University of Twente Student Theses


Using spatiotemporal context in the marketing strategy decision process

Figueroa Garza, Federico Guadalupe (2013) Using spatiotemporal context in the marketing strategy decision process.

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Abstract:The use of the spatiotemporal context as a competitive advantage for doing marketing strategies is a rare topic for the companies. The integration of the spatiotemporal context, the use of social media and geoprofiling to create a geomarketing decision system is a uncommonly explored topic in geographic information sciences. In the past, there have been studies regarding marketing using spatial context and social media but with disconnected elements in the marketing decision process. The intention of this research is to analyze the importance of the combination of spatiotemporal context and social media in order to enhance the geomarketing decision process. The innovation of this research will be aimed by including the spatiotemporal context and the social media in a prototype to help the marketing strategy decision process. The geoprofile components enhance the geomarketing decision process giving insights on the consumer and allowing to detect patterns in a certain time and space. The development of a case study sets the context to introduce the city of Delft and the quest to conquer the local beer market. A database model and a prototype were develop as a proof of concept. The result of the prototype lead to the detection of certain spatiotemporal patterns that can give insight on when the company can apply more effectively their marketing campaigns. Keywords social media, geomarketing, spatiotemporal context, prototype, marketing strategy, Delft
Item Type:Essay (Master)
Faculty:ITC: Faculty of Geo-information Science and Earth Observation
Programme:Geoinformation Science and Earth Observation MSc (75014)
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