Inputs
Points
Stores, customers, competitors and leads become points, from your records or from places data such as Google Places. Census data adds population, households and income by area.
The question
A map of pins shows where things are, not what they mean. Hot spot analysis tests whether a cluster of stores or customers is real or chance, and white-space analysis compares demand with the locations that serve it, to find markets nobody covers yet.
Territories are the other half. Drawn by hand, sales areas drift out of balance; built from census population and adjacency, they stay balanced and can be redrawn automatically when the market changes.
From inputs to result.
Analysis
Statistics
We measure density and test clusters with hot spot statistics (Getis-Ord Gi*), compare demand with supply area by area, and follow trends over the years where records allow.
Result
Territories
Areas are grouped into territories balanced by population or accounts, keeping neighbours together and boundaries intact, and the results go to a dashboard or web map for the sales team.
What you receive.
01
Hot spot maps
Statistically tested clusters of locations or customers.
02
Competitor and lead maps
Every competitor and prospect on one map, with their details.
03
White-space map
Areas where demand is high and supply is thin.
04
Sales territories
Balanced groups of areas, as a map and a table.
05
Trend maps and dashboards
Market statistics over time, in 2D or 3D web maps.
Limits
Places and census data lag behind the market and miss what is not listed, so the analysis shows patterns and priorities, not exact sales.
Industries that use it.
Retail & Market IntelligenceCompetitors, white space, trade areas and sales territories for chains, franchises and sales teams. 
Real Estate & DevelopmentMarket trends by area over time, to see where activity and values are rising. 
Infrastructure & UtilitiesNetwork coverage by area, to see which places are served and which are not. Services that deliver it.
Related projects.
Questions about this analysis.
01What is location analytics?
Spatial analysis of where things happen in a market: customers, competitors, stores and demand. It answers what a spreadsheet cannot, such as which clusters are real, which areas are under-served and how far each customer is from you.
02How do you design sales territories?
From building blocks such as counties or postcodes, grouped so that each territory has a similar population or number of accounts, stays in one piece and respects state or regional boundaries. Sales territory mapping done this way runs as a script, so it can be rerun when accounts change.
03What is a hot spot analysis?
A statistical test (Getis-Ord Gi*) that checks whether high or low values cluster more than chance would explain. It turns a crowded map of points into a few areas that are significantly hot or cold.
04Where does the data come from?
From your sales records, census and demographic data, and places data such as Google Places for competitors and leads. We document each source and its date, since market data ages quickly.
05Can the maps stay up to date?
Yes. We build the analysis as a workflow, so new records or a new census year refresh the maps, dashboards and territories without starting over.
Related guides.
Ready to put your geospatial data to work?
Tell us the area, the decision and the deadline. We reply within 24 hours, from the person who will deliver the work.
Based in Bucharest, working with clients on five continents.