Location Intelligence for Multichannel Marketing Campaigns
Australia's leading inbound number provider, Jet Interactive, has implemented Yellowfin's
integrated business and location intelligence application to its Call
Tracker solution to extend the marketing analytics available to its
Traditionally, customers conducting multi-channel marketing campaigns
have had a limited ability to analyze Web data spatially by using tools
such as Google Analytics, but they lacked a similar tool that would
allow inbound call reporting.
Justin Graham, Jet's CEO, had a vision to reshape the inbound call
provision market by allowing customers' call data to be analyzed as
easily as their Web data and with a far greater emphasis on the spatial
component. He sought a solution that would use GIS to allow customers
to visualize call data and regional statistical and demographic data in
conjunction with standard tabular data.
Marketing professionals need to access timely and accurate data to
track the effectiveness and return on investment (ROI) of their
marketing campaigns. This need has been a major problem that required a
GIS solution. The challenge was to find a solution that would be a
combination of GIS and business intelligence (BI) and could be deployed
as a software as a service (SaaS) platform that offered the ease-of-use
required by the target market.
Graham's users are not GIS experts - they are business users, typically
from the marketing department, who want to view their data spatially
and have the ability to manipulate the spatial component of their
reports via the Web. A desktop application was not an option - delivery
had to be via the Web.
Jet collects tens of thousands of call data records for its customers
per day, and these provide a reference for the origin of the call - the
originating exchange. Graham knew that by taking these exchange data
and overlaying the Australian Bureau of Statistics data, his customers
could also access the demographic profile of callers. Jet used a
mapping service to geocode all 6,000 exchanges across Australia to
provide both centroid point data, as well as polygons for each
telephone exchange. This was stored as WKB geometry reference data in
its call tracking data warehouse. The MySQL data warehouse contains
call summary data for each telephone number used across all of the
customers' marketing campaigns.
Yellowfin's approach to location intelligence is to tackle it from a BI
perspective rather than from the more traditional GIS one. This means
that the Yellowfin solution treats spatial data as another, albeit
complex, data type that needs to be available for both tablature as
well as visualization-based reporting. Yellowfin has developed
optimization techniques such as intelligent caching and multi-layering
to overcome the performance issues that non-GIS tools often have when
rendering large polygons. This innovation means that queries are not
slowed by grouping on geometry, and in addition, the geometry data need
only be retrieved from the database once. The result - reports that are
incredibly fast to run - is something Web users simply expect.
The difficult issues associated with combining disparate spatial and
non-spatial datasets to create easy-to-use reports are solved using the
BI tools. Yellowfin's unique ability to not only query traditional BI
data but also render spatial data has enabled Jet to merge its call
data seamlessly with census data and provide its customers with an
unparalleled level of data visualization and understanding of their
callers' demographic profiles.
Graham explained that he sought a solution that would use maps to allow
his customers to visualize their call data and regional demographic
data in conjunction with standard tabular data: "Yellowfin's integrated
location intelligence allowed the call data to be analyzed as easily as
website traffic. Many providers offer their clients basic inbound
statistics, but this misses the rich insight that can be gained when
including spatial data in the analysis. The benefit that we got with a
product like Yellowfin was that it all came out of the box - fully
integrated. This allowed us to rapidly develop a highly interactive
portal for our customers who are not GIS experts, but business people
who simply need to visualize their data spatially."
Integrated location intelligence has allowed Jet to create a more
sophisticated call analytics tool than what Google Analytics offers
because of the geographic and demographic data used. Customers can see
a range of integrated data for very small geographic areas, increasing
the complexity of analysis that can be conducted.
For marketing professionals the effect has been dramatic. They can now
generate accurate and timely reports that calculate the customer
conversion rate, along with the origin of the call and the demographics
of that location. From there, they can ask questions like: How does
this fit with our product's positioning and branding? Will this call
have a higher conversion rate than other locations? What's the
population density and does this impact the propensity to call? Without
Call Tracker's spatial analysis they could not answer these types of
Using Yellowfin's Call Tracker solution, Jet's customers have the
ability to query the "where" as well as the "what" and the "when" from
the collected call data. This ability provides them with a distinct
competitive advantage and a tangible way to track and measure the ROI
of any marketing campaign and channel.
By combining call analytics with location intelligence, customers are
able to track the success of their traditional and online advertising
campaigns as they happen, allowing them to optimize their advertising
budget by region and population segmentation.