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A Software Application to Optimize the Visits of Sales/Marketing Agents to Their Customers in a Brewing Company

In: Advanced Business Analytics

Author

Listed:
  • Marcos Colebrook

    (Universidad de La Laguna)

  • Ana González-Larsson

    (NOVASOFT TIC)

  • Antonio Sedeño-Noda

    (Universidad de La Laguna)

Abstract

We present a software application developed to optimize the annual planning of visits of a brewing company’s sales/marketing staff to their customers. Each of these customers must be annually visited a provided number of times. Thus, each salesperson is assigned to a set of customers that must be visited each week. The application will assign all the visits of a salesperson to each customer so that all weeks should have more or less the same number of visits. By virtue of this approach, the brewing company diminished their marketing operating costs, as well as improved their customer relationships.

Suggested Citation

  • Marcos Colebrook & Ana González-Larsson & Antonio Sedeño-Noda, 2015. "A Software Application to Optimize the Visits of Sales/Marketing Agents to Their Customers in a Brewing Company," Springer Books, in: Fausto Pedro García Márquez & Benjamin Lev (ed.), Advanced Business Analytics, edition 127, pages 225-243, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-11415-6_12
    DOI: 10.1007/978-3-319-11415-6_12
    as

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