An extensive network

As the historic horse racing betting operator in France and Europe, PMU manages a vast network of over 13,800 partner points of sale, including bars, tobacconists, brasseries, and other local businesses.

To support and energize this network, the sales teams needed a precise, fast, and actionable view of their territorial performance to guide their actions.

Isabelle Attias, market statistics & geography analyst, is at the heart of these challenges: how to provide field managers and decision-makers with a detailed understanding of local activity, while strategically managing the national network?

Underutilized data

Before integrating a geospatial business intelligence solution, territorial analysis capabilities were scattered, fragmented, and difficult to leverage in a demanding commercial context:

• Traditional reports did not allow visualizing point-of-sale performance within their local context.

• It was complex to anticipate the impacts of point-of-sale closures or openings in a given territory.

• Sales teams struggled to prioritize target areas or adjust their strategies during campaign or product launches.

Isabelle highlights the need for a tool that addresses geographic granularity, real-time data availability, and contextual field description, thereby ensuring more relevant and responsive decision-making.

Geospatial BI integrated with Qlik Sense

To meet these challenges, PMU deployed a geospatial business intelligence solution integrated into its Qlik Sense environment, enabling sales teams and field managers to access interactive, immediately actionable map-based analytics. This new analytical foundation delivers several decisive advances:

• KPI visualization by point of sale: sales reps can compare actual performance to targets and understand contextual factors.

• Opening and replacement management: in just a few clicks, it is possible to anticipate the impact of a closure or identify high-potential prospects.

• Campaign and network event customization: maps enable effective targeting of high-opportunity areas.

• Dynamic sales territory adjustment: area managers can define and balance territories according to their own criteria.

Tangible benefits

The impact of this transformation can be measured across several operational levels: improved visibility into local performance, providing clear context for each point of sale and facilitating action priorities. Faster and more accurate decisions, thanks to immediate access to mapped data integrated into Qlik Sense. Enhanced ability to anticipate network needs, whether for acquiring new partners or supporting existing sites. A common language between headquarters and field teams, based on a shared territorial analysis foundation, facilitating collaboration and strategic alignment.