In the beginning, we were three very complementary specialists:
- Full-stack engineer
- Geodemographic Data Scientist
- Marketing and business specialist
We worked for almost a year and arrived at a platform.
It was proven that we were capable of doing something that, in other companies, was done by dozens of people.
🤩
The first version was adopted in the classroom with good feedback from students, but when we presented it to professionals it was little different from what already existed out there.
It's interesting to look at that moment in retrospect, because at the time what is logical today was pure emotion.
The great revelation was realizing that the product of our work was the product of our experiences and we were not happy with our previous experiences.
😱
Before evolving the product, we had to evolve our concepts.
💣
We continued to adopt the platform in the classroom and turned to consulting projects until we were clear about what should be done.
Applying the Jobs to Be Done (JTBD) methodology, which maps the customer journey, we stress our relationship network to obtain in-depth interviews.
🤗
Pause for a sincere thank you to everyone who participated!
Having mapped the waiting points of the journey, we were able to identify ways to solve problems.
It was more or less like this:
- Nobody had time to prepare and people were parachuting, having to turn around to start a project
- All the training they received was tooling, like what button to push, not methodological, that is, they learned how to use a system, not why to use it
- The analyses were superficial, limited to a disjointed display of layers on the map
- Data from specific sectors was missing or did this data increase project costs enormously
- These maps, with data layers, were pasted into presentations for decision makers.
- This presentation stage was especially exhausting, as there was no support or template to follow.
- Insecurity in the use of information for the decision
Then we identified the points of relief in the persona's journey:
- Soft landing
- Learn easily
- Access to a validated methodology
- Data from other sectors that complement the analysis
- Perform analyses with agility and confidence
- Publish the analyses in consistent and persuasive presentations
- Reap the results of Geomarketing with less effort and costs
While we were still redesigning that journey, the market options remained:
- Sign the market-leading system on an expensive long-term contract and rely on training that teaches you how to push the button
- Subscribe to the follower system at a more reasonable price and tolerate this company's lack of experience in Geomarketing
- Hire a consultancy for specific studies
All options were suffocating.
No wonder, Geomarketing was seen as problematic.
There was a lack of fresh air, winds of freedom that would inspire new professionals to take part.
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This is the third article in this series that has already gone through:
Why are there so many Geomarketing platforms?
Next and last article in the series: