Sunday, September 29, 2019
Waze-Analytical Proposition
Strategic Value of Information Technology ââ¬â CRM / Analytics Waze- Analytics Proposition 1. waze currently gathers the following data on its clients: GPS data ââ¬â where users are and when, the application learns the users driving routes in order to give them the best personalized route to their destination. 2. We propose to add new data regarding userââ¬â¢s personal characteristics and consumer preferences. Once the system detects that the user has stopped in a spot of interest ââ¬â shopping center, gas station etc. a short questionnaire will pop up.This will include 2-4 questions regarding user characteristics and preferences relevant to specific place. In return to answering the questions user will receive points ââ¬â user who gains a certain number of points will receive an e-coupon as an incentive to cooperate. For example ââ¬â User stops at a specific shopping center and following questionnaire pops up: 1. Gender: Female / Male 2. Age group: 18-22 / 23- 30 / 30-40 / 40-50 / over 50 3. What stores do you plan to shop at? A list of participating stores in the shopping center 4. A specific question regarding one of the stores chosen by user in Q3.The final lists of questions will, of course, be devised by our marketing specialists. 3. Together with current user data regarding ââ¬â time and place the additional demographic data and consumer preferences collected provide businesses with a unique set of valuable marketing information. Waze can collect the information and sell it to different businesses which will analyze it for their specific need. An example of how this data can be useful: ââ¬Å"Pazâ⬠and their ââ¬Å"Yellowâ⬠convenience stores might decide to purchase consumer data from waze.Then they might find out that at a certain location between 2 to 4 PM a large amount of mothers of young children consistently stops at the competing ââ¬Å"Delekâ⬠gas station across the street. Then ââ¬Å"Pazâ⬠will dec ide to advertise via waze a diapers sale at ââ¬Å"Yellowâ⬠at this location during these hours, thus attracting the mothers to fill their tanks at ââ¬Å"Pazâ⬠and shop at ââ¬Å"Yellowâ⬠. This way waze wins twice ââ¬â first it gets paid for the data that they collect and then they get paid again for the focused advertising through their application.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment