The convergence between advertising and geospatial data is redefining the rules of the game in the media field.
A HYPR, in partnership with Mapfry, seeks young talent to solve a challenge that unites media and technology.
There was a time when the market was divided between offline and online stocks, which was overtaken by state-of-the-art technologies that integrate both worlds.
With access to location information for 96 million devices, almost half of the Brazilian population, HYPR has a privileged view of the market and offers this perspective as a service.
By integrating the behavior of the physical world with the digital world, they are able to move from online traffic to visitor information in stores after impacts of external media or mobile advertisements.
The premonitive movie Minority Report by Steven Spielberg, released in 2002, takes place in 2054, but the technologies presented in the plot are a reality today.
The future arrived earlier and caught us unprepared.
The transformations expected for decades ahead are a reality, but qualified professionals are lacking to deal with them.
The advertising market still thinks and acts considering two worlds, Off and online.
For this reason, we are looking for young professionals who are exponents of a new generation, the Young Geomarketers to Watch.
A contest that will develop talents for this new reality while revealing them to the market.
Take part in the Challenge And win out as soon as you register
The prizes
The two best places will receive:
- Full scholarship for the ESPM GeoHacker course
- Announcement of the award on HYPR, Mapfry and ESPM's own channels
- 1st place: award of an iPad (Apple)
- 2nd place: award of an Airpod (Apple)
For all participants:
- Free access to the Mapfry VIP plan during the challenge
- Discount on enrollment in the ESPM GeoHacker course
- Mapfry demonstration monitoring for in-case applications (the video of the session will be recorded and available during the challenge).
References about HYPR:
https://exame.com/esg/empresas-se-unem-para-calcular-neutralidade-de-co2-de-campanha-da-heineken/
The Challenge
The marketing team at SportWave, a chain of sporting goods stores aimed at young people (20-29 years old), has two challenges for this year:
- They intend to expand their operations to the Southeastern region of Brazil
- They want to achieve brand recognition through a media solution that combines the power of geospatial data with the efficiency of digital advertising
- They set aside a monthly media budget of R$ 200,000.00 for this goal
The Mission
As a potential member of the HYPR team, your objective is to develop an analysis addressing the following issues:
- Use geospatial and socio-demographic data to identify the best locations for new SportWave stores in the Southeast region
- Evaluate ways to maximize media budget and increase brand visibility
- Create a strategy that integrates physical store campaigns with digital e-commerce strategies
- Find market data that strengthens the analysis
Additional information for the case solution:
- The SportWave team carried out a marketing campaign last year with a budget of R$ 100,000.00 and obtained the results attached - this base must be used to carry out analyses and create premises for the future campaign
- The average SportWave ticket is R$ 250.00
- Tip: Evaluate the concepts of CPM, CPC, and CAC.
Expectations:
You must employ the tools and resources offered by HYPR and Mapfry to formulate a plan that involves analyzing points of interest in key areas, identifying potential high-converting locations, and evaluating the economic impact of the suggested strategies.
We value critical thinking, innovative vision, effective use of data, and the ability to tell persuasive stories.
Your challenge is more than just formulating a media analysis.
We hope that it will demonstrate the ability to dive deeply into the universe of geospatial data and propose action that not only solves immediate business challenges, but also establishes the path for future growth.
- Use Mapfry to identify opportunities in regions where competitors are present and assess the fit of the locations with the SportWave target, as well as other relevant demographics.
Information that you can analyze on Mapfry from the special access that will be provided:
- Areas of population concentration
- Shopping corridors, fashion, footwear and sporting goods stores
- Profile of residents of a region
Tip: Use competitors' stores as an initial reference.
- Evaluate media data to understand the impact of advertising campaigns on the conversion of users in SportWave's e-commerce.
- Develop strategies to increase the efficiency of these digital campaigns.
- Explore the role of HYPR as a facilitator of media activation with geospatial data.
- How would you use the HYPR solution to maximize SportWave's earnings through a campaign?
- Finally, create an integrated plan that combines the use of Mapfry and HYPR to develop an effective digital media strategy that intersects behaviors from the physical and digital worlds.
- This plan should consider both identifying the best areas for the expansion of SportWave and optimizing the media budget to increase brand visibility and attract new customers.
- Put all your ideas and answers in a presentation (PPT or PDF) and the calculations performed in Excel, in a way that convinces the SportWave team to follow their strategy.
Evaluation Criteria
Storytelling/The driving force behind the project
Visual quality of materials (layout, shapes, tables, graphics, texts, etc.)
Use of the data provided
Use of tools/technologies
Proposed Insights
Consistency of the analyses
Estimated economic impact
Prompts used (if using ChatGPT)
Data collection in different databases (IR, SBVC, Sebrae, IBGE, etc.)
Communication ability
Time Management
HYPR Solutions
HYPR O2O (offline to online): this product allows you to build audiences based on geospatial data, such as visits to physical stores.
All of these audiences can be activated through digital advertising.
These are some examples, but you can think of anywhere in the physical world to build an audience:
1 - People who visited a mall
2 - People who visited a pharmacy
3 - People who visited an O Boticário brand store
Graphical example:
Case explained
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