Sampling days where the young families live

Karim is a campaign planner at one of Cairo’s biggest marketing agencies. This month he runs sampling days for a baby food brand. The brand sells in two hundred supermarkets, and he has promoters for fifteen. He picks stores by gut, and by who answers the phone. Last month, a team stood all day in a store where hardly any young families live. With xMap Flows, Karim built Abacus. Every Sunday at nine, for each of the brand’s two hundred supermarkets, Abacus counts the young children living within a kilometre, keeps the fifteen stores with the most, writes a line on why each one, and books the sampling days in the team calendar. Abacus’s fifteen stores have three times the young children around them of last month’s picks. The promoters hand out every sample by two, and Nasr City runs out first. The brand books three more months. Karim stopped guessing where the families are. Now the samples run out by two.

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