Reach Customers with Messaging that Matters Using Geospatial Tools and AI Derived Insights 

Produced by

Nikki Paripovich Stifle

Industry Manager, Consumer Goods & Services, Esri

Chan Lee

Director, Data & Visualization
Chick-fil-A, Inc.

Cinzia Amadio

SVP Global Marketing
Silversea Cruises

In this session, industry experts delved into the intricacies of leveraging geospatial tools and AI-driven insights to reach customers effectively. Nikki Paripovich Stifle, Industry Manager for Consumer Goods and Services at Esri, set the stage, highlighting the transformative potential of combining geospatial insights with robust data analytics. "We want to tell a great story that brings insight into your organization," she emphasized, underscoring the importance of understanding the nuances of customer data. She stressed on the need to optimize data collection and analysis processes, ensuring a data-driven approach to target audiences effectively.

The conversation took an exciting turn when Koby Ben-Zvi, President & CEO of, announced a ground-breaking partnership with Esri aimed at merging geospatial technology with location analytics. "Think about it," he enthuzed, "the leader in geospatial and the leader in location analytics coming together—it's a game-changer."

Amidst the buzz, Cinzia Amadio, SVP Global Marketing at Silversea Cruises, shared how Silversea utilized geospatial insights to target their niche audience effectively. "We're not for everyone," she emphasized, highlighting the importance of precision in targeting luxury cruise enthusiasts. By partnering with Jacada, Silversea crafted a sophisticated marketing strategy that capitalized on first-party data to identify and engage high-potential customers. The results spoke for themselves, with a significant decrease in customer acquisition costs in targeted areas.

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Chan Lee, Director of Data & Visualization at Chick-fil-A, offered a contrasting perspective, emphasizing the importance of data-driven decision-making in site selection and store development. "We help sell chicken," he quipped, highlighting Chick-fil-A's focus on convenience and capacity optimization. By harnessing geospatial analytics, Chick-fil-A tailored store layouts to meet customer demand effectively, striking a delicate balance between profitability and customer satisfaction.

Throughout the discussion, metrics emerged as a central theme, with both speakers emphasizing the need for tangible outcomes and measurable results. For Cinzia, success was defined by a reduction in customer acquisition costs and enhanced targeting precision. Chan echoed this sentiment, emphasizing the importance of aligning analytics with broader business objectives to drive sustainable growth.

As the conversation drew to a close, Nikki invited the audience to reflect on the key takeaways. "Partner with someone who knows what they're doing," urged Cinzia, underscoring the importance of collaboration in navigating the complexities of geospatial analytics. In closing, it was clear that the intersection of geospatial tools and AI-driven insights held immense promise for businesses looking to unlock new opportunities and drive sustainable growth in an increasingly competitive landscape. The speakers' diverse perspectives and real-world examples illustrated the transformative potential of geospatial technology in shaping marketing and sales strategies in today's competitive business environment.

MAR 2024