Turning Location Data into Actionable Market & Customer Insight
Customer Challenge
An eCommerce company needed to perform analyses to identify potential locations where opening a physical store would have the highest probability of success based on historical internet and retail sales.
Innovative Solution
Illumination Works developed an application to easily compare customer and revenue differences among various locations of interest. The geospatial analytics tool enables users to enter the potential store address, acceptable drive time to the location, time period, and other retail considerations. The tool outputs dollars spent by existing customers, given the filters applied. Ultimately, the capability allowed the eCommerce company to make data- and analytics-informed decisions regarding future store locations.
Benefits/Outcomes
- Visualization of the distribution of demand in terms of dollars spent in the last year
- Tabular aggregation of demand broken down by census block group
- Provides location-based performance metrics
Toolbox
- Application Development
- Data Wrangling
- Geospatial Analysis
- Data Visualization
- Databricks/Apache Spark
- R Programming Language
- R Shiny
Business Value
- Improved selection process for store site
- Introduced geospatial data as part of decision-making process
- Faster turnover for requests regarding potential store sites
- Users with no geospatial experience can evaluate and compare potential store sites
Domain Expertise
- Retail
- Google Analytics
- Geographical Information Systems (GIS)
- Census
- OpenStreetMap data
