Avoid drowning in a sea of data

Mapping software is the smarter alternative to spreadsheets

Eoin Comerford by Eoin Comerford  |  10 minute read
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Are you drowning in a sea of data?

Data is the lifeblood of your business. It is more complex and numerous than ever. Organizations struggle to keep up and feel like they are drowning in data. You search for helpful, quality information in the sea of extensive and complex data. But may lack expertise or resources to unearth the insights within. There is a way to unearth the hidden value with ease and bring rich insights to the surface.

Data visualization is the key

What does it do? In simple terms, it makes business easier. It unlocks complex data and makes it easy to communicate and be understood. It is visual intelligence. Data visualization is the answer; read on and learn why!

Unlocking visual insights

Data visualization is a set of visual techniques that simplify, interpret, and share data easily. Your visual exploration and graphic representations of data of any size bring data to life and uncover insight and trends previously hidden in the data.

Pain relief for operations and sales

Finding the opportunities and valuable insights buried in data is a mountainous task. An easy solution is to use our eyes more. Visualizing information, you see the distribution, patterns, and connections that matter. It is like piecing a complex puzzle with a simple and instant process.

Telling a story with data doesn't just look visually cool; it involves others and drives understanding while speeding up decision-making.


Above is an excel with 5,000 customer locations and potential sales data. You see the value of mapping your data below as it brings your data alive, and you can interact and share it more readily.


Data visualization enables you to

  • Know and understand data
  • Make informed data-backed decisions quicker
  • Collaborate and innovate better
  • Share securely
  • Save time with a faster turnaround
  • Increase ROI as processes improve

A picture is worth a thousand words

Telling a visual story transforms the conversation. Visualizing data brings it to life, making it instantly understood. It has a compelling impact. It makes the data more interesting for reviewing and assessing. Your teams will remember a visual rather than facts and figures.

Data visualization brings facts to life, enabling people to relate to and understand the data. It benefits managers, employees, and customers as the data tell a story through graphics and maps.

5 reasons your team needs data visualization

Managers using data visualization tools are 28% more likely to find relevant information compared to those who don't. Let's explore how your business could benefit from data visualization.

1. Building understanding

Mapping software enables people to understand data easily; why? Because humans are visual learners, 90% of data the brain processes is visual, and experts say the human brain processes images 60,000 times faster than written content. By moving your data from excel and complex spreadsheets to a simple, vibrant interactive map, you quickly optimize and visualize it in a way that can be communicated and shared with stakeholders.

2. Patterns and relationships

Data visualization software is a powerful way to discover patterns and relationships in day-to-day operations and overall business performance. By mapping your data, you can see your sales and marketing campaign results and their impact on your business.

Seeing these relationships and patterns emerge enables you to compare current and past performance and plan for the future. It allows you to identify potential reasons for either growth or contraction in the market and plan on resolving them. Taking it a step further, you can break it down into different components, such as sales by geographical location or the demographics of your customers.

3. Discover trends

The great value in the large volumes of customer and market data that companies gather is the new insights and potential revenue opportunities that lie within it. Data visualization lets your company spot changes in customer behavior and market conditions faster.

While territory mapping allows sales teams to visualize sales territories and ensure they are balanced and aligned. Heat maps will enable you to spot opportunities for expansion or market gaps not visible in spreadsheets. Radius maps will allow you to take two data sets and focus on their spatial relationship by plotting them on a radius circle.


4. Interact directly with your data

Data visualization software enables you to interact with real-time data directly. A spreadsheet may tell you product sales, but with a map, you see underperforming and overperforming areas.

You can easily access your sales territories via smartphone, tablet, or laptop. Using territory mapping software, you can drill down into a region, realign or change sales territories, or reassign a salesperson to cover the underperforming market. Perfect for people on the go, presenting at a meeting, or sharing interactive maps securely or publicly with colleagues.


5. Empower your business and team

Data visualization empowers your business and employees by giving them new ways of looking at your organization's data, enabling them to make better and more informed decisions. In this era of information and big data, visualization software allows you to gain insights, identify gaps and opportunities, target and analyze the critical data to drive your business forward.

These are just some of the benefits of data visualization tools for organizations.

What is geomapping?

Geomapping is a form of data visualization that displays location data on a map using mapping software. Geomapping maps a location, country, region, continent, or territory. Geomapping distinguishes areas with colors, shading, and outlines based on data sets.

Location data is taken from spreadsheets and CRMs to develop customized geographical maps. For example, you split a map of the US into sales territories. It is ideal for organizations with field-based sales teams.

The primary uses for geomapping are for sales and marketing teams. Geomapping software can track companies' sales and has the potential to highlight new business opportunities. Data visualization through geomapping is a great way to present data to people unfamiliar with complex data sets. It is easier to distinguish data on a map than with spreadsheets. eSpatial specializes in the production and customization of geo-mapping software for businesses worldwide.

Why is it important?

Geomapping speeds up decision-making and unlocks revenue and opportunity for organizations worldwide. Geomapping as a data visualization tool allows for quick and efficient decision-making.

Analyzing data is time-consuming and can easily be misinterpreted, especially with big data.

Geomapping allows its users to make informed decisions in a more timely manner. As nearly all data has location data, geomapping is the ideal data visualization tool for organizations. Data visualization through geomapping is innovative and the way forward for decision-making and sales.

Who needs mapping?

