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2. Geomarketing mix optimization with big data & artificial intelligence

Author

Baray, Jérôme, Pelé, Martine, Institut de Recherche en Gestion (IRG), Université Paris-Est Marne-la-Vallée (UPEM)-Université Paris-Est Créteil Val-de-Marne - Paris 12 (UPEC UP12), Higher School of Economics, Moscow, and Baray, Jérôme

Subjects
Retail, [SHS.GESTION]Humanities and Social Sciences/Business administration, Spatial Segmentation, IRG_AXE2, Geomarketing Mix, [SHS.GESTION] Humanities and Social Sciences/Business administration, Clustering
Abstract

International audience; 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.

Published
2017

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