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Traditionally location intelligence has been predominantly
associated as a sales and marketing tool. This is
particularly the case as sales and marketing efforts are
generally tied toward understanding where customers are and
how best to reach them, such as with print, radio, outdoor
or television. Using demographic analysis, location
intelligent solutions allow companies to accurately and effectively
pinpoint their target customer and to do so with collateral
that "speaks" to the customer in their own
language - literally. The
same tools are also invaluable in helping companies
understand where to locate new offices or stores as well as
how best to manage sales territories for maximize coverage
and market penetration. The following scenarios take a look
at how location intelligence solutions can positively affect the
direction, target, management and delivery of sales and marketing
efforts and campaigns across the entire enterprise.
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Demographic analysis is the ability to identify
where people live based on ethnic and socioeconomic
backgrounds. This is a powerful sales and marketing
tool as it is proven that people from similar
backgrounds tend to live and congregate in similar
areas. It is important therefore that sales and
marketing organizations understand where their
target audience lives and to tailor their message
accordingly, which leads to more effective sales and
marketing campaigns. For example, family orientated
movies will perform far better in areas with a high
concentration of families, as opposed to areas
predominately occupied by single or "double income
no kids" households. In the following sample
application a demographic analysis has been run
using Claritas lifestyle segmentation data that
identifies areas on the map that have a
preponderance of "Kids and Minivans", which are
families whose parents are aged between 35 ~ 54 and
have an annual household income under $70k.
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| Sales
Territory Management |
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To
effectively manage a sales territory it is essential
that a company understands where their sales people
are, the extent of their territory and the volume of
business. This allows managers to better optimize
coverage and ensure that sales people are being
appropriately compensated based on their region, its
potential and the amount of customer contact. A
location intelligent solution can easily highlight
any anomalies or imbalances occurring within
territories, allowing for re-districting of
territories or more detailed analysis into work
loads and/or sales performance. In the following
sample application, territories are being analyzed
based on a sales volume per sales person for a
pharmaceutical company. An excess in one area
followed by a shortage in another allows managers to
drill down to see if re-districting the territory
will help balance out the work load or identify
either a "power" seller versus an underperformer.
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