Replacing Spreadsheets with Location Intelligence and Spatial Analysis to Increase Sales
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- MapInfo Pro
Tech Stack
- Advanced Penetration Mapping (APM)
- Geographical Data Mapping
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Cost Savings
- Customer Satisfaction
- Productivity Improvements
Technology Category
- Application Infrastructure & Middleware - Data Visualization
- Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Industries
- Telecommunications
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Predictive Replenishment
- Supply Chain Visibility
Services
- Software Design & Engineering Services
- System Integration
About The Customer
Time Warner Cable is one of the largest providers of video, high-speed data, and phone services in the United States, connecting over 14.5 million customers. Originally a cable television provider, the company expanded its offerings to include high-speed internet, digital phone, and wireless services. Time Warner Cable Business Class provides data, video, and phone services to businesses of all sizes. The company sought to drive additional revenues from untapped markets and turned to Precisely software for advanced mapping and spatial analysis to better understand customer locations, competition, and untapped markets.
The Challenge
The Los Angeles area is highly competitive, with multiple providers competing for the same customers. Spreadsheets used by sales teams were becoming ineffective in showing the depth of opportunities, challenges, and the competitive landscape. It was difficult to manipulate and interpret data in a manner relevant to the sales teams, which hindered their ability to identify untapped markets and drive additional revenues.
The Solution
The Time Warner Cable Business Development team designed Advanced Penetration Mapping (APM), a web-based mapping software program cross geo-coded with the billing system. This approach uses MapInfo Pro from Precisely to show service penetration levels through multilevel range targeting and color-blend range transitions. By switching from spreadsheets to geographical data mapping analysis, the team identified 15 new areas of subset data, transforming marketing, direct sales, audit, and business development procedures. The sales team could more effectively market Time Warner Cable’s full line of products and services. The solution enabled multiple departments to analyze data in an easy-to-understand format, creating cross-department synergies and identifying unforeseen opportunities. The APM process also increased cost savings through added efficiencies.
Operational Impact
Quantitative Benefit
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