One important, often overlooked method
is
partner-marketing, where a retailer promotes products or services offered by other
merchants. The main challenge in partner-marketing is to find partners, to determining whom a retailer should choose as partners among many
choices.
A retailer can make use of rich
information from mobile and geo-social media to find potential partners
in a geographic region.
The explosion of mobile and geo-social media in
recent years has led to increasing insights about consumers'
footprints — which shops they visit, where they travel, and where they
live and work. In addition, geo-social data also reveals which regional
merchants are popular and why.
There is a series of partner-finding
techniques that leverage geo-social data at increasing granularity and
discuss analytics to rank potential partners.
Retailers can combine geo-social
data with traditional data such as demographics, weather information,
and their own marketing databases to personalize partner-marketing.
Source, further read: J. Bao ; A. Deshpande ; S. McFaddin ; C. Narayanaswami : Partner-marketing using geo-social media data for smarter commerce
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