The real power behind data mapping and data visualization comes in the ability to overlay and combine various datasets to facilitate the uncovering of key insights. Combining the various elements of your data can provide a comprehensive visual representation of a combination of customer data.
Sophisticated mapping software such as eSpatial can segment and filter data, isolate key sales areas and relate them to other relevant data. For example, if you’re operating in the US, you could develop a regional heat map outlining the sales performance by state and use a filtering tool to isolate sales above or below a certain level. You could then layer and filter similar data from the previous year. You then have a visual representation of sales performance by region over a two-year period, something that is difficult to convey through excel sheets and quite frustrating to comprehend through text. And this is only an example of the insight that mapping software can provide.
Not only can you combine your own data, mapping software such as eSpatial facilitates you with helpful supplementary data such as census information for whole countries. For example, a clothing brand that targets males aged 20-35 could use census data to create a regional heat map showing the occurrence of their target market by state. Then, they could overlay their own business data to see if their sales are performing in line with the market size by state. This would enable the brand to identify the regions where they should be performing better in terms of sales and also aid in assessing market conditions.
Beyond the standard heat maps and radius maps, eSpatial also contains features like “Aggregate by Value” which allows you to combine maps, tables and charts to more accurately monitor your sales team’s performance. A typical use of this is to aggregate the mapped data by salesperson, campaign or product type, offering instant insights into the performance of each supported with visuals that offer additional insight.
Click here to interact with this Leads, Prospects and Opportunities map built with “Aggregate by Value”. Data mapping will take your sales data analysis to the next level, you can quickly realize the power and value of data visualization for your own operations.