Part V: Sales territory management and route
optimization
Getting to Know ESRI Business Analyst
Fred L. Miller, PhD
Murray State University
Presentation topics
This presentation will cover:
 The decision scenario for Living in the Green Lane
 Relevant business GIS tools and tasks
 Chapter 8: Building a profile of distinctive customer
characteristics
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Build sales territories around seed points with the Territory Design extension
Designate attributes to use in territory balancing schemes
Create multilevel sales organizational schemes
Realign sales territories to meet organizational objectives
Designate stops on a service technician’s route
Optimize route efficiency with Business Analyst Desktop’s Find Route tool
Determine efficiencies and cost savings resulting from route optimization
 Evaluation of ROI for business GIS analysis
 Business GIS learning goals and skills
LITGL Decision Scenario
With three successful stores in place, Janice and Steven
wish to:
 Add lawn and garden maintenance services as well as
organic pest-control services to LITGL’s product line
 Hire a six-person sales force, two at each store, to sell
these services to local consumers
 Hire lawn-care teams and pest-control technicians to
service customer accounts
 Design an effective sales territory system for the sales
force
 Install a routing system for lawn-care teams and pestcontrol technicians
Relevant Business GIS Tools and Tasks
 Create Territories layer using Territory Design
extension
 Build sales territories around sales staff locations
relative to LITGL’s three stores
 Organize sales territories by store
 Balance territories relative to sales potential
 Identify clients to be included in customer service
technician’s daily route
 Design the most efficient routes for daily service calls
 Determine resulting efficiencies and savings
Chapter 8: Sales territory design and balancing;
route optimization
In this chapter, you will perform the following Business
Analyst Desktop tasks:
 Geocode customer data with locator services and symbolize it on a map
 Use Layer Properties to view attribute distribution and identify high-volume
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customers
Use a spatial join to attach demographic and Tapestry Segmentation
attributes to customer features based on their location
Use summary tables to calculate geodemographic and Tapestry
Segmentation lifestyle profiles of high-volume customers
Use Tapestry Segmentation data with Market Potential Indexes to identify
customer values, media habits, product preferences, and purchasing patterns
Use this information to make product line and merchandising decisions
appropriate for Living in the Green Lane’s best customers
Create a sales territory system with
store and territory levels
Balance territories geographically
and by sales potential
Map service technician’s daily service calls and
determine optimum route
Business GIS learning goals and skills
In Part V, you will learn to use Business Analyst
Desktop to:
 build sales territories around sales representative’s homes with the Territory Design
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extension
designate attributes and weights to use in preliminary territory balancing schemes
create multilevel sales organizational schemes (stores and territories)
realign sales territories to meet organizational objectives for geographic and sales
potential balance
designate stops on a service technician’s route and add them to a map
optimize route efficiency with Business Analyst Desktop’s Find Route tool
determine efficiencies and cost savings resulting from route optimization
Evaluation of ROI for business GIS analysis
The costs of this Business Analyst application are:
 A Business Analyst Desktop, which includes the Territory Design
tool
 The time of managers and business GIS analyst
The benefits of this Business Analyst application are:
 Increased revenue from more sales calls resulting from efficient
territories and optimized routing
 Greater customer satisfaction and retention from more efficient
territories and optimized routing
The estimated incremental revenues are:
 More than $200,000 of increased revenue and reduced costs
Part V: Sales territory management and route
optimization
Getting to Know ESRI Business Analyst
Fred L. Miller, PhD
Murray State University