HOW THE SCIENCE OF GEO-MARKETING HELPS STRATEGIC DECISION-MAKING IN A CONTEXT OF INFORMATION REDUNDANCY

Abstract. The objective of this work is to investigate how the science of geo-marketing can help decision makers in a context characterized by the redundancy of information. We present the case of the Chieti-Pescara area characterized by several shopping malls. Here the redundancy problem is associated with the overlapping isochrones of shopping centers. We think that this problem reduces the importance of physical distance of a center and increases the capacity to analyse dynamically the attitudes and needs of people. At this purpose we introduce the theoretical possibility of using the data coming from purchases to analyse with appropriate solutions of data mining the dynamically changes of behaviors and needs of customers. In this article we present a theoretical approach with a combination of negative binomial and conjoint analysis approach. It could be the basis for a new work on large data set, or, Big Data.