14 July, 2025
The analytical company Marketing Logic has developed a comprehensive system for assessing sales potential for business API 360, or Area Performance Intelligence. The platform is suitable for business areas associated with active sales and territorial characteristics of sales in the regions of Russia.
The system analyzes the sales of the company and its competitors, focusing on the achieved results and the potentially available market capacity. As target indicators, the platform selects the best sales indicators of similar products or, if there are none or the data on them is insufficient, the system focuses on the best indicators of internal statistics, taking into account the characteristics of the region, socio-demographic indicators, and product features. The overall sales potential is assessed according to five blocks for analysis: geodata, socio-demographic characteristics, capacity of sales channels, competitive environment, analysis of uncovered territories. All of the listed factors are analyzed taking into account the geographic location of the business: the population of a specific city or region, segmentation by age and profile of a potential client, transport infrastructure, pedestrian traffic, competitor activity and other parameters.
The model uses statistical methods to identify the factors that are most significant for sales and assigns them greater weight in the analysis process. The result of the analysis is a detailed dashboard for each territorial unit (most often a city) with detailed analytics for each significant factor, with an assessment of the real potential and target values of the parameters that need to be improved to fully realize the potential.
Marketing Logic applied the service in a large company represented in different regions of the country. A year of use and analysis of the results showed that more than 60% of the company's new sales over these 12 months were brought by the use of Area Performance Intelligence. At the same time, 30% of attracted clients became regular customers.
“In businesses where company representatives play an important role, for example, in pharmaceuticals, real estate, insurance, the API 360 platform analyzes their work, assesses the market capacity taking into account the specifics of the work, profiles of specialists or clients with whom these representatives interact. For example, when working with pharmaceutical companies, the system evaluates the profiles of medical institutions in a particular city, the number of doctors, and also looks at the socio-demographic characteristics of residents from the point of view of their potential need for certain groups of drugs. API 360 adapts its forecasts and analysis to the specifics of the business and products, while maintaining high quality data processing and strong geo-expertise,” — Dmitry Galkin, Managing Partner and CEO of Marketing Logic, talks about the principles of the new geo-platform.
A demo version of the product is available upon request when contacting the company.