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Location Intelligence<br />Introduction<br />1<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
Rick PensaCEO: Insight, Information, & Consulting Services, Inc. <br />38 years in the CPG industry<br />Sales <br />Sales...
Objectives<br />Define Location Intelligence<br />Demonstrate how Location Intelligence can bring added value to the Categ...
Have you ever looked up a Starbucks on Google Maps?<br />4<br />2009 Copyright: Insight Information & Consulting Services,...
Ever listed driving directionsto get there?<br />You’ve been using Location Intelligence!<br />2009 Copyright: Insight Inf...
Location Intelligence<br />Location Intelligence is the representation of business data on a map. <br />6<br />2009 Copyri...
Consumer Products Leaders Find Gold In Their Demand Data:Next Gen BI Uncovers It<br />“They are leveraging new insights gl...
Poll: <br />Have you ever used a mapping tool?<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />8...
Location Intelligence<br />CPG Industry Applications<br />9<br />2009 Copyright: Insight Information & Consulting Services...
Why is Location Intelligence Important to CPG?<br />Stores performance…<br /><ul><li>Have you ever struggled to understand...
Why is Location Intelligence Important to CPG?<br />Store cluster management…<br /><ul><li>Is your retail customer asking ...
Why is Location Intelligence Important to CPG?<br />Consumer profiles…<br /><ul><li>You know your category segments appeal...
Why is Location Intelligence Important to CPG?<br />Seeing your store level data…<br /><ul><li>When you see your chain’s s...
Why is Location Intelligence Important to CPG?<br />Store causal information…<br /><ul><li>Do you know which stores should...
Poll: <br />Are you concerned that you might be missing key insights in your store level data?<br />2009 Copyright: Insigh...
Location Intelligence<br />The Power of Where<br />16<br />2009 Copyright: Insight Information & Consulting Services, Inc....
The Power of Where<br />Today, spread sheets drive category management.<br />17<br />2009 Copyright: Insight Information &...
The Power of Where <br />Imagine visualizing sales across 3,000 stores.<br />18<br />2009 Copyright: Insight Information &...
The Power of Where<br />How many stores carry all 3 sku’s?<br />19<br />2009 Copyright: Insight Information & Consulting S...
The Power of Where <br />The human eye processes visual data <br />65,000 times faster than in tabular form.<br />20<br />...
The Power of Where <br />Caucasian<br />Location Intelligence software correlates<br />store sales by location with associ...
The Power of Where <br />Wal-Mart Store Locations<br />Location Intelligence gives <br />the ability to look at major reta...
The Power of Where <br />Instantly understand retail’s store metrics.<br />23<br />2009 Copyright: Insight Information & C...
The Power of Where <br />Drill down to specifics, looking for opportunities.<br />24<br />2009 Copyright: Insight Informat...
The Power of WhereSales & Facings By Size Segment <br />Segment Facings<br />Segment Sales<br />Are facings correctly assi...
Poll: <br />Do you use store clustering analysis to identify opportunities?<br />2009 Copyright: Insight Information & Con...
The Power of Where<br />Cluster Analysis<br />Cluster analysis is a grouping of stores by a common trait. <br />In this ex...
The Power of Where <br />“Grab” an area and hone in.<br />28<br />2009 Copyright: Insight Information & Consulting Service...
The Power of Where <br />Drill down to specifics, looking for opportunities.<br />29<br />2009 Copyright: Insight Informat...
The Power of Where <br />Create a Proximity Query: know the impact of competition.<br />30<br />2009 Copyright: Insight In...
The Power of Where<br />Seasonal Demand Forecasting<br />Warm (90-100) in Aug 2009<br />Hot (100+) in Aug 2009<br />Compar...
The Power of Where<br />Causal Demand Forecasting<br />Correlate Incidents Of Influenza Doctor Visits<br />32<br />2009 Co...
