Territory Creator Methodology
We at EASI use demographics to create better, unbiased sales territories. We want it to be simpler to optimize sales territories. We want this process to be based upon the best, most correlated EASI demographics utilizing our new innovative approach to creating sales territories. EASI has developed the Territory Creator software to accomplish this goal. Our software can be used to develop a custom solution for your sales territories.
EASI has analyzed and developed 348 EASI ® Basic Sales Areas (BSAs). These EASI ® BSAs are based upon the results of the 1990 Census conducted by US Census Bureau and additional research from the Bureau of Economic Analysis (BEA).
The primary factor in the determination and assignment of counties to BSAs is commuting patterns among the counties. BSAs will therefore include both the place of work and the place of residence of the work force. The result is that BSAs are geography where travel and employment variables are in approximate equilibrium. Each BSA is designed to be as small as possible, while maintaining this relationship with its geography. These properties are essential to creating BSAs.
Small size is important in a very practical way. For maximum control, businesses tend to require the smallest areas for sales and marketing analysis as well as for plant locations. BSAs use a single economic node or center county combined with the surrounding counties, selected using economic factors.
Most of these center counties or nodes are contained in metropolitan areas while 10% of these center counties are non-metropolitan. In the non-metropolitan areas, BSAs have common newspaper readerships and other widely read media. These non-metropolitan BSAs are treated identically with the BSAs that are based upon Metropolitan Area analysis.
Territory Creator develops new Sales Territories by first identifying the Center-BSA which is a building unit to which other BSAs are added. EASI decides which Non-Center BSAs should be added. BSAs then become the essential building blocks in the creation of new Sales Territories. Therefore, the final Sales Territories will always be contiguous.
Center-BSAs are either developed from a user selection process based on existing sales territory locations or from an EASI developed model of Sales Potential. EASI Sales Potential models have access to over 900 specific variables and EASI’s decades of experience in using demographics to estimate Sales Potential. The EASI ® territories can be used across many types of industries.
There are many advantages to this EASI-developed system. EASI believes that it is wrong to split a BSA. The entire BSA is always assigned to the same sales territory; no county is split from its BSA. This eliminates misalignments of counties with the wrong sales territory. This prevents assigning a border-county on the edge of a state to its state rather than to its best territory even if this best territory may be right over the border in a different state.
In the EASI-developed algorithm, a Center-BSA is the focal point for the development of a new sales territory. If developed using EASI Sales Potential, these BSAs have the largest EASI Potential based on key current demographics and related specific information. Each remaining BSA is then evaluated to determine to which Center-BSA it should be assigned. Once all Center-BSAs are selected, the software will systematically assign BSAs to the Center-BSAs and will be creating a new sales territory. The result is new Sales Territories that are contiguous, combined BSAs which are more accurate and better tailored to your individual needs.
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