How to use the spatial component as competitive advantage

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.