• Like
Tfm&A Presentation   Business Links Case Study   Final Ged Amends Wed 19th Feb
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Tfm&A Presentation Business Links Case Study Final Ged Amends Wed 19th Feb

  • 822 views
Published

An Award Winning Presentation which received one of the highest number of views ever from the conference on the Building of the Business Performance Index and how it was used to respond to the …

An Award Winning Presentation which received one of the highest number of views ever from the conference on the Building of the Business Performance Index and how it was used to respond to the Economic Downturn

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
822
On SlideShare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. TFM&A presentationGed Mirfin & Neil Geoghegan Business Link NorthwestJim Godman Experian© Experian Limited 2009. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Limited.
  • 2. Contents  Introductions  Objectives / overview: x How Experian Business Marketing could help Business Links recognise and predict change utilising intelligence to mitigate the impact of the economic downturn x How Experian Business Marketing could we help Business Link generate this intelligence x How Experian Business Marketing could help Business Link process & share the intelligence  Technical overview – Business Links Business Performance Index (BPI)  Questions © Experian Limited 2009. All rights reserved. 2
  • 3. Introduction: Key objectives of presentation Broader understanding of Business Intelligence (BI)  and its uses throughout the region The use and application of data to inform and drive  effective evidence based policy Identify how we get the “best reward” for  our efforts © Experian Limited 2009. All rights reserved. 3
  • 4. Supplying the intelligence How could Business Link supply the intelligence required to respond to the current economic environment Business Performance Index (BPI) © Experian Limited 2009. All rights reserved. 4
  • 5. The impact of poor data management 60% of Public Sector organisations around the world think that inaccurate and incomplete data costs them money in terms of wasted resources, lost productivity and/or wasted marketing spend. “The impact poor data management has on your organisation.” Experian QAS International Research White Paper September 2005 © Experian Limited 2009. All rights reserved. 5
  • 6. Business Link’s Data Strategy“BLNW’s Key Strategic Objectives”  Business Link North West Strategy statement 2008/09 (Data Related) x “To be recognised as the leader on regional business intelligence” x “To play a vital role in informing business support policy making” © Experian Limited 2009. All rights reserved. 6
  • 7. History of the BPI Experian National Business Business Link Database Entries for Universe of North West Company Data 536k 100k Business Link had 100k company records in its  Experian profiled Business Link data and found 536k businesses (both Ltd. And database. unincorporated) at location level in its National Business Database for the North West. The companies had been assisted by Business  Business Link acquired the data from Experian. Each Experian record had in excess Link over the last 20 months of 150 data characteristics (appends) The data captured was used to satisfy contract  The extra data records allowed a significant level of analytics to be done. The data outputs and as such was very specific had access to classification systems (Yell and Thompson Directories) and allowed detailed segmentation We needed to increase the data set both in terms of size and data richness  One of the Primary data attributes was “Risk Scores and Financial Performance data” © Experian Limited 2009. All rights reserved. 7
  • 8. We incorporated Business Link universe andExperian’s National Business Database into the BPI Experian National Business Business Link Database Entries for Universe of North West Company Data 536k 100k © Experian Limited 2009. All rights reserved. 8
  • 9. We incorporated Business Link universe andExperian’s National Business Database into the BPI Section of database unique to Business Link – Lifestyle and Grey economy businesses Consolidates North West Business Universe 15k 85k 436k © Experian Limited 2009. All rights reserved. 9
  • 10. Key Data Attributes of BLNW’s BusinessPerformance Index  Is “real time” data and is updated monthly  Is the first (B2B) business profiling system in the public sector  Offers real time intelligence to support our efforts to address the current market conditions  Data is very granular and can be segmented to very specific levels  Key data segmentation is geographic (down to postcode) and sectoral (RES, SIC group, Yell classification code, Thompson directory classification code) © Experian Limited 2009. All rights reserved. 10
  • 11. Business Support Criteria powered byExperian’s National Business Database Relevant Shared Partner Sector & Data Geography Business Commercial Financials Classification Business Support Criteria Size of Business Risk Company Age of Status Business © Experian Limited 2009. All rights reserved. 11
  • 12. Experience + Evidence = Intelligence Experience- Intelligence influenced based Policy Making Experience Aim: Move away from Anecdotal & Judgmental to Evidence-based Policy formulation Opinion- Evidence- based influenced Policy Making Evidence © Experian Limited 2009. All rights reserved. 12
