Geomarketing mix optimization with big data & artificial intelligence

Jérôme Baray () and Martine Pelé
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Jérôme Baray: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: This article introduces a new method for optimising the marketing-mix of a product or service by taking into account supply and demand features including their geographical location. Introducing the concept of geomarketing mix, the method using a factorial analysis and a fuzzy clustering enables to automatically detect business and strategic opportunities.

Keywords: Spatial Segmentation; Geomarketing Mix; Retail; Clustering (search for similar items in EconPapers)
Date: 2017-10-12
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Published in 2nd Big Data Workshop Proceedings, Higher School of Economics, Moscow, Oct 2017, Moscou, Russia

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01648482

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