Making informed decisions requires both high-quality information and appropriate analytical tools. One important aspect of geographic analysis is selecting the territorial units used to organize and evaluate data.
This article discusses the different geographic divisions commonly used for data analysis and decision-making.
The first step is to identify the data that will be analyzed. These data may be:
Internal Data
Information generated within an organization, such as:
- Customer databases
- Sales history
- Marketing campaign investments
- Sales team visit reports
- Operational performance indicators
External Data
Information obtained from outside sources, such as:
- Market potential
- Gross Domestic Product (GDP)
- Population income
- Competitor information
- Demographic and economic statistics
After defining the datasets to be analyzed, they can be organized according to different geographic units, including:
- States (Federative Units)
- Mesoregions
- Microregions
- Municipalities
Depending on the objectives of the analysis, data may also be organized by:
- Neighborhoods
- Census tracts
The geographic units defined by IBGE are among the most widely used for territorial analysis in Brazil.
Maps created using these geographic divisions can support a variety of strategic objectives. For example, maps based on States and Mesoregions (Figure 1) can help identify suitable locations for:
- Regional offices
- Distribution centers
- Sales management structures
- Service coverage areas
Figure 1 – Federative Units and Mesoregions
Municipality-level data are particularly useful for analyzing the performance of sales teams and commercial operations. Since sales visits and customer relationships are often organized by municipality, this geographic unit provides a practical framework for comparing results across territories.
Municipality maps can be used to:
- Compare sales performance.
- Evaluate market penetration.
- Identify growth opportunities.
- Monitor customer distribution.
- Support territory management.
Figure 2 – Microregions and Municipalities
Strategic and operational analysis
Working with multiple geographic units allows organizations to obtain both:
Strategic insights
- Market prioritization
- Regional planning
- Investment decisions
- Network expansion
Operational insights
- Sales territory management
- Logistics planning
- Customer service allocation
- Field team performance monitoring
The ability to analyze information at different geographic scales provides a more comprehensive understanding of markets, operations, and opportunities.
Additional Resources
Consumption Potential Index (CPI)
Political and Administrative Boundaries
By organizing data into appropriate geographic units, organizations can transform raw information into actionable insights that support both strategic planning and day-to-day operations.