AAA Uses Target Marketing with Predictive and Geo-spatial Analytics

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At the recent Alteryx Inspire conference, the American Automobile Association (AAA) shared shared how they rely on predictive and geo-spatial analytics to better serve their members, their branch offices and anticipate business needs. For example, depending on population density and demographics, AAA tailors their offerings and membership services — thanks to analytics they can anticipate factors that they would otherwise not see.AAA is a federation of 44 affiliated clubs in the US and Canada and gets a million members every 12 months. In fact, one in every four homes in the US has Triple A. The types of requests AAA uses geo-spacial analytics include:

  • Investigation for specific target locations for club stores
  • Membership sales / and or opportunity
  • Business sales / and or opportunity
  • Opportunities for AAA partner product / service usage

AAA’s goal is to provide the highest degree of customer service to its members. As such, great effort is placed on developing intelligence to ensure the appropriate number of retail units in locations that will have the best touch points. The presentation below explores how AAA uses geospatial analysis to help pinpoint key locations based on traffic, but also in a way that provides branch managers with better insight into marketing to people who are most likely to transact at that location. The presenter is Daniel Mathieux, Director of Marketing Insights & E-Business, AAA. The slides for the talk can be accessed HERE.



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