Service for Geodata Integration in Customer Relation Management Systems

Customer Relationship Management systems are used to keep and log all important activities of a company related to customers. Per Sales Force Automation, the main goal of using CRM should be to achieve as more sales as possible. One way to achieve more sales is to attract more customers. Geomarketing is a relatively new direction of marketing which focuses on spatial insights about customers. One of goals of this paper is to show that geomarketing methods such as Huff gravity-based models can be used to improve CRM location intelligence experience as well. For this purpose, it’s shown how geodata can be integrated with CRM using microservices approach. This work focuses on providing a tool to create and visualize Huff-based model enhanced by customer text data (considering machine learning text classification) instead of traditional Huff model parameters. Finally, in spatial analysis, there may be a lot of different sources of geo data that are hard to aggregate and store – a unified data warehouse and spatial index are proposed to solve this problem.