While it is true to say that BEMAP is an OCR (Optical Character Recognition) platform for capturing amounts and products on paper retail receipts, it also marks a breakthrough in the
analysis of data aggregated through this system.
Advice Group wins the challenge and enables this technology to validate data for the purposes of contests, loyalty programmes and cross-comparisons. This means that from now on cluster dynamics will be able to enhance the study of mapped data and, consequently, the degree of user trust placed in the various brands. BEMAP's infrastructure is located in Italy and processes the data in compliance with the law, allowing investigation activities in respect of the consents provided by users by using the data in an aggregated and anonymous form.
Consumers are by now increasingly critical in deciding whether or not to give up their data in exchange for an application product or service: the task of a company is thus to fall within the sphere of values which reflect their interests and to manage the general details of end users in a secure and transparent manner.
Using OCR technology, retail receipts, online purchase receipts and invoices from the B2B world can be read, reducing the time of their acquisition and the margin of error of manual data entry, improving the quality of semantic reading, optimising the costs of converting documents into digital format, of content analysis and of purchasing behaviour. The aim is to generate brand trust and achieve details that also define a picture of the best performing retailers. Using this system, instant wins and contests, promos or cashbacks, loyalty - i.e. the mapping of a product, perhaps associating it with up sells or cross sells - and basket analysis, i.e. aggregated market surveys on a sample of users in real time, can all be verified.
In a single solution and within the same dashboard will be behavioural data, product categories, brand competitors, volumes and spending potential by consumer clusters and distribution by geographic areas. All this enhances the user profile information base.
Several multinational companies have already equipped themselves with this tool, thanks to which it is possible to obtain a complete overview of their customer base. Through a system of behavioural data analysis, in fact, qualified profiling is obtained to improve business actions and value-based dialogue with the user, and targeted marketing strategies can be defined and activated, thereby enjoying an effective competitive edge on the market.
The user is thus prompted to make more purchases to access greater benefits, but also constitutes the main driver through which promotional initiatives are transformed into a research and development tool.
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