Geomarketing applied: Sales territory planning

The external sales force is the most expensive contingency of a sales division: Each customer visit costs a company an average of between 120 and 800 euros. By regularly performing sales territory optimizations, businesses can ensure that nothing goes to waste, particularly with regard to sales force assignments... more

Contact: Sonja Scharf, Tel. +49 (0)7251 9295110

GfK Company Distributions: Identify new opportunities

RegioGraph users are familiar with the following scenario: Shortly after customer data has been imported and analyzed, new questions arise, such as, "What is the potential in each sales territory?"; "What is the market penetration in these areas?"; "Do the sales territories have comparable levels of potential?".

The relevant information must be obtained in order to answer these questions. For B2C-related questions, this can be done by selecting from among the various GfK datasets – GfK Retail Purchasing Power, GfK POS Turnover, GfK Retail Centrality and GfK Purchasing Power for Retail Product Lines. Obtaining the required information for B2B-related questions is more difficult: Public data sources usually only offer data at the administrative level, which makes detailed sales territory analyses impossible. Internationally comparable data is even more difficult to find.

Obtain region-specific data on potential in the B2B sector from GfK GeoMarketing and D&B
A more convenient option is to acquire the needed information from professional data providers. In cooperation with D&B, GfK GeoMarketing offers the GfK Company Distribution and GfK Company Profiles datasets for Germany's B2B sector. The GfK Company Profiles dataset shows the regional distribution of businesses in Germany at the level of municipalities and postcodes. This information is organized into 14 business branches, 5 employee number categories and 5 turnover volume categories.

The microgeographic B2B GfK Company Distributions dataset goes one step further and organizes the data on Germany-based companies according to 14 business branches and 3 size categories down to the level of 3.6 million street segments. Both datasets allow users to determine areas of untapped potential, plan regional turnover goals, carry out more efficient direct marketing actions and objectively evaluate the performance of external sales teams. These GfK market datasets can be easily incorporated into the geomarketing solution RegioGraph and fit perfectly with GfK GeoMarketing's regularly updated digital maps.

D&B also helps you carry out detailed target group identification
GGfK-partner D&B offers a vast B2B market data collection that can help answer your target group-related questions. Their database contains more than 140 million company profiles from more than 220 countries. D&B can pinpoint the desired B2B target groups using more than 50 characteristics and deliver data on potential down to the level of postal addresses. D&B also helps companies with heterogeneous customer bases identify their relevant target groups through the use of key identifying characteristics. In addition to bread-and-butter characteristics such as company branch and size, factors such as company interdependency, the number of company locations and balance index can be taken into account. Relevant target group characteristics are determined by running a company's customer data through D&B's database and then supplementing the data with relevant information. D&B's analysis team then uses statistical methods to identify correlations between individual data characteristics and their significance with regard to the optimal customer profile. Using this optimized customer profile, a company's potential in the desired regions can be determined and then requested from D&B in various formats: Options include a simple overview of "number of companies by region" (e.g., organized by postcode), anonymous address-based datasets and detailed address lists based on potential.

Get valuable insights by analyzing your data with RegioGraph
RegioGraph users in the B2B sector can combine their customer data and information on potential to generate success-enhancing insights. For example, a market penetration analysis shows you the precise location of regions with growth opportunities and thus where you should best concentrate your marketing and sales efforts. In combination with the relevant data, RegioGraph provides an objective foundation for optimizing your sales territory structure and setting targets for sales force members. RegioGraph can also more effectively determine the region-specific potential for cross-selling for companies with heterogeneous target groups and operations extending across numerous business branches.besser das Potenzial für Cross-Selling.

About D&B
D&B is the world’s leading source of commercial information and insight on businesses, enabling companies to Decide with Confidence^® for 167 years. D&B’s global commercial database contains more than 140 million business records. The database is enhanced by D&B’s proprietary DUNSRight^® Quality Process, which provides our customers with quality business information. This quality information is the foundation of our global solutions that customers rely on to make critical business decisions.

Contact: Alexandra Deutsch, Tel. +49 (0)7251 9295170

New: Digital maps for Russia

Are you active in Eastern Europe or Asia? If so, our recently released and updated digital maps for Russia comprise a reliable and objective basis for your market and expansion planning!

New with this release: a map of the country’s two-digit postcodes... more

Contact: Nicole Lahr, Tel. +49 (0)7251 9295160

GfK Purchasing Power: Now available for the USA and Canada

We are proud to offer the first-ever release of comprehensive and gapless purchasing power figures for the USA and Canada! This valuable dataset allows you to determine your regional turnover potential in North America and is an indispensible foundation for business decisions relating to location planning and assessment, sales force allocation and marketing... more

Contact: Alexandra Deutsch, Tel. +49 (0)7251 9295170

Free map download: Purchasing Power Canada

This month's exclusive map download illustrates the distribution of purchasing power in Canada. The map reveals that citizens living in Toronto, Montreal and Calgary tend to have more disposable annual income than the national average. These higher-earning areas are shaded pink and purple on the map.

Download the overview map here (~ 0.7 MB)!

Contact: Alexandra Deutsch, Tel. +49 (0)7251 9295170

For questions related to GfK GeoMarketing e-News, please contact:

Cornelia Lichtner
Marketing
GfK GeoMarketing GmbH
c.lichtner@gfk-geomarketing.com

Management Board: Olaf Petersen, Wolfram Scholz, Dr. Eberhard Stegner
Amtsgericht Mannheim, HRB 250872

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