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Geographic Representation of Data for New Insights

Mapping the Future of Breweries

In the competitive world of brewing, understanding your market is key. Analytics platforms, like Tableau, now offer advanced mapping functions that allow breweries to see sales, distribution, and market preferences with pinpoint accuracy. This new tool is proving essential, helping breweries make smarter business decisions and refine their strategies in real-time.

Why is Mapping Crucial for Breweries?
Mapping isn't just about plotting points on a globe. For breweries, it has tangible business implications:

- Market Analysis: Geographical sales data gives insights into where products are gaining traction, aiding in market strategy formulation.

- Distribution Efficiency
: With mapping, distribution routes can be streamlined, ensuring faster and cost-effective product deliveries.

- Understanding Local Tastes
: Regions can have unique beverage preferences. Mapping sales data provides insights into these local palates.

- Supply Chain Management
: Breweries often source ingredients and material nationally. Mapping visualizes the supply chain, helping to streamline procurement processes.

Advantages of Modern Analytics Platforms
Tableau and other modern analytics platforms elevate mapping to an analytical art form:

- Interactive Visualizations
: Dynamic, interactive maps allow users to delve deep into the data, unearthing patterns and trends.

- Custom Geographic Detail
: Analysis can range from global/national trends down to sales in specific localities.

- Data Source Integration
: Integration with various data points means breweries can juxtapose sales data against factors like demographics or local events, offering rich insights.

Case Study: Mapping New Targets

Demographics by ZIP
Imagine a brewery was looking to open a new taproom in a general area and wanted to pinpoint the ideal location based on their target market. Amongst other inputs, they could map and analyze demographics for Income, Population, Age, and Education by Zip Code like the below example.

By showing this info geographically, we can see clusters of similar demographic types; for example, we can see that the highest income is generally in the north and south on this map and lower in the middle. If we were just looking at a list of demographics by Zip code in excel, it would be much more difficult to spot these geographic clusters.

Sales per Capita by State
Let’s say a brewery with national distribution wanted to identify a few regions to target for the next year. One good approach would be to map and compare sales by State against the population in the State to see where they have a limited presence.

In this example we can quickly see from the map that the Midwest and Northeast look to currently be the regions with the most opportunity (lowest sales per capita) and going a step further, PA, OH, and VA are probably the best individual States to target.

Just a quick look at the map can help the team pinpoint where they should target their efforts in the upcoming year.

In Summary
Mapping brewery data using modern analytics platforms opens up a new world of understanding, providing much quicker and more accurate geographic insights versus just viewing data in excel. For forward-thinking breweries, leveraging these geographic insights isn’t just an option—it's a recipe for success. Here's to a future where breweries not only master the art of crafting beers but also the science of geographical analytics.

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