The project
Industry: Telecommunications
Location: Colombia
Claro is a subsidiary of América Móvil, the leading provider of telecommunications services in Latin America, with operations in 18 countries in the Americas and the Caribbean. Claro Colombia (formerly known as Telmex and Comcel) is a leading telecommunications service provider in the country, offering its customers a full range of technology and communications solutions and the best service experience in one place.
About Claro Geomarketing
Strategic decision-making requires as much high-quality information as possible because of its complexity and the many external factors involved. However, information quality alone is not enough: the information must also be available and easy to visualize. This is where the Geomarketing platform plays a fundamental role.
Geolocation as a market segmentation strategy adds value when applied to sales, where accurate customer segmentation is increasingly important to offer people what they are looking for and deliver optimal service. This is an example of strategic decision-making where geomarketing can help.
Results with Google Maps Platform
- Support as a versatile tool for visualizing geolocated information on a robust, powerful data management and analysis system, transforming disconnected data and figures into powerful business information.
- Links commercial data with spatial data to provide context and enable a visual map presentation.
- Geolocation supported by most modern devices and desktop browsers.
- More timely, faster delivery of information to obtain the precise insight needed for commercial decisions.
Google Maps Platform products used
- Maps JavaScript API: displays the map itself. Through this API, users can view any results from the business's own information using the Google Maps APIs we choose to implement.
- Street View API: Embed real imagery with 360-degree panoramas, improving the user experience and reducing the cost of sales teams traveling into the field to assess a location's potential and encourage customer acquisition.
- Autocomplete (Places API): offers predictions based on the search location, anticipating the full address before it is entered. This address and/or point-of-interest validation system reduces typing errors and, as a result, search abandonment.
- Details (Places API): Provides details about establishments and/or points of interest, such as opening hours, ratings, prices, and more, near the displayed information. It also provides location information for existing customers and competitors.
- Geocoding API: Converts addresses into geographic coordinates and vice versa to ensure accuracy of the data provided.
The challenge
The challenges of the Geomarketing solution involve geolocating or georeferencing Claro's customer information to display it on Google's base map and measure spatial correlations with other relevant information sources, including points of sale, competitors, and population projections, to gain a competitive advantage.
The project's main challenge was developing an intuitive platform capable of effectively integrating large volumes of scattered information located in different data sources, while addressing the lack of databases containing required information, such as income and expenditure data for the Colombian population, to infer sociodemographic characteristics.
Visualizing information on a map, including both customer-provided data and data extracted from different databases, has made interpretation much easier for the target user, offering a new perspective on the situation. It has revealed new opportunities and threats that the customer was previously unable to identify, improving decision-making.
The solution
Servinformación has developed a scalable technology solution for Claro Colombia that integrates different sources of geographic information with the customer's own information, which the customer can upload to the platform independently. This creates a technology tool to examine socioeconomic influences in local populations and analyze whether there is a correlation between the commercial offering and the predominant socioeconomic composition of nearby communities. It increases conversion rates by tailoring campaign targeting according to geographic location.
A geocoding process transforms the data provided by Claro into coordinates, as was the case for its existing customers, whose records also included commercial information. They can then be segmented according to the required strategy to make location-related decisions easier and enable better market analysis, from corporate strategy planning through execution.
