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DataScouts is born out of the conviction that place plays an important role in many business decisions. Geo-locative data are fundamental to defining your go-to-market strategy and building a concrete marketing and sales action plan. 70% to 80% of business data have a geolocative component, but corporate information is rarely visualised on a map. We are convinced that people can make better decisions based on better information and that visualising information is a key enabler. Mapping your business geographically provides an accurate view of your market share, your competitive situation and uncovers business opportunities you might have overseen. You find more information on www.datascouts.be
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Actionable Business Insights Location Intelligence & Data Visualization
LOCATION INTELLIGENCE
BUSINESS STRATEGY
DATA VISUALIZATION
DataScouts helps professionals to map and visualize critical business KPIs to gain actionable market insights and drive
(internal & external) engagement
DataScouts was grounded in the belief that location plays an
important role in many private, business and policy decisions
Estimated 75% of business data contains a geographic dimension
Source: Galigeo Solutions
Every time we interact, order, like, share, recommend, download and save
we leave a digital footprint of our activities
Geospatial data are growing at a staggering pace
Source: McKinsey Global Institute analysis
of 20%per year
Location-centered approach to gaining business insights
§ Shift in thinking about data, from what is technologically possible to what is the benefit to businesses
§ Five misunderstandings in the data conversation between BI and Marketing / Sales
§ Use cases to “location” data driven business
Organizations have invested in DWH, BI, in collecting and stockpiling data to
enable data driven business
access to more and more open data explosion of mobile usage upcoming Internet of Things
Shift happens in society and business that provides new opportunities for using geo-sensitive data
NEW DATA EXPERIENCE
§ Outside Thermometer § Body Thermometer § Local “tante emma” store § House for sale – physical signage § Finding parking space after hours traffic jam
experience
Not just more data,
OLD DATA EXPERIENCE
§ NEST § Health devices § Shop Flow Optimisation § House for sale – online / connected
devices § Guided smoothly to available parking
spaces
but new experiences
We saw a new opportunity emerging combining open and
proprietary data sets with location as the common unique identifier
How Open Data relates to other types of data
ALL DATA
BIG DATA
OPEN DATA
OPEN GOV DATA
OWN DATA
Source: McKinsey Global Institute analysis
30%of BI projects
upon business expectations
Source: McKinsey Global Institute analysis
fail to deliver
Five misunderstandings in the data conversation between BI and Marketing / Sales
Misunderstanding #1: Business thinks action plan!
Misunderstanding #1: Data Analyst thinks KPI’s!
Misunderstanding #2: Data Driven Business means
real-time access to Business Data
Misunderstanding #2: Data Driven Business means upfront investment in
infrastructure & tools
Misunderstanding #3: Business Intelligence is a Marketing Discipline!
Misunderstanding #3: Business Intelligence is an IT matter!
Misunderstanding #4: Data Volume is a key fundament!
Misunderstanding #4: Data Quality is a key fundament!
Misunderstanding #5: Excellent market understanding
enables efficient go to market plans!
Misunderstanding #5: Understanding performance of past
campaigns drives future actions!
Actionable Insight Use Cases
Branch performance Monitoring Distribution Channel
Optimization Sales Territory Management
§ Sales force optimization is important as companies evolve and face new challenges in the market place.
§ Sales are not only responsible for individual customers but for a group of customers
§ Location Intelligence enables § Gaining insight in sales performance by territory § Identifying underperforming sales territories § Outlining high-potential zones for new services § Listing high/low priority customers & prospects
§ Optimized sales territories drives sales productivity § Improved market coverage § Maximal time in front of qualified customers/prospects § Minimized hours spent on driving and visiting no- or low-return customers / prospects
Sales Territory Management
Branch Performance & Engagement
§ Accurately assessing branch performance enables franchise organizations to make strategic choices: § close underperforming branch § ramp up marketing efforts to reach new consumers who are unfamiliar with the brand § modify go-to-market to better meet the specific needs of specific consumer base
§ Franchise organizations often rely on benchmarks based on historical performance of their branches
§ Location intelligence provides § insight into demographic shifts in a given area § assessment of the true market potential of branches in a specific area § performance evaluation using information about micro-markets and member demographics
§ B2C companies serve their customers through multiple channels: Distributor - Direct / Internet - Direct / Sales Team / Value-Added Reseller (VAR) / Retail / Manufacturer’s Rep.
§ These companies evaluate on a regular basis new distribution channels or alternative distribution methods to § grow more aggressively § go after new customer segments § go to market with new products
§ Location Intelligence provides § (visual) mapping of different channels and their key characteristics on § means to identify natural partners, looking for companies that have relationships with your target
customers § market comparison of the price the end-user pays if a he can buy from multiple channels
Distribution Channel Analysis
Discover Visualize Engage Data Scouting to help you find most relevant data sources to solve
your business questions
Transfer data into graphs and visualization that
enable you to discover trends and patterns
Enable transformation into a (location) data driven
business, engaging internal as well as external
stakeholders
www.datascouts.be :: @datascouts
Bart Frison :: [email protected] :: +32 479 63 37 58
Ingrid Willems :: [email protected] :: +32 471 95 00 80
Thank you for your attention!
