Technical Field

The invention is mainly aimed at FMCG (fast-moving consumer goods) industry and is related to the geographical segmentation system and method, which is used for multi-purpose in the retail, market, and health industries, and which enables the modeling of a product according to all demographic, geographical and mobile variables around the point of sale.

In particular, the invention relates to a geographic segmentation system and method that attempts to explain the success criteria of sales using demographic, geographic, and mobile data using statistical techniques and enables the creation of the most influential segment groups for the company by combining many data in demographics, POI data, mobile mobility data, commercial value data, and sales data.

Prior Art

Geographical Segmentation consists of combining different numerical and verbal data and bringing together statistically significant classes. In current practices, it is tried to determine meaningful success criteria by looking at the relationship between many variables and sales one by one. Performing many analyses, accounts, and inquiries with different data sets causes transactions to become cumbersome operationally, and companies have difficulties in managing this process. It becomes difficult for the point of sale to get output to take action in the real world. Companies have a challenging time directing and managing field teams. Especially in the FMCG (fast-moving consumer goods) industry, since there is a constant supply and demand, it is critical to make logistics arrangements and route visits in the companies, deliver the products to the sales points, and sell the products at the right points. If the products are positioned at sales points where there is no correct consumption, this creates serious return problems and waste in the long term.

Performing analysis with various data, for example, investigating the connection of a sales point with the surrounding population, is one-way modeling in existing applications. Trying to make sense of it with various variables, such as household income, educational status, age groups, etc., makes it difficult to interpret the work and draw conclusions. There is a need to establish a meaningful model with multiple variables and a definition for rapid action in which operational management can be achieved. As a result of technical research, a Korean patent application no. KR20140132795A has been found in the literature. The summary of the said invention is as follows: The invention relates to a system and a method for estimating a spatial development pattern based on an urban form determination factor and, more specifically, to a system and a method for estimating a spatial development pattern and density of future urban space. It achieves this purpose by dividing a total urban space into hexagon polygon using a geographical information system and using physical urban form determination factors (physiographic feature, traffic facility accessibility, and use district status) belonging to the divided space. In order to achieve this objective, the system for estimating a spatial development pattern based on an urban form determination factor according to an embodiment of the present invention includes a divided space information collection part, a calculation part, and an estimation part.

As it can be seen, the system is related to the determination of special spatial areas and the analysis of field investments; besides, it does not mention a structure that can provide a solution to the disadvantages discussed above.

As a result, due to the above-mentioned drawbacks and the inadequacy of the existing solutions, an improvement in the technical field has been required.

The Purpose of Invention

The invention is intended to provide a structure with different technical features which, unlike the structures used in the present technique, brings a new development to this area.

The primary purpose of the invention is to reveal a geographical segmentation system and method that enables the positioning of products at sales points according to sales habits.

One purpose of the invention is to solve the problems faced by the industry, such as over-return problems, positioning of products at the right sales points (for example, putting child-oriented products close to the school environment, or products such as detergents mostly around residential areas) by planning their sales operations by segments.

Another purpose of the invention is to create a more compact structure by combining many different variables with a geographical segmentation model. With the invention, sales points are grouped according to all demographic, geographical, and mobile variables around them. Meaningful groups of 4 or 5 classes are formed accordingly, such as Segment A, Segment B, Segment C.

With the system and method of the invention, the segments are associated with the product and total sales at the sales points, and inferences are made about which segments products can sell better. According to the segments, the results differ considerably in the product detail, and the companies place their products at the right sales points accordingly. According to the segment of the point, sales points are supported by investments such as cabinets, awnings, signboards, etc. Products are offered for sale where they are within the reach of the right target audience. Following these arrangements, an increase of 7% in general sales and an increase in product detail sales are observed. Field teams plan their visits according to the segment groups of the points and carry out activities such as promotions, discounts, etc., according to which segment group the sales point falls into.

In order to fulfill the purposes described above, the invention is a geographical segmentation system that brings together many data in the titles of mobile mobility data, commercial value data, and sales data to create meaningful geographical segment groups for companies, wherein; comprising,

• A geographical database in which numerical and verbal geographical data are collected, organized and standardized,

• A map engine that enables querying demographic, geographical and other numerical data around the analyzed point,

• Statistical tools that enable the application, evaluation and analysis of statistical processes after the data is prepared for analysis by creating queries in the map engine,

• A customer database in which success classes are defined for the customer, based on demographic, geographical, and other variables, by combining them with customer data, after the classification of the classes created according to the common characteristics of the data, employing statistical tools, is made,

• A segment group creation unit that provides interpretation of sales points with defined success classes together with sales data,

• A results reporting unit that enables the classifications created with real sales data to be reported, applied on a platform and converted into a format usable in business processes as a result of meaningful processing of the data

The structural and characteristic features and all advantages of the invention outlined in the drawings below and in the detailed description made by referring these figures will be understood clearly, therefore the evaluation should be made by taking these figures and detailed explanation into consideration.

Brief Description of the Figures

Figure 1 is the schematic representation of the system of the invention. Reference Numbers

1. Geographic data

2. Geographic database

3. Mapping engine

4. Statistical tools

5. Customer database

6. Segment group creation unit

7. Results reporting unit

Detailed Description of the Invention

In this detailed description, preferred structures of the invention are explained only for a better understanding of the subject matter and without any restrictive effect.

In particular, the invention relates to a geographical segmentation system and method that brings together many data in mobile mobility data, commercial value data, and sales data to create the most meaningful geographical segment groups for the company to increase sales success.

In the system of the invention, the geographical data (1) obtained from external and internal sources are kept in the geographical database (2). Geographic data (1) consists of many data under the headings of demographics, POI data (Point of Interest), mobile mobility data, commercial value data, and sales data. Numerical and verbal geographic data (1) are collected, organized and standardized in the geographic database (2).

Demographic, geographical, and other numerical data around the analyzed point (store, market, etc.) can be queried through the mapping engine (3). After the data is prepared for analysis by creating queries in the mapping engine (3), statistical operations are applied, evaluated and analyzed by means of statistical tools (4).

There is a customer database (5) in which success classes are defined for the customer, based on demographic, geographical, and other variables, by combining them with customer data, after the classification of the classes created according to the common characteristics of the data, employing statistical tools (4), is made.

The interpretation of the retail outlets such as customer, store, grocery store, etc. together with the sales data is carried out in the segment groups creation unit (6). Here, the correct classification methodology is established for the customer, the statistical results depending on the data are interpreted according to the industry, and the most appropriate classes are defined. As a result of the meaningful data processing, the classifications created with the actual sales data are both reported and converted into a format that can be applied on a platform and used in business processes in the result reporting unit (7).

After the created segments are reported, they are added to the mapping engine (3) platforms again in order to be opened to customer use in a dynamic way; from there, they are converted into applications in business processes.

The process steps realized with the system of the invention are as follows;

• Collecting, organizing and standardizing numerical and verbal geographical data (1) in a geographic database (2), · Querying the demographic, geographical, and other numerical data around the analyzed point by the map engine (3),

• Application, evaluation, and analysis of statistical operations by statistical tools (4) after the data is prepared for analysis by creating queries in the mapping engine (3),

• Defining the success classes for the customer in terms of demographic, geographical, and other variables by combining them with the customer data in the customer database (5) after the classifications are made according to the common characteristics of the data utilizing statistical tools (4),

• Interpretation of sales points defined in success classes together with sales data by segment groups creation unit (6), · Reporting the classifications created with actual sales data resulting from processing the data in a meaningful way by the result reporting unit (7), applying them on a platform, and converting them into a format that can be used in business processes.