  • 13. Benefits to Key Stakeholders Marketing Operations Executive Stakeholder & NWDA Partner Orgs. “ “ Advanced Vastly Improved Delivering Sharing of Key One Version of Customer Lead Quality Strategic Data across the the Truth Segmentation” Priorities Region” INTERNAL The Business Support Environment EXTERNAL © Experian Limited 2009. All rights reserved. 13
  • 14. Impact Analysis – Key Achievements to Date Marketing: Dramatically Improved Response Rates from Direct Marketing Activity x Has allowed BLNW to Build increased penetration amongst service users through improved segmentation and targeting x Achieved 14.29% conversion rate rate from Large Scale Direct Mail Activity (35,000) – resulting in c.5,000 new users of Business Link Products & Services over a 2 Month period Operations: Has given Adviser Teams Access to High quality Leads in Increased Volumes x Has Improve take-up of intensive assists for Broker Team by increasing lead generation – Diaries of Advisers full 3 Months in Advance x Access to a Much Wider Universe of Businesses than previously allowing BLNW to widen the net amongst the Business Community including struggling Businesses who may have previously been reluctant to access Business support resulting in improved penetration and enhanced service delivery to key sectors and user groups Executive: Meeting of Strategic Priorities: To be recognized as the leader on regional business intelligence and playing a vital role in informing business support policy making x Delivering Strategic Priorities 18 Months Ahead of Schedule x Enhancement both Reputation and Policy Influencing Role of BLNW within Business Support Community  Business Support Community Partners & Stakeholder Orgs: Has allowed BLNW to Make Definitive Pronouncements about the effectiveness of its Services Delivery to the NW Business Community including Membership & Cluster Orgs, Local Councils, Politicians & Opinion Leaders x Has allowed BLNW to contextualize the impact of its service delivery against a robust evidence base benchmarking effective performance and identifying gaps x In return has allowed Business Support Community Partners & Stakeholders to contextualize their own activity and whilst at the same time providing a more robust evidence base to test and measure the impact of policies and activities and monitor more effectively key trends in Business Activity in their Geography/Sector Northwest Development Agency: Provision of relevant and up-to-date information on emerging business trends allowing the NWDA to service requests from Government, Political Parties & Lobbying Orgs x BLNW Data recognized as the Primary Source of Business Intelligence in the Northwest Region x Creation of Rapid Response Framework with BLNW Data Warehouse(s) at Core x Delivery of Strategic Business Trend Data to Key Decision-Makers have become Key Forecasting Indices x Data at this level of granularity is available to no other RDA © Experian Limited 2009. All rights reserved. 14
  • 15. Commercial Delphi risk Risk Category Description Failed/serious Administrator or receiver appointed, bankrupt proprietor, dissolved business adverse info High value of unsatisfied CCJs, accounts overdue, start-up business with adverse data, Maximum risk proprietor with adverse data or maiden accounts show loss Large company with weak balance sheet, medium sized firm with very weak balance sheet, High risk combination of above average risk features, start-up with adverse trading Large company with very weak balance sheet, medium to small firms with (high levels of credit Above average search, payment difficulty, weak balance sheets), start-up firm without adverse information Large business with weaker balance sheet/modest loss, SMEs with steady trading, small firms Below average with directors with good record, no adverse data Well established, accounts filed, mid to large firms with £1m of assets and £5m of turnover, Low risk good record, directors with strong records Minimum risk Large well established firms, strong balance sheets, low value of public information © Experian Limited 2009. All rights reserved. 15
  • 16. What does the North West region look like? Below Above Maximum Dissolved/Ser Very Low Risk Low Risk High Risk Average Risk Average Risk Risk ious Adverse Info North West 7.76% 11.62% 23.37% 22.88% 11.31% 20.16% 2.91% Merseyside 7.50% 9.50% 20.03% 24.32% 12.11% 24.01% 2.53% Warrington & Cheshire 7.17% 10.62% 23.82% 20.80% 15.32% 20.79% 1.48% Cumbria 11.67% 16.65% 29.24% 24.19% 6.80% 10.28% 1.18% Lancashire 8.45% 14.20% 27.70% 24.77% 8.31% 14.24% 2.34% Manchester 7.07% 10.74% 21.31% 21.94% 11.57% 23.06% 4.31% © Experian Limited 2009. All rights reserved. 16This information is based on data provided by Experian. The data has been subject to further analysis by Business Link North West.
  • 17. The Power of the BPI: Project Rapier – Liverpool Vision’s objective of spending £10M to save 40 businesses in the retail sector by end Q1 2009 How do you Identify a… £729.71  …company that is at least of Liverpool (13,704) Above Average Risk £48,309  which is based in Liverpool  which Employs 50 or more Employs 50 or more (207) Employees at Site £151,515  specifically in the Central Ward Central