Spatial DATA Mining of Fraunhofer IAIS - solution for location planning and goal-exact marketing
von 
Fraunhofer-Institut IAIS
19.02.2007 - 15:06 - Advertisement & Marketing
(prcenter.de) How many see an advertisement poster? The new frequency Atlas gives - poster for poster to information!
Spatial DATA Mining of Fraunhofer IAIS - solution for location planning and goal-exact marketing
Presentation on the CeBIT Hanover, 15. to 21. March 2007, resounds to 9 conditions B3
Sank Augustin, 5.2.07 - many enterprises look for reliable solutions for location planning, target group-exact marketing or for the optimization of their sales networks on the basis of geo data. They have own turnover, customer and marketing data existence, partially supplemental by geo data of public and private offerers. But with their enormous heterogeneous volume of data, distributed over data bases, DATA Warehouses and geo information systems, they push now at borders of the integration, analytics, management and result transparency. Or their customer data banks can illustrate information such as age group, family status and income only to purposeful testing for geographical maps. These programs however are not suitable, in order to analyze connections.
For successful marketing the methods of the DATA Mining offer themselves. Thus automates large volume of data for hidden samples, searched regularities or remarkablenesses, in order to then form a reliable and precise forecast model.
Researchers of the institute for Fraunhofer for intelligent analysis and information systems (IAIS) in sank Augustin the DATA Mining since geo information data expanded. Finally and to offer thus georeferenzierte information has 80 per cent of all data a space reference. The interdisciplinary Forschungsgebiet, that be based on the partial disciplines machine learning, data bases, statistic learning and software engineering, is presented on the CeBIT (9 conditions B3 resounds) with the product names “CommonGIS” and “Spatial Miner”. It helps the advertising industry during the location planning of advertising surfaces and goal-exact Direktmailing or supports selling and marketing with turnover strategy, branch and Franchisemanagement.
Best Practice: Spatial DATA Mining for marketing and customer analyses
For the professional association for external advertisement (FAW) the IAIS developed an intelligent prognosis model for traffic streams. The result is a precise forecast, as many humans at which locations go along or will drive. The frequency Atlas was developed for cities over 50.000 inhabitants and is recruiting and places price transparency to make and economically plans to help.
For the portable radio offerer Vodafone examined the IAIS by Spatial DATA Mining, which reasons are present, if customers quit. The results permit prognoses, which customer groups or Shop districts are notice-endangered and permit so the goal-exact control of loyalty measures, in order to win potenzielle Kündiger back.
E.ON Ruhr gas wanted to offer individual product packages to its customer in the context of the Deregulierung of the current market. A condition for it was the knowledge of clear customer profiles. Fraunhofer IAIS compiled correlation studies, in order to determine statistically significant attributes, which explain particularly well success and failure of the gas acquisition. Visual analytics, Spatial DATA Mining and statistics were used. Formed the database marketing data, soziodemographische data and geo data. With the help of the determined profiles a economical and efficient marketing concept with above average success ratio could be realized.
Their partners:
Terence Dörflinger
Tel: +49 (0) 2241 14-2725
Terence.doerflinger@iais.fraunhofer.de
Andreas's erring course
Tel: +49 (0) 2241 14-2493
Andreas Irrgang@iais.fraunhofer.de
You find this text in the Internet under http://www.iais.fraunhofer.de/pressemitteilungen.html
Institute for Fraunhofer for
Intelligent analysis and
Information systems IAIS
Lock Birlinghoven
53754 sank Augustin
Press contact:
Ute contactor
Institute communication & strategy
Telephone: +49 (0) 22 41/14 34 82
Fax: +49 (0) 22 41/14 20 34
ute.schuetz@iais.fraunhofer.de
www.iais.fraunhofer.de
Fraunhofer the IAIS investigates and develops
innovative systems, around data
to analyze and information too
open, in software and hardware.
The core authority of the institute
cover machine learning and
adaptive systems, DATA Mining and
Business Intelligence, automatic
Medium analysis, interactive development
and exploration as well as autonomous
Systems.
Contact Informations
mpr
Feldbergstr. 49
DE-60323 Frankfurt am Main
Tel: 069 71034345
mpr marketing public relation
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