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Harnessing Your Business Data with a Map

There was a very good article on from eMarketer this month about the difficulties for online retailers in accessing, sharing and analysing information about their business. This is something we have found relates to all business, not just online. Business is all about numbers and understanding what your customers want and when. It doesn’t matter if you are a bricks and mortar retailer like the very successful Briscoes, a supermarket chain selling high volume for low margin or a company with a field sales or service workforce. Success comes down to being able to access quality information.

In retail the key information tends to be about stockturn, aged stock, shelf space, gross profit by product and category and so on. Retailers and department heads will have standard exception reports that arrive on their desks, daily, weekly and monthly and they will make their buying and promotional decisions based on these reports.

As per the table, research shows that often data is used for the key purposes of business as usual, but often it is only available to a few people and there is very little use made of information about who the customers are, where they come from, the context in which they do their shopping and much more.

GeoSmart’s BIonaMAP is a tool that can allow companies to visualise more information in a way that allows them to look strategically at location based information about their business. It might be a retail chain deciding where to place their next store, a loyalty program that wants to understand their customer demographics or a sales or divisional manager wanting to create fair and manageable sales territories.

By combining information from the Point of Sale system or the financials with a map, it becomes possible to cut through the clutter and see the big picture. BIonaMAP is a SaaS (Software as a Service) application. What that effectively means is that all you need in order to use it is a web browser and an Internet connection. You don’t need to install any software.

Now you can share information with whoever needs it, management,sales and marketing, business partners and suppliers. It might be about where your customers live or work, which ones use one of your products but not another. It might be customers within a certain distance from a store or using demographics to decide where best to place your next store. The potential is limited by your imagination and currently to within Australia and New Zealand. Effectively anything that has a location element to it and where data can be exported as a CSV file from your financials, CRM or other application can be interrogated within BIonaMAP.

Do you suffer from death by spreadsheet or wish you could see the big picture, large corporate, franchise or SME, we would like to talk to you about how to harness your business data and increase your productivity and profit.

May 23, 2012 Posted by | Australia Maps, Business Analytics, Business Intelligence, Business Tools, Data Mining, geosmart, GIS, Loyalty Card, Mapping Applications, Marketing, new zealand, new zealand maps, Retail, Retail Profit, SaaS, sales territory, territory management, Uncategorized | , , , , , , , , , , , , , , | Leave a comment

Analysing Car Sales Using Web Map Part 2

Last week I blogged about analysing your car sales (picking an industry at random) from a dealership on a map. I looked at comparing sales between reps by looking at where the clients lived on a map.

The concept is that we have a rich amount of data about our customers, especially when it is large ticket items and their are warranty and other ongoing commitments, not to mention the desire for repeat business. I used examples such as gender, personal or business use, age group, whether there was a trade in and so on. There is of course a lot more information available and there are also of course KPI’s. Please note that in order to do the things I’m talking about, you do not need expensive GIS software or specialist engineers. You already have the people you need, although in some cases an external consultant may help you see things from a fresh perspective.

Selling high ticket items like cars, real estate, quality furniture and furnishings is a tough business, especially in New Zealand and Australia. It’s competitive and the industries also have high staff turnover meaning that personal relationships are likely to be lost. This means that business intelligence and the ability to data mine becomes a lot more important. But at the risk of playing a broken record, finding useful information from your CRM or accounting software other than basic information is difficult. Now most companies in these industries have done business a certain way for many years and often the sales people go from one company to the next, staying in the industry and reinforce the concepts that this is the way the industry does it and we know the industry.

Our focus takes a different tack. These industries have leaders who swim against the current and use whatever technology or new ideas they can find. Are the over achievers or sales champions working harder? I would argue that most of them are working smarter rather than harder. The difference is that they look for ways to work smarter, whereas the other 95% plus use what they are given. The fact that you are reading this blog puts you in the top 10%. I’ve been told that in the industries I’m writing about here, the Pareto Principle is actually way out. They say that the best business is actually done by less than 5% of the sales people.

So what can you do as a company to improve your odds? How about trying something different? Let us help you find the low hanging fruit that has been eluding you. Lets use some business intelligence and move on. Now ideally what I am talking about would start at Head Office with the Sales Manager, Marketing Manager, Financial Controller or perhaps all of the above. Who is motivated to increase your profitability and productivity? How can you make it easy for your branches or dealerships to improve their performance?

In the last blog we talked about measuring performance at the dealership level, by the dealership. I’ve been in those offices and seen sales people going through the accounting system looking for people or companies whose leases are about to expire, or who last made a purchase 3-5 years ago and making prospecting phone calls. I’ve seen them cold calling using Yellow Pages or other directories. I’ve attended some of the sales meetings as a guest and seen the white board which shows the branch budget by model, the sales to date for the month and the stressed looks on the faces of all involved whose income and livelihood depend on achieving those targets. It’s very seat of the pants and very reactive.

Imagine if at head office, you could provide the dealerships with business intelligence that increased branch sales nationally. If you could give them information that allowed them to increase productivity and profitability and at the same time increase your brand market share. Wouldn’t it be nice to achieve the KPI’s you or the manufacturers are setting? Selling the cars (or whatever your product is) that have the higher margins, or perhaps more accessories which carry that extra margin.

How? I’m sorry but I’m going to tease you here. Have a look through the previous blogs here because a lot of the information I have to share works across multiple industries. Bookmark this page because I am going to write Part 3 of Analysing Car Sales Using Web Map some time in the next few days and give you some specific examples. Where are your potential low hanging fruit? Do you want to pick them? Jump on the school bus and drive through the opposition.

Drive through the opposition

Of course you can also contact us and discuss how we can help you or ask for a demonstration. You can also email me directly. We would also like to hear from business and franchise consultants looking to add tools to their toolbox.

Also please feel free to leave a comment or ask any questions here on the blog, we welcome your feedback.

January 26, 2011 Posted by | Auckland, Australia, Australia Maps, Business Analytics, Business Intelligence, Car Sales, competition, Data Mining, Distribution, geosmart, GIS, location based services, map tools, Mapping Applications, maps, Marketing, new zealand, new zealand maps, Real Estate, ROI, SaaS, sales territory, software, territory management, Uncategorized, Web Map, web maps | , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | Leave a comment