“I want you to solve this problem by close of business today!” And with that, your boss turns on his heel, and stomps violently out of your office.
A shudder descends the length of your spine. A baseball-sized lump lodges itself in the pit of your throat. It’s suddenly very hot.
Without Yellowfin’s Business Intelligence (BI) solution and its Location Intelligence (LI) capabilities? You cut your losses, and with clammy hands, pack your half-chewed pens and other meager possessions and leave. For good.
Your company, A1 Recruiting Services, has had an appalling start to the financial year. Your mission is to match prospective employees for the Energy and Utilities industry with appropriate companies in America.
You are in charge of business development. It’s your responsibility to sign-up four percent of organizations that are approached to A1’s recruitment services. The start of this financial year has returned a measly 0.5 percent conversion rate.
You load-up several spreadsheets containing all available records of US-based companies in the Energy and Utilities industry into Yellowfin. With a few simple clicks you design three geospatial reports, displaying:
- Companies by location
- Companies by location and number of employees
- Companies by location and total revenue
Concentration of companies in the Energy and Utilities industry within the US
Immediately, you can see discernable patterns in the geographical spread of companies. There is a notable concentration on the eastern and western (particularly the North-western) coastlines.
Additionally, the eastern half of the US is far more densely populated by organizations in your target industry.
You’ve spent the first month of this financial year coordinating a campaign targeting the smaller, more manageable, density on the western coast. However, A1’s recruitment services cater poorly for smaller organizations, so you filter the dataset by number of employees and total revenue.
US companies in the Energy and Utilities industry by location and number of employees
Your chest muscles tighten. Instantly, you can see a problem.
The West coast in bereft of large organizations – those, which history has made abundantly clear, deliver your desired conversion rates.
US companies in the Energy and Utilities industry by location and total revenue
You filter your dataset again, this time by total revenue, and discover a startling contradiction. The biggest companies by staff size do not correlate with the biggest companies by revenue.
You check your records. The largest companies, as determined by total revenue, have delivered A1 the best conversation rates in previous campaigns. You also note that your best individual results have been delivered when a company is both large in terms of total number of employees and revenue.
You dig a little deeper. The majority of A1’s current revenue and existing cliental base come from a single sector within the Energy and Utilities industry – Gasoline and Oil Refineries. These companies in the Gasoline and Oil Refineries sub-industry, with large staff counts and high revenues, will provide a good guide and profile for potential future clients. You filter the data accordingly.
US companies in the Energy and Utilities industry by sub-industry and location
Organizations in the Gasoline and Oil Refineries sub-industry are concentrated in southern America (Texas) and Middle America (Utah).
But which companies within this sub-industry have the highest revenue and staff size?
US companies in the Gasoline and Oil Refineries sub-industry by location and number of employees
The largest companies by number of employees in the Gasoline and Oil Refineries sector are located in Middle America and on the South and South East coasts in Texas, Louisiana and South Carolina.
US companies in the Gasoline and Oil Refineries sub-industry by location and total revenue
Dissecting US companies in the Gasoline and Oil Refineries sub-industry by highest total revenue reveals your most ideal target companies are located in Texas, followed by Middle America (Colorado, Missouri, West Virginia), then the South East (South Carolina, Florida and Louisiana).
Outcome: Stick it to the man
You march into your boss’s office. You tell him A1’s next campaign will target companies in the Gasoline and Oil Refineries sub-industry with over 500 employees and 200 million in revenue.
This will be accompanied by an advertising campaign aimed at southern and Middle American media.
Problem solved. No more clammy hands, dry throat, or tight chest. Just a big smile. Maybe even a big pay rise…