In recent years we have successfully launched a service based on the analysis of geolocation data. By using this service, you can get a more accurate picture of the habits of your existing and potential customers and clients. The solution also helps them to understand how their customers engage - or don't engage - with their company. This service can also orient customers on what promotions and tools they can use to gain more market share and reach more customers.
Due to the cooperation between KPMG and Magyar Telekom, the above analysis uses aggregated and anonymised geolocation data. This allows us to help our customers by analysing the characteristics of around 45% of Hungarian mobile phone subscribers.
"Telekom and KPMG are working together to exploit the potential of geolocation data. With this specific data analytics methodology, our customers will also have access to information that will help them make data-driven decisions, which can be the basis for future-proof operation in most industry segments." - summarized Anita Hodosán-Hartai, Product Owner of Magyar Telekom Wholesale Data Squad.
Geolocation data is an excellent way for a shopping centre to gain deeper insights into its customers, for example, who previously could only be identified by visitor numbers and purchase data. This data can be used to assess, for example, the route taken by shoppers to reach the shopping centre, the actual catchment area of the complex, other locations and competing stores visited by shoppers, the time they spend in the building, their demographics and other important consumer habits.
The analysis of geolocation data can be extended to identify the target groups for marketing campaigns, measure the success of campaigns, or even recruit employees, choose the ideal location for headquarters or conduct other useful research.
The analytical method can be extended to a wide range of applications, as confirmed by the projects and collaborations carried out so far. So far, it has proved useful not only in the commercial sector, but also in financial institutions and other sectors, including the insurance sector, where it opens up new possibilities for pricing insurance products: valuable additional information can be added to KGFB pricing, e.g. the annual mileage of subscribers or the number and destination of trips abroad for travel insurance.
