Track: Electric and Gas
A Customized Decision Support System for Gas Utility Marketing - Tools for the Changing Competitive Environment
Jennifer SanbornUtilizing ArcView GIS, Dialog Designer, and Applied GIS, Inc.'s PresenTable and PresenTable Developer's Kit, Convergent Group developed six customized applications for a gas utility customer's regulated and deregulated marketing departments. The six applications, with associated data maintenance utilities, were developed to integrate the spatial components of external data sources with the client's internal data, to allow them to learn more about their existing and potential customers and to more effectively target products and services to appropriate customer segments. They also enable the client to track actual results versus goals for products, customers, and sales personnel in different geographic regions. The applications are for market planning, segmentation of the customer and potential customer base, targeting of specific products and services to customer groups based on spatial and aspatial criteria, tracking sales and marketing goals versus actual results, and identifying bypass potential and cherry picking opportunities. This paper describes the object model, database design, and development framework of the applications, with the integration of PresenTable's run-time extension and Dialog Designer interface panels.
Jennifer Sanborn
Convergent Group
6200 S. Syracuse Way
Englewood, CO 80111
USA
Telephone: 303-741-8400
Fax: 303-741-8401
E-mail: jsanborn@cvg-grp.com