The Power of Where <br />CDI by Area-Tabular Format<br />33<br />2009 Copyright: Insight Information & Consulting Services...
The Power of Where <br />Visual CDI by Area<br />34<br />2009 Copyright: Insight Information & Consulting Services, Inc.<b...
The Power of Where <br />CDI<br />Very High Index<br />CDI  vs. Brand Sales By Area<br />BDI n<br />BDI x<br />Very Low In...
Location Intelligence<br />Data Sources<br />36<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
Business drivers<br /><ul><li> Census or weather data</li></ul>Region boundaries <br /><ul><li>States, counties, zips
Sales territories</li></ul>Country boundaries<br /><ul><li>Stand  ard “shape” files
 Built-in or Internet</li></ul>Road maps<br /><ul><li> e.g. MS Virtual Earth</li></ul>Data Sources<br />Map Multiple Layer...
Data Sources <br />Broker Data:<br />Sales calls, POS  Shipments, Voids, OOS, Merchandising Compliance,<br />Demos & Racks...
Data Sources<br />What can you map to a store location?<br />39<br />2009 Copyright: Insight Information & Consulting Serv...
Location Intelligence<br />How It Works<br />40<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
How It Works<br /><ul><li>Prepare store point data
Organize retailer store lists with addresses (include zip codes)
TDLinx
Lead generation sites
Account store lists
Geo-Code store points</li></ul>41<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
How It Works:<br />Geo-Codes<br />Geo-Codes:  Map coordinates in latitude and longitude<br /><ul><li> Free Source of Geo-C...
How It Works:<br />Geo Codes:  www. batchgeocode. com<br />43<br />2009 Copyright: Insight Information & Consulting Servic...
How It Works:<br />Geo-Codes: www. batchgeocode. com<br />44<br />2009 Copyright: Insight Information & Consulting Service...
How It Works<br />Identify a common field, like store number,<br />to link address and geo-code. <br />45<br />Longitude<b...
How It Works:<br />How does demographic information get assigned to a postal code and address?<br />Federal Information Pr...
How It Works:<br />Raw Demographic Counts <br />				Block#/(%)	Total 13113        	 U.S.<br />13113 = Caucasian –	3,000/  ...
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Location Intelligence The Power Of Where

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Use Location Intelligence In Your Category Management Process

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Location Intelligence The Power Of Where

  1. 1. Location Intelligence<br />Introduction<br />1<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  2. 2. Rick PensaCEO: Insight, Information, & Consulting Services, Inc. <br />38 years in the CPG industry<br />Sales <br />Sales Management<br />Trade Promotion Management<br />Category Management<br />Consumer Segmentation<br /> & Targeting<br />Location Intelligence<br />Data visualization<br />2<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  3. 3. Objectives<br />Define Location Intelligence<br />Demonstrate how Location Intelligence can bring added value to the Category Management process<br />Questions & answers<br />3<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  4. 4. Have you ever looked up a Starbucks on Google Maps?<br />4<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  5. 5. Ever listed driving directionsto get there?<br />You’ve been using Location Intelligence!<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />5<br />
  6. 6. Location Intelligence<br />Location Intelligence is the representation of business data on a map. <br />6<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  7. 7. Consumer Products Leaders Find Gold In Their Demand Data:Next Gen BI Uncovers It<br />“They are leveraging new insights gleaned from next-generation business intelligence (BI) tools to devise strategies to meet today’s pressing needs while also laying the groundwork to respond to tomorrow’s challenges.” <br />Source: Consumer Goods Technology<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />7<br />
  8. 8. Poll: <br />Have you ever used a mapping tool?<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />8<br />
