Nomadia > Case Studies > Optimizing Sales Staff Sectors: A Case Study of Daytona and Nomadia

Optimizing Sales Staff Sectors: A Case Study of Daytona and Nomadia

Technology Category

Analytics & Modeling - Big Data Analytics
Sensors - Haptic Sensors

Applicable Industries

Equipment & Machinery
Pharmaceuticals

Applicable Functions

Human Resources
Sales & Marketing

Use Cases

Inventory Management
Personnel Tracking & Monitoring

Services

Training

About The Customer

Daytona is an outsourced sales agency that specializes in field marketing operations. It is a subsidiary of the Cosine Group, which is part of the Omnicom Group. Created in 1993, Daytona is an expert in setting up dedicated customer teams, specializing in sales promotion, sales force, promotion, and merchandising. The company also supports performance management and has more than 200 dedicated client support personnel. Annually, Daytona covers a 'mileage' of 4,412,238 km and makes 95,300 sales outlet visits. Its teams primarily operate in the technology, beauty, and health sectors, including pharmacies and pharmaceutical laboratories.

The Challenge

Daytona, an international outsourced sales agency, faced a significant challenge in managing and optimizing its sales staff sectors. The company's activities required it to allocate its staff as rationally and as close as possible to the sales outlets in question, taking into account their place of residence. Previously, Daytona France used an in-house territory management tool hosted at the offices of its parent company, Cosine, in England. However, this arrangement was not ideal as sector definition was entrusted to English colleagues who were not necessarily aware of project specifics. The lack of local expertise and familiarity with French geography made it difficult to construct coherent sectors. Furthermore, not being in control of the territory management software was a significant hindrance, prompting Daytona to seek a local tool for end-to-end project control.

The Solution

After benchmarking several geo-marketing solutions, Daytona chose the Territory Manager solution from Nomadia. This decision was driven by the solution's cost, quality, ability to add different modules, and the geographical proximity between the companies. Territory Manager features powerful optimization algorithms that automatically generate the optimal sectoring solution, combining geographical compactness and statistical business data. The solution is intuitive and can be quickly mastered by all user profiles, guiding users through each step of the sector definition process. It also allows users to adjust sectors manually based on their field knowledge, managing specifics peculiar to an activity or sales outlet. The solution's flexibility also enables the easy incorporation of specific business constraints, such as the number of working days of the sales staff or number of calls possible in a day.

Operational Impact

The implementation of the Territory Manager solution by Nomadia has brought significant operational benefits to Daytona. The solution has enabled Daytona to re-evaluate sectors depending on new customer requirements or add additional sectors to extend their reach. The Business Intelligence team, responsible for territory management and optimization, uses the Nomadia tool on a day-to-day basis. All the sales divisions can avail themselves of it depending on the project, and the Marketing & Sales director also systematically uses the tool for all sales force invitations to tender. The solution has also improved working conditions for the sales staff, who can now perform their rounds in sectors closer to their homes. This has resulted in less time spent on the road, savings on overnight stays, and more frequent visits to main customers.

Quantitative Benefit