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Chapter9
 

Chapter9

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    Chapter9 Chapter9 Document Transcript

    • GIS Tutorial for Marketing Chapter 9 Managing Sales Territories Marketing scenario Northwest’s Best: • A new wine distributor specializing in products of Washington and Oregon vineyards • Has secured exclusive distribution rights for Portland, Oregon metropolitan area • Will serve liquor stores and restaurants in the area with a three-person sales force • Must design sales territories that balance workload, sales potential, and driving efficiency • Must implement routing system for sales calls 1
    • Learning objectives To manage NWB’s sales territory system in Portland, you will learn how to use ArcGIS to: • Symbolize wine purchasing patterns and business prospect characteristics on a map • Select prospects and assign them to territories • Evaluate alternative territory systems with summary tables and visual analysis • Create a map to communicate territory characteristics and support recommendations • Use network functionality to determine the optimal driving route for sales calls Exercise 9.1: Explore purchasing patterns and sales outlets In this exercise you will: • Load and explore a basemap of Portland, Oregon, depicting the number of households in its census tracts • Display prospective customer stores by location and store type • Explore average household restaurant and liquor store purchases by census tract • Calculate estimates of wine purchases by household for Portland’s census tracts 2
    • Wine purchases by census tract, liquor store, and restaurant locations Exercise 9.2: Assign prospective customers to sales territories In this exercise you will: • Add a territory attribute to each feature in the Prospects layer • Select groups of prospects based on their geographic location • Assign prospects to territories 3
    • Select prospects and assign them to territories Prospects by territory 4
    • Exercise 9.3: Display and assess two territory systems In this exercise you will: • Use group layers to organize two territory system alternatives • Display alternative territory systems on a map of prospects and area highways • Use summary tables to assess the balance of prospects and sales potential in each system • Use the map to visually assess the driving efficiency of the territories Territory system alternative 2 5
    • Exercise 9.4: Recommend a territory system In this exercise you will: • Decide which territory system you will recommend to Northwest’s Best • Design a map layout depicting the system and its characteristics Compare territory systems 6
    • Recommended sales territory system Recommended Sales Territory System for Northwest's Best ² ! ! !! !!!! ! ! !! ! ! Prospects 1 ! ! Territory !! ! !! ! ! West !! ! Northeast ! ! !! ! Northeast !! !! ! ! ! ! ! ! ! ! ! ! Southeast ! ! !! ! ! ! !! ! Territories 1 ! ! !! ! ! ! ! ! ! ! Portland Metropolitan Area Major Highways ! !!!! West! !! ! ! ! ! ! ! ! !! ! ! ! !! ! ! ! !!! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! !! ! !! !! ! ! ! ! !! ! !!!!! !!! ! ! ! ! ! ! !! !! ! ! !! ! ! ! ! ! ! ! ! HighwayType ! ! ! ! !! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Expressway ! ! ! ! ! ! ! ! ! ! ! !! ! ! !! Primary Highway ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! !! ! ! ! ! ! ! ! Southeast !! !! !! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! !! 0 3.75 7.5 15 Miles Source: ESRI Community Data, 2005 Submitted by: XXXX Date: XXXX Exercise 9.5: Determine optimal route for sales calls In this exercise you will: • Identify the ten prospects with the highest sales potential in the Northeast territory • Use the ArcGIS Network Analyst extension to determine the best driving route for sales calls on these prospects • Create a map of the optimal route • Create driving directions for use in following this route 7
    • Determine default and optimal routes with Network Analyst Default route Optimal route Print driving directions Route map First segment 8
    • Additional applications As NWB grows, its territory management and optimization functions will become much more complex. GIS tools can contribute to these functions in several ways, including: • The addition of sales, time management, and drive time data to manage and optimize established territories • The integration of data from enterprise sales management and/or customer relationship management systems • The extensive datasets and analytical tools of the ArcGIS Business Analyst extension • Integration of customer relationship management data that allows sales managers to prioritize accounts and schedule appointments • Integration with internal personnel and inventory records that allows dispatchers to match technicians and necessary parts with customer service calls • Wireless mobile systems that allow sales managers and representatives to reconfigure routes and calls in real time Additional applications • Ink Tech, a Florida-based specialty ink firm, used GIS tools to realign its sales territories in the Chicago area • Western Exterminator, a pest control firm based in California, optimized service technician territories and identified sales opportunities with a GIS application • Mapping Analytics is a consulting firm in this field and also offers ProAlign, an ArcGIS extension that builds specialized territory management tools on top of the ArcGIS framework • Morey’s Seafood International, which distributes seafood to customers across the United States, uses GIS routing tools to manage delivery schedules • Sears Holding Corporation, parent company of the large retailer, manages over 14 million service calls annually with GIS routing tools • The United State Postal Service uses routing tools in delivery and route design applications 9