Murphys Territory Optimisation

Murphys Brewery used Beacon Dodsworth's mapping and analysis bureau to optimise their Irish sales territories. Having heard about the Irish version of Prospex, the brewer approached us initially to geocode their pubs and then create enhanced sales territories around the network.

Geocoding a large number of Irish addresses is no mean feat. With no postcode to fall back on, the Irish address system requires much name matching, a bit of detective work and intelligent algorithms. The result, however, was worth the effort, when a whole network of pubs and off licences came together.

Using Vortex, the inbuilt sales territory optimisation module in Prospex, we then determined new sales territories in new regions taking driving time into consideration and balancing sales figures to achieve the optimum areas. A comprehensive overhaul of the sales network was established, both in report format and maps, enabling Murphys to rebuild their whole field force on the ground.