Knowing the exact location of customers and their characteristics, and in parallel analyzing the potential geographic location of each sales point, is essential for companies to take full advantage of their business strategies.
Geomarketing is a tool whose relevance has been increasing in the decision making of companies, because to define and implement strategic plans, it is necessary to have access to accurate information of the areas of influence of investments.
The information deriving from the searches made by people in a social network or a website can be analyzed through Big Data techniques, allowing the identification of consumer habits and their potential for growth.
Every time consumers enter the Internet and conduct searches, their transactional historical information, including geographic location data, customer behavior across digital channels, financial options, tastes and interests, and even their propensity to leave brands, among others, can be collected and leveraged by businesses.
When using data to make business decisions, companies must understand that having a lot of information is not the same as having real, verified and high quality information.
EDITORIAL
Every day more and more companies are using new methods of analyzing information to make their business decisions, but on the path towards change it is all too easy to make the mistake of believing that having a lot of information,real, is the same as having real, verified and high quality information.
The success of companies increasingly depends on their ability to integrate data analysis both for strategic and operational decisions.
Both the availability of data and the ability of technology to use it for analysis, have increased exponentially in recent years.More sophisticated algorithms have been developed and computational and storage power has steadily improved. The convergence of these trends is fueling rapid technological advances, aiding better business management.
The failure of polls on the presidential election in the US shows that in order to get the right information, data must be collected and analyzed with scientific rigor, free from any bias caused by the personal interest of pollsters and analysts.
EDITORIAL
Only 1 out of the 20 main pollsters, newspapers and television stations in the United States who possessed all the tools needed to properly manage the demographic data and surveys, was right in indicating who the next president would be.
The availability of data, a new generation of technology, and a cultural shift toward data-driven decision making continue to drive demand for big data and analytics technology and services.
Availability of information, new technologies and cultural change towards making decisions based on data is changing the way we do business.
According to estimates by the firm International Data Corporation (IDC), at the global level "...
The decline in the local harvest caused by drought has forced the country to double the volume of imports of the grain in the current year, 2016.
An article on Laprensa.hn reports that "...Jacobo Paz, minister of the Ministry of Agriculture and Livestock (SAG), said that the import of 170,000 tons of yellow corn (3.4 million quintals), which will be used for agribusiness has already been authorized. "
In 2015 foreign sales of drinks produced in the country have recovered from the fall seen in 2014, standing at $168 million.
An article on Elsalvador.com reports that "...Sodas and carbonated drinks are the main export product in the sector. The latest annual growth was 37.6%, equivalent to an additional $36.8 million, according to the latest industry ranking made by the Salvadoran Association of Industrialists (ASI). "
In a market that consumes about 40 million gallons of paint a year, agility in corporate management is a key factor.
An analysis of the Central American market made by Velia Jaramillo in an article on Estrategiaynegocios.net highlights from the beginning its main features: "...The mosaic of the Central American paint industry looks more colorful than ever.
There is a growing trend for pork consumption, encouraged in some countries in the region by ad campaigns created by companies in the sector.
An article on Eleconomista.net reports that "... Central Americans are eating more and more pork. At the head is Costa Rica, with a per capita consumption of 13 kilos in 2014. And while none of them are the same, all markets are demanding more.
The website for the "Business Intelligence System of the Association Agreement between Central America and the European Union" summarizes the regulatory framework, procedures, market information and other topics of interest to exporting SMEs.
The Ministry of Economy of El Salvador has put online a "Business Intelligence System of the Association Agreement between Central America and the European Union", a website which aims to present the content and the benefits of the Association Agreement in a format which is simple and accessible, so that Central American exporters and importers can receive this information and maximize opportunities.
While the average milk consumption per person in Central America is less than 100 kilos per year, Costa Ricans consume twice that amount in the time span.
According to the Foreign Trade Promotion Office (PROCOMER) from 2009 to 2013, imports of dairy products grew by 80%. The top dairy products entering the market are cheeses, due to product diversification, the positive attitude of local consumers to new flavors and the high resistance of the product during transportation and distribution.
A report prepared by SIECA contains data on the recent behavior of demand and international prices, and their impact on regional production and exports.
From the report by the Secretariat for Central American Economic Integration:
"The fall in coffee production volumes projected globally corresponds to a clear market signal that will detonate in upward pressure on the prices quoted for the aromatic.
A study has been released on the distribution chain of agricultural products, the food industry and plants, flowers and foliage.
From the introduction to "Marketing Channels for plants and foods in the United Kingdom", a report by the Costa Rican Foreign Trade Promotion Office (PROCOMER):
The UK is the third destination for exports from Costa Rica within the European Union and the third worldwide for our products in agriculture and the food industry, second only to the U.S. our main trading partner, and Holland which also serves to serve as a "hub" of entry into Europe. Even part of our exports to United Kingdom enter through the Dutch market, which serves as a gateway to other countries in the European market.
The propensity for a healthier consumption has created opportunities for drinks that prevent diseases.
From an article by the Costa Rican Foreign Trade Promotion Office:
According to the consulting firm Innova Market Insights, within the main trends for 2014 in the market for juices and beverages, is reducing waste in production processes and a greater focus on consumer confidence.
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