Geomarketing for Financial Services

Development of a geographic marketing system to provide savings banks with a way to carry out analyses of the information for the markets in which they operate.

Business Problem

Improvement of marketing tools so that the savings banks participating in the CECA's project can meet their needs better and detect new business opportunities.

Solution

Development of a geomarketing platform which will allow the savings banks in the project to offer a new internal service allowing them to identify new models of knowledge of their customers.

These are some of the functionalities developed: display of the savings bank's branches and those of the competition, customers' location, determination of areas of influence, market segmentation, customer and branch penetration indices and geographical alerts.

Users of different savings banks can access the application over the Internet.

Benefits

The system facilitates the work of sales, marketing and network expansion departments when it comes to producing the strategic plan for the different savings banks in the project, by analysis of future demand, analysis of the environment (competition), and analysis of the current and future positioning of savings banks.

"We have integrated innovation and technology to enable the difficult challenge of improving the commercial management systems of the customers of the CECA"

Oscar González Romero
Product Manager

Other projects

In this sector :

• Search Engine for la Caixa

  Introduction of a search system in La Caixa's internal network and in the corporate web portal.

• Implementation of an online GIS

  Distribution of spatial information and geomarketing functionalities among different departments of the organization as the base for improved decision-making

• Enterprise search service

  Providing Mapfre's portal (www.mapfre.com) with search capabilities.

• Branch location project

  Introduction of a branch locator on the BBVA's corporate web portal.

• Branch location project

  Creation of an application integrated in the web portal of La Caixa savings bank allowing location of branches and ATMs.