CARTO Case Studies Powering Site Planning & Demand Modelling with Location Intelligence

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	Powering Site Planning & Demand Modelling with Location Intelligence CARTO

Powering Site Planning & Demand Modelling with Location Intelligence

CARTO

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
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. Read More
About 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. Read More
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%). Read More Log in to view content
Contents

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

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.

About 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.

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%).

Impact #1	Increased granularity in decision-making, going beyond traditional zip code analyses to identify commercial opportunities with greater precision
Impact #2	Greater usage of external data in Endesa’s analytics strategy, including demographic and socioeconomic data on potential customers to drive Site Planning decisions
Impact #3	Reduction of time to insight - making location data more accessible to a wider range of stakeholders in different departments across Endesa

Impact #1

Increased granularity in decision-making, going beyond traditional zip code analyses to identify commercial opportunities with greater precision

Impact #2

Greater usage of external data in Endesa’s analytics strategy, including demographic and socioeconomic data on potential customers to drive Site Planning decisions

Impact #3

Reduction of time to insight - making location data more accessible to a wider range of stakeholders in different departments across Endesa

Benefit #1	Hundreds of point of services have been opened in 8 cities across Spain
Benefit #2	Endesa’s market share has seen significant growth
Benefit #3	The time to insight has been reduced by half

Benefit #1

Hundreds of point of services have been opened in 8 cities across Spain

Benefit #2

Endesa’s market share has seen significant growth

Benefit #3

The time to insight has been reduced by half

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Overview

Powering Site Planning & Demand Modelling with Location Intelligence

Operational Impact

Quantitative Benefit