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Transforming market expansion at Leroy Merlin Brazil: From descriptive geography to AI-Driven geo-intelligence.
FULL
Tuesday May 26, 2026 11:30 - 12:00 CEST
🤖 DATA/AI ARENA
Limited Capacity full
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The Geo-Intelligence initiative represents a strategic shift in how market expansion opportunities are identified and prioritized. By leveraging the ArcGIS platform (a leading Geographic Information System - GIS, used to analyze, visualize, and manage spatial data), we developed an AI-driven, state-of-the-art geospatial framework that integrates spatial data, market indicators, and internal sales performance to support data-driven geographic decision-making.

The analytical architecture combines state-of-the-art statistical modeling techniques, geospatial data enrichment, and automated ZIP code geolocation, enabling accurate estimation of market potential and current market penetration at a granular region level.

This approach also supports marketing and commercial strategy, helping teams identify high-value territories, target campaigns more effectively, and allocate sales resources based on geographic opportunity.

In addition, the framework incorporates state-of-the-art predictive models for sales forecasting, allowing the organization to estimate potential revenue and prioritize expansion areas before investments are made.

Integrated within the ArcGIS ecosystem, this initiative transforms geographic analysis into a scalable decision-support capability, enabling faster, data-driven expansion strategies and improved revenue growth planning.
Speakers
avatar for Eliana Junko Ishizuka

Eliana Junko Ishizuka

Leroy Merlin Brazil
Eliana has been working at the Leroy Merlin Brazil for 11 years in the Market Research area within the Expansion division. She holds a degree in Geography from the University of São Paulo (USP) and has strong experience in geospatial data analysis applied to business. Throughout... Read More →
avatar for André Rabetti Alves

André Rabetti Alves

Data Scientist, Leroy Merlin Brazil
André Rabetti is a Data Scientist with over 4 years of experience in data analysis, market intelligence, and machine learning, working on transforming data into strategic business decisions. He is currently part of the data team at Leroy Merlin Brazil, where he works directly with... Read More →
Tuesday May 26, 2026 11:30 - 12:00 CEST
🤖 DATA/AI ARENA 135 Rue Sadi Carnot, Ronchin, France
  Data / AI, Talk

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