25 Derry businesses to get access to analytics tool
DERRY — The analytics firm Derry hired last year to help bring retailers and restaurants to the town has recently announced it will make its tools available to current local businesses.
Anne Struthers, Derry’s economic development coordinator, announced Monday at an Economic Development Advisory Committee meeting that 25 businesses would have access to the Buxton license. Town officials discussed how to choose those businesses.
The analytics tool that Buxton will make available in June is an online application that gives businesses information about customers in their area.
The company profiles individuals and households in the area using public purchasing records, according to Struthers.
The tool is also able to find out the locations of events where businesses could advertise.
The licenses would be free to businesses because of Derry’s contract with Buxton.
Struthers said that she would create a list of criteria for businesses to meet in order to apply for the license. Those criteria would be reviewed by the EDAC.
“It’s a really sophisticated tool. What our challenge will be is to make sure that we distribute it appropriately,” said Struthers. “We have to be careful there; it has to be fair.”
Struthers spoke about the length of time each business would be allowed to own the license, and considered different rental options.
Town councilor James Morgan suggested a library-style rental program for the licenses so that as many businesses as possible would have access to the technology.
EDAC Chairman Terri Pastori said that rental options might be too short for some businesses.
“A longer window is necessary because I would assume that the businesses would want to experiment a little bit,” said Pastori.
Struthers said she has experience creating fair and consistent criteria and that she would use that experience as her guide.
“We can’t pick winners and losers here, so we have to see what the level of interest is,” she said.
The EDAC agreed that it would monitor businesses with the licenses so that if a business was not using the tool, it could be passed on to another business.