Powering Site Planning & Demand Modelling with Location Intelligence
Company Size
1,000+
Region
- Europe
Country
- Spain
Product
- CARTO
Tech Stack
- Microsoft Excel
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Brand Awareness
- Customer Satisfaction
Technology Category
- Platform as a Service (PaaS) - Data Management Platforms
Applicable Industries
- Utilities
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
- Geofencing
Services
- Data Science Services
About The Customer
Endesa, part of the Enel Group, is the largest electric utility company in Spain and the second largest in Portugal. With over 10,000 employees, Endesa provides services to 22 million customers and also sells power to Germany, Belgium, France and Holland. As a leading utilities player in the European market, Endesa distributes electricity to over 22 million consumers throughout Spain. In 2017, the power distributed through their grids increased by 1.2% - and data has become a fundamental part of their growth strategy as part of their “Open Power” mission to open up access to electricity to the highest number of people possible.
The Challenge
Endesa, the largest electric utility company in Spain, was looking to grow its customer base and maintain its leadership in the Spanish market. They needed to understand how to best serve their existing B2C customers and how to gain market share from their competitors. Their Business Intelligence team had previously used Microsoft Excel to evaluate their coverage and measure demand in complex models which were not always accessible to business users in other departments across their business. Endesa wanted to make this process easier, using a more intuitive tool to share insights with departments such as Corporate Strategy, Finance and Location Planning.
The Solution
Endesa adopted CARTO across their business to drive tangible business outcomes around three core use cases: Site Planning, Demand Analysis and Geomarketing. Their Business Intelligence team were able to carry out complex analyses much faster, at a higher granularity and using more external data. By analysing their market penetration and growth potential for installation and maintenance services per census track, and the areas of influence covered by their existing service centers, they were able to recommend optimal locations to open 2 more Customer Service Centres in these regions to Endesa territory managers, optimizing both their coverage and quality of service for customers. They also used CARTO to analyze their growth potential in both “stronghold areas” (where their market share is over 80%) as well as “challenger areas” (where their market share is less than 10%).
Operational Impact
Quantitative Benefit
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