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Geomarketing mix optimization with big data & artificial intelligence

Author

Listed:
  • Jérôme Baray

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Martine Pelé

Abstract

This article introduces a new method for optimising the marketing-mix of a product or service by taking into account supply and demand features including their geographical location. Introducing the concept of geomarketing mix, the method using a factorial analysis and a fuzzy clustering enables to automatically detect business and strategic opportunities.

Suggested Citation

  • Jérôme Baray & Martine Pelé, 2017. "Geomarketing mix optimization with big data & artificial intelligence," Post-Print hal-01648482, HAL.
    • Handle: RePEc:hal:journl:hal-01648482
    as

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