Geospatial Applications in Marketing Analytics
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1. GIS for Community Economic Development –Case Study: Essex County, NJ. The New Jersey Institute for Social Justice.
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Working as a GIS consultant with the New Jersey Institute for Social Justice -NJISJ, I was responsible for the collection, development, and analysis of data pertaining to the location of banks and check cashing places, along with census information for these places. The goal of this project was to examine the relationship that existed between financial services and the different population segments that coexisted within Essex County, NJ.
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Overall, the study found an inverse relationship between the distribution of financial places and their location access in poor, minority, and disadvantaged communities.
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Findings from this study were produced for a white paper authored by Cleary, Y. at the New Jersey Institute for Social Justice -NJISJ- titled Access to Financial Institutions in Essex County. 2006.
2. Marketing Analytics.
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As a GIS Analyst at Geoscape International of Goldman Sachs**, I conducted a variety of marketing studies for several Fortune 500 companies. These projects required different methodological approaches to meet each client's specific needs and project requirements. Some of the methodologies developed during this consultancy using geoanalytics include customer retention analysis, population segmentation, site location assessment, sister-company siting, and comparative competitor analysis, among others.
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3. Geodatabase Development for Marketing
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In addition, I made important contributions to the refinement of the backend geodatabase. By performing spatial analysis and geoprocessing at the zip code level, my research contributed to the deduping of search queries to produce cleaner outputs. These contributions benefited both, the company’s internal research team as well as the much larger portfolio of exclusive corporate clients.
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