  9. 9. Location Intelligence<br />CPG Industry Applications<br />9<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  10. 10. Why is Location Intelligence Important to CPG?<br />Stores performance…<br /><ul><li>Have you ever struggled to understand why seemingly equal stores perform differently?</li></ul>10<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  11. 11. Why is Location Intelligence Important to CPG?<br />Store cluster management…<br /><ul><li>Is your retail customer asking you how to cluster stores in a more effective way?</li></ul>11<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  12. 12. Why is Location Intelligence Important to CPG?<br />Consumer profiles…<br /><ul><li>You know your category segments appeal to different consumers. Do you know which stores?</li></ul>12<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  13. 13. Why is Location Intelligence Important to CPG?<br />Seeing your store level data…<br /><ul><li>When you see your chain’s store data on a spread sheet do you come away scratching your head?</li></ul>13<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  14. 14. Why is Location Intelligence Important to CPG?<br />Store causal information…<br /><ul><li>Do you know which stores should get key merchandising racks, demos and coverage?</li></ul>14<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  15. 15. Poll: <br />Are you concerned that you might be missing key insights in your store level data?<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />15<br />
  16. 16. Location Intelligence<br />The Power of Where<br />16<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  17. 17. The Power of Where<br />Today, spread sheets drive category management.<br />17<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  18. 18. The Power of Where <br />Imagine visualizing sales across 3,000 stores.<br />18<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  19. 19. The Power of Where<br />How many stores carry all 3 sku’s?<br />19<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  20. 20. The Power of Where <br />The human eye processes visual data <br />65,000 times faster than in tabular form.<br />20<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  21. 21. The Power of Where <br />Caucasian<br />Location Intelligence software correlates<br />store sales by location with associated <br />geo-point demographic information.<br />21<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  22. 22. The Power of Where <br />Wal-Mart Store Locations<br />Location Intelligence gives <br />the ability to look at major retailers. <br />22<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  23. 23. The Power of Where <br />Instantly understand retail’s store metrics.<br />23<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  24. 24. The Power of Where <br />Drill down to specifics, looking for opportunities.<br />24<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  25. 25. The Power of WhereSales & Facings By Size Segment <br />Segment Facings<br />Segment Sales<br />Are facings correctly assigned?<br />25<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  26. 26. Poll: <br />Do you use store clustering analysis to identify opportunities?<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />26<br />
  27. 27. The Power of Where<br />Cluster Analysis<br />Cluster analysis is a grouping of stores by a common trait. <br />In this example, stores are clustered by distribution voids.<br />27<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  28. 28. The Power of Where <br />“Grab” an area and hone in.<br />28<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  29. 29. The Power of Where <br />Drill down to specifics, looking for opportunities.<br />29<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  30. 30. The Power of Where <br />Create a Proximity Query: know the impact of competition.<br />30<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  31. 31. The Power of Where<br />Seasonal Demand Forecasting<br />Warm (90-100) in Aug 2009<br />Hot (100+) in Aug 2009<br />Compare historical sales data against historical causal data.<br />In this case, we look at weather to perform demand forecast planning with store-level precision.<br />31<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  32. 32. The Power of Where<br />Causal Demand Forecasting<br />Correlate Incidents Of Influenza Doctor Visits<br />32<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  33. 33. The Power of Where <br />CDI by Area-Tabular Format<br />33<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  34. 34. The Power of Where <br />Visual CDI by Area<br />34<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  35. 35. The Power of Where <br />CDI<br />Very High Index<br />CDI vs. Brand Sales By Area<br />BDI n<br />BDI x<br />Very Low Index<br />35<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  36. 36. Location Intelligence<br />Data Sources<br />36<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  37. 37. Business drivers<br /><ul><li> Census or weather data</li></ul>Region boundaries <br /><ul><li>States, counties, zips
