An ongoing project at Adolf Würth GmbH & Co. KG shows that Predictive Analytics can enable mobile sales planning. Using a location-based service, field sales personnel can locate new customers in close proximity to wherever they may be.
At the end of 2015, there were more than one million craft trade businesses in Germany, including many potential new customers for Adolf Würth GmbH & Co.KG. With predictive analytics available on their smartphones, the company’s 3,000 salespeople can locate promising businesses “just around the corner”.
To achieve this, Dastani Consulting has adapted the predictive analytics software Target Group Predict for use on mobile devices. The software determines businesses’ turnover potential on the basis if different target groups, such as craft tradesmen or vehicle repair workshops. It locates individual salespeople via their smartphones and provides them with the addresses of promising potential customers close by.
Würth uses Big Data to optimise its sales planning
This isn’t the first project I have implemented with Jens Neumann, sales planning manager at Würth. The immense product range and the exceptionally expansive sales team provide an ideal framework for intensive testing of big data initiatives in the area of sales. Working together, we have established that this mobile aspect of sales planning delivers excellent results – so long as the individual salespeople follow the recommendations!
Jens Neumann sees it like this: “Working with Dastani Consulting, we are gaining ever deeper and more granular market insight. If our salespeople can take this insight with them on their rounds, then that is just perfect.” Any predictive application must be judged on its usability, and from a massive database we have succeeded in extracting precisely those businesses located in close proximity that have real potential – “predictive analytics to go”, on your smartphone! This opens up a brand new perspective for location-based services, not only for the customers, but also for the salespeople.