Targeted digital marketing is a key element in the marketing strategy of the in-store based retailer. To optimize brand and location awareness, strategies must incorporate GIS based search optimization tools in order to efficiently identify customer potential. Omnichannel strategies need to include a location element in order to maximize returns on investment in digital marketing. A Location Data Management strategy enables the critical retail capabilities needed to support in-store as well as online sales.
The inclusion of CRM data further expands the ability to identify the ideal customer base. Furthermore, location based CRM data integrated with underlying demographics leads to a rich environment for the statistical analysis of the drivers of in-store sales as well as online conversions. A full range of statistical techniques may be used including non-parametric to multivariate regression applications.