  38. 38. Sales territories</li></ul>Country boundaries<br /><ul><li>Stand ard “shape” files
  39. 39. Built-in or Internet</li></ul>Road maps<br /><ul><li> e.g. MS Virtual Earth</li></ul>Data Sources<br />Map Multiple Layers from Multiple Sources<br />Business metrics<br /><ul><li> Spreadsheets or DB</li></ul>37<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  40. 40. Data Sources <br />Broker Data:<br />Sales calls, POS  Shipments, Voids, OOS, Merchandising Compliance,<br />Demos & Racks<br />POS Data:<br />Wal-Mart RTL,<br />Publix, Kroger<br />More…<br />Syndicated Data:<br />Nielsen, IRI, SPINS, Panel<br />Government & Credit Industry Data: <br />Corporate<br />Data:<br />US Census (proj 2009)<br />Mux Credit Bureau<br />National Weather Service<br />Factory Shipments<br />38<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  41. 41. Data Sources<br />What can you map to a store location?<br />39<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  42. 42. Location Intelligence<br />How It Works<br />40<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  43. 43. How It Works<br /><ul><li>Prepare store point data
  44. 44. Organize retailer store lists with addresses (include zip codes)
  45. 45. TDLinx
  46. 46. Lead generation sites
  47. 47. Account store lists
  48. 48. Geo-Code store points</li></ul>41<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  49. 49. How It Works:<br />Geo-Codes<br />Geo-Codes: Map coordinates in latitude and longitude<br /><ul><li> Free Source of Geo-Codes: </li></ul>www. batchgeocode. com<br /><ul><li> Paid Source of Geo-Codes:</li></ul>www. geocode. com<br />42<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  50. 50. How It Works:<br />Geo Codes: www. batchgeocode. com<br />43<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  51. 51. How It Works:<br />Geo-Codes: www. batchgeocode. com<br />44<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  52. 52. How It Works<br />Identify a common field, like store number,<br />to link address and geo-code. <br />45<br />Longitude<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  53. 53. How It Works:<br />How does demographic information get assigned to a postal code and address?<br />Federal Information Processing Standards (FIPS) codes are issued by the National Institute of Standards and Technology (NIST) that identify each block area. <br />For Example : <br /> XX XXX XXXXX<br /> 13 113 13113<br /> STATE COUNTY BLOCK GROUP<br /> NC MACON TALLEY MILL CREEK<br />46<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  54. 54. How It Works:<br />Raw Demographic Counts <br /> Block#/(%) Total 13113 U.S.<br />13113 = Caucasian – 3,000/ (46%) (74%)<br />13113 = Afr. American – 1,500/ (23%) (12%)<br />13113 = Hispanic – 2,000/ (31%) (10%)<br />13113 = Total Pop – 6,500/ (100%)<br /> Index Values:<br />Caucisian 62 (46/74)<br />African American 191 (23/12)<br />Hispanic 310 (31/10)<br />47<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  55. 55. How It Works<br />48<br />FIPS Code Is The Common Field<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  56. 56. How It WorksProximity Based Store Trade Areas<br />Store Trading Areas <br />49<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  57. 57. How It Works<br />Customized Store Trading Areas <br />50<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  58. 58. How It WorksACV Based Store Trading Areas<br />Block group dollar purchases<br />Store All Commodity Volume (ACV)<br />Find block groups around each store that account for 80% of store ACV<br />Collapse block groups into store point<br />Store demographics built from selected block groups<br />51<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  59. 59. Location Intelligence<br />See Your Data At The Speed Of Sight<br />Capitalize onThe Power of Where in the Category Management Process<br />Store Performance<br />Store Cluster Management<br />Consumer Segmentation<br />Store Level Data<br />Gain valuable insights that give you the edge<br />52<br />
  60. 60. 53<br />Questions<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />
  61. 61. See Your Data At The Speed Of Sight!<br />Thank You…<br />For more information on Location Intelligence for Category Management please contact Rick Pensa.<br />As a thank you for your participation, Insight, Information & Consulting Services, Inc. is offering a complimentary 1 hour consultation on Location Intelligence.<br />Rick Pensa 770-425-4243 bpensa@insightinformation.net<br />2009 Copyright: Insight Information & Consulting Services, Inc.<br />54<br />

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