how to use the spatial component as competitive advantage
TRANSCRIPT
HOW TO USE THE SPATIAL COMPONENT AS COMPETITIVE ADVANTAGE – WITH PRACTICAL EXAMPLES OF ADLER MODEMÄRKTE AND UNITYMEDIA
DOMINIQUE BORNHÖFT - MANAGING DIRECTOR WALKABOUT CONSULTING ESRI GEO BUSINESS SUMMIT / AMSTERDAM / 19.03.2019
GEOMARKETING USE CASES AT A GLANCE
BUSINESS SOLUTIONS - SYSTEMS, DATA AND CONSULTING
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Marketing Spending Effectiveness
Adler Modemärkte AG
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Spatial Customer DistributionDensity Curves and Marginal Benefit
Spatial Segmentation -
Prospective CustomerWho, Why plus Where and How Many
Where are my customers located?Catchment Areas vs. Marketing Expenditures
Which store performs well -
and which store less so?Benchmarks and Spatial Monitoring
BUSINESS SUCCESS THANKS TO SPATIAL STRUCTURE
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Spatial Customer DistributionDensity Curves and Marginal Benefit
Spatial Segmentation -
Prospective CustomerWho, Why plus Where and How Many
Where are my customers located?Catchment Areas vs. Marketing Expenditures
Which store performs well -
and which store less so?Benchmarks and Spatial Monitoring
BUSINESS SUCCESS THANKS TO SPATIAL STRUCTURE
THE CONSUMPTION CENTERPOINT INDEXYOUR LOCATION QUALITY INDICATOR FOR EUROPE
consumption centerpoint indexa comprehensive system for retail location evaluation
1,465 consumption centerpoints (GER)
as quantity framework for expansions and format strategies etc.
1,619 consumption centerpoint nuclei (GER)
emphasize consumption-driven high-street locations with high footfall
COMMUNITY CLASSES
CONSUMPTION LEVEL
BENCHMARK-OPTIMIZER
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BUSINESS SUCCESS THANKS TO SPATIAL STRUCTURE
Which stores are comparable?Cluster of similar consumption level and community class
How to find prospective customers?Identifying relevant criteria for ADLER‘s potential
How strongly do catchment areas differ?ADLER branches in rural municipalities vs metropolitan areas
What potential does a store have?Evaluating current branches and planning future ones
Etc. etc. etc.
„Thanks to Geomarketing, we have been able to
exploit a stunningly comprehensive wealth of new
data to increase the efficiency of sales management.“
Carmine Petraglia, Board / CCO ADLER Modemärkte
UnitymediaExpansion and Location Planning
A STRONG BUSINESS PARTNERSHIP LEADS TO GEOMARKETING COMPENTENCE DEVELOPMENT
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SALES
Optimization of Direct
Sales Structure
according to spatial criteria
and potential distribution
EXPANSIONCondensed Retail Exposé
combination of all analysis results,
obtained by internal and external data
for optimized expansion and site planning
SIMULATION
Scenario Tool
for simulation of various branch
networks and potentials
POTENTIAL
Potential Analysis
in high spatial resolution
and under consideration of
competition and market share
ONLINE
Spatial Response Monitoring
calculation and consolidation
of high resolution regional
channel shares
CCI PFA
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THE PEDESTRIAN FREQUENCY ATLASYOUR PERFECT BIRD`S EYE VIEW OF EUROPE
Footfall but
what Footfall?
A STRONG BUSINESS PARTNERSHIP LEADS TO GEOMARKETING COMPENTENCE DEVELOPMENT
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„Implementing Geomarketing as a standard
tool for channel management enabled us to
increase new store sales by about half.“
Daniel Ackermann, Director Sales Management Unitymedia
More than 100 real estate projects implemented with 500+ broker’s offers evaluated
Business Case accuracy increased
by an impressive 68%by comparing apples with apples and not oranges
UnitymediaIndirect Sales Client: Challenges and Implementation
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ESRI-BASED CLIENT SOLUTION SETS NEW PROFESSIONAL STANDARDS FOR INDIRECT SALES
The issue
• Decentral and incoherent
data sources
• Too many reports with different
chronological statuses
• Mostly Excel sheets and
PowerPoint reports
• Provided sporadically and
in an ineffectively way
The solution
• A centrally hosted and
GEO-IT driven ESRI
GIS-Server Client
• Differentiated role concept
for various user levels
• Numerous ETL solutions
and data bridges to the
Unity DWH>>>>>>>>>
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INSIGHTS FROM UNITYMEDIATHE PERFECT COMBINATION OF SYSTEMS, DATA AND CONSULTING
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„Setting up an ESRI-based server client to
provide the most recent and adequate KPIs for
every level in indirect sales was a quantum
leap for our channel management.“
Holger Schmieding, Vice President Consumer Sales Unitymedia
ESRI-BASED CLIENT SOLUTION SETS NEW PROFESSIONAL STANDARDS FOR INDIRECT SALES
PoS ID versus Sales ID / PoS Funnelan integrated shop view for a holistic steering approach
a hero project for Unitymediaexcellent feedback from strategic management as well as
operational key accounting
BUSINESS SOLUTIONS - SYSTEMS, DATA AND CONSULTING
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THANK YOU FOR YOUR ATTENTION. FOR QUESTIONS PLEASE CONTACT US.