Geo-mapping software has an endless number of uses and is capable of being adopted by virtually any business including:

  • Sales operations teams
  • Marketing teams
  • Sales teams
  • Data analysts (sales and marketing)
  • CRM administrators
  • Distribution managers
  • Operations teams

Geo-mapping software is an enabling technology – it takes any business data with a location element and turns it into an engaging and self-explanatory visualization – a map. It, in turn, allows for more precise and in-depth analysis. This analysis promotes better communications, better decision making, and more efficient business practices resulting in a better ROI

Sales operations leadership

  • Design, align and optimize sales territories to drive utilization
  • Identify geographical insights dynamically and visually, unlocking hidden sales potential.
  • Easy visual displays of geographic information, such as territories, can be created and filtered.
  • Analyze customer data to identify highly valued customers.
  • Map potential leads. Communicate sales strategies to field reps in ways they understand, with easy-to-access visuals. Everyone understands a map.
  • Optimize sales routes to reduce costs and increase efficiency, productivity, and planning.

Marketing leaders

Every marketer knows the struggle of convincing your leadership to spend more money, effectively reduce costs, and get more bang for your buck.

  • Keep track of sales and marketing KPIs geographically.
  • Show market penetration and other vital metrics.
  • See and measure campaign performance and know where and when to allocate your budget.
  • Analyze competitor locations and uncover insights to position your business strategically.
  • Communicate facts and figures to ensure everyone in your business can see the whole picture.


A trillion-dollar industry with many stakeholders; patients, hospitals, clinics, device manufacturing, medical professionals, healthcare, and service providers.

  • Data visualization delivers a clear picture of all stakeholders.
  • Highlight gaps in service coverage.
  • Create and share interactive maps of locations.
  • Color-code based on service provided, number of beds in hospitals, and patient capacity.
  • Identify hotspots that have optimal services and resources.
  • Communicate performance to key stakeholders.
  • Match patients with the most appropriate healthcare location.
  • Create balanced territories to ensure optimum coverage and performance.
  • Easy-to-use analysis options help make informed decisions that can save time and money.


Analysts need to make sense of large volumes of data, find insights, and communicate findings to colleagues and senior management to help improve organizational ROI.

  • Quickly analyze mass amounts of information through visual maps and reports.
  • It can reduce the time to analyze data by over 50%.
  • Easily communicate results in a presentation for people without prior knowledge of the report. They can understand the data instantly.
  • Discover hidden trends in your data that could be overlooked by looking at a spreadsheet.
  • Allow decision-makers in the organization to easily and quickly digest the result of your findings.
  • Overlaying data from multiple spreadsheets can highlight exciting patterns and relationships between datasets.
  • Instantly answer questions relating to geographic coverage and performance.
  • Share an interactive map that your colleagues can further analyze.


Logistics is the art of getting the right resources, to the right place, at the right time, and in the most efficient way.

  • Visualize your distribution network to identify coverage gaps and opportunities.
  • Maximize the operating efficiency of your drivers with optimized routes.
  • Allow field operatives to see new and existing jobs in their area.
  • Assign new jobs to field operatives in the area.
  • Color code jobs based on your data, such as high priority (red pin) and low priority (blue pin).
  • Balance workloads to maximize your employee's potential.
  • Easily generate interactive map reports that give an integrated view of your operations/distribution network.
  • Expand or consolidate your business's areas over or under capacity or underperforming.
  • Replace the guesswork and assumptions when basing decisions on spreadsheets and "local knowledge."


Non-Profit Organizations need to manage limited resources, time, and funding while maximizing the service they provide.

  • Instantly get an overview of your operations to help onboard volunteers.
  • Get a holistic and easily accessible view of donors, volunteers, locations, clients, events, resources, and fundraising activities. Communicate performance to stakeholders to help secure funding.
  • Quick and easy way to match donors and volunteers to clients and locations.
  • Identify and highlight communities or areas that are underserved.
  • Promote awareness using maps, making it easier for people to find their local events.
  • Maximize return on investment by making informed decisions.
  • Easily collaborate and communicate with remote teams.

Franchise and franchisees

  • Publish the availability of available franchise locations to potential franchisees.
  • Generate optimal routes to maximize productivity.
  • Report performance visually using a variety of filters.
  • Identify channels of distribution close to outlets.
  • Use the data-driven results to align performance with the sales and marketing goals.
  • Publish locations of franchises to customers.
  • Analyze franchise markets and performance.

The mapping software magic

Mapping sales data is a crucial driver of sales performance. Clearly defined and aligned sales territories enhance customer coverage, increase sales, and reduce costs.

Data mapping enables you to develop a comprehensive sales strategy and allocate your resources effectively. Managers who use visual data discovery tools are 28% more likely to find timely information than those who rely solely on managed reporting and dashboards.

Why map sales data?

  • Analyze sales performance instantly.
  • Ability to allocate sales teams effectively, leading to higher profits and greater efficiency.
  • Plan a more effective sales strategy to reduce costs.
  • Reduce risk by identifying re-alignment opportunities.
  • Identify new leads or competitor locations.
  • Realign sales territories.
  • Rapidly report on critical sales data.

The eSpatial edge

Leaders of Sales and Operations turn to eSpatial when they want to optimize sales rep productivity and revenue but struggle to find a total solution to:

  • Discover actionable insights by visualizing and analyzing sales data.
  • Optimize Territory design to increase sales, reduce costs and enhance resource productivity.
  • Maximize rep selling time and utilization with advanced routing optimization.

Learn how mapping software can help you unearth insights from your data

Talk to a mapping expert
Eoin Comerford Written by

Eoin Comerford

Eoin is an eSpatial mapping expert with more than 10 years of experience in the field. He specializes in using mapping to help sales and marketing professionals target revenue growth, make cost reductions and improve customer service.

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