete the lab

This SpatiaLAB will take many days or weeks to complete and may be appropriate as a term project. Much of the time required will depend on interactions between the lab instructor and the client organization.

Prerequisites

An understanding of the role of site selection in retail management

Some experience in the trade area analysis and site selection tools in Esri Business Analyst Desktop Premium 10

Access to a computer running Esri Business Analyst Desktop Premium 10

Data used in this lab

Determined by the instructor and student