CASE STUDY
How Kingspan Optimized Regional Sales Strategy with Geographic Analytics Dashboard
AT A GLANCE
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Client: Kingspan
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Industry: Manufacturing & Distribution
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Location: United States, Canada, Puerto Rico
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Solution: Sales & Market Performance Analytics
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Key Impact: 10-15% faster market insights, improved margin tracking, geographic optimization
Background
Kingspan, a global leader in building materials manufacturing, operates across multiple U.S. states with a diverse product portfolio including insulation, housewrap, and specialized building solutions. The company's sales network spans the entire country, with varying performance patterns across different geographic regions.
As market dynamics shifted and competition intensified, Kingspan recognized that understanding geographic sales patterns and regional profitability was essential for strategic resource allocation and growth optimization.
The Challenge
Kingspan's sales leadership was operating with severely limited geographic visibility into performance metrics across their U.S. operations. Despite having substantial sales data, the company lacked a consolidated view of where sales were strongest, how margins compared geographically, and which products were driving performance in each region.
Traditional reporting methods relied on static, table-heavy Excel reports that provided no ability for drill-down analysis by state or product line. This made it impossible for sales leadership to identify high-performing states versus underperforming regions or to understand the relationship between geography and profitability. Without visibility into invoiced amounts, margins, and product mix by location, regional managers couldn't align sales strategies with actual demand patterns.
The fragmented reporting approach prevented the company from making data-driven decisions about territory assignments, resource allocation, and regional investment priorities. Sales teams were essentially operating blind to geographic opportunities and challenges, limiting their ability to focus efforts where they would generate the highest returns.
The Solution
GrowthBI built an interactive Geographical Sales Dashboard within Power BI, powered by a centralized SQL data model and integrated with Azure Maps for sophisticated geographic visualization. The solution transformed static reports into dynamic, map-based analytics that revealed geographic patterns instantly.
The Country & State-wise Sales Distribution feature provided visual map overlays showing invoiced revenue and margins across all United States and Canada, with bubble sizes representing sales volume and color intensity indicating margin contribution. This immediate visual representation revealed geographic patterns that were invisible in traditional reports.
Key capabilities included:
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Product-Level Geographic Drilldowns: Ability to filter sales performance by product groups including EPS, XPS, PIR, KoolDuct, and Housewrap with state-level contribution analysis
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Margin Visibility Mapping: Side-by-side geographic reporting of invoiced amount versus invoiced margin to track profitability patterns
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Dynamic Time Filtering: Flexible period selection for last 3/6 months or year-to-date analysis with SKU-level filtering capabilities
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Interactive State Rankings: Automated ranking displays showing top-performing states like Ohio, Wisconsin, New York, Minnesota, and Illinois
Results
The Geographical Sales Dashboard revolutionized Kingspan's regional sales strategy and resource allocation. Geography-based decision making became possible as regional managers could instantly identify high-margin states and focus sales efforts where demand was growing. The interactive visualization reduced time to insights by 10-15%, replacing static Excel reports with instant drill-down capabilities.
Margin tracking improvements through side-by-side margin versus sales views ensured profitability was monitored alongside revenue growth, preventing the pursuit of unprofitable volume.
Key performance outcomes included:
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10-15% faster market insight generation
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Geography-based optimization of sales territories
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Improved margin focus with regional profitability visibility
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Enhanced resource allocation based on state performance
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Data-driven territory planning using actual performance metrics
The dashboard revealed unexpected geographic patterns, including high-margin opportunities in previously underserved states and oversaturation in traditionally strong markets.
Looking Forward
Kingspan plans to enhance the geographic analytics with predictive modeling for market potential and integration with demographic and construction permit data. The company is exploring heat map overlays for competitive analysis and market share estimation.
The success of this geographic approach has led to plans for global implementation across Kingspan's international operations.
Want to see the technical details behind this implementation? Read our technical deep-dive to learn how we integrated SQL Server with Bing Maps API in Power BI.