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A solution was customized to understand the structural factors of the Brazilian cities for cross-selling
purposes. The ArcGIS Geostatistical Analyst extension was used for exploratory
spatial data analysis and to create a statistically valid surface. The analysis was developed
using a municipal Geodatabase (more than 800 variables and 5,561 cities). The final cluster
(market segments) was compoused for 12 groups with different patterns for cultural,
infrastructural, and urban behavior. The results were integrated to marketing users of one big
Brazilian wireline operator for forecasts and cross-selling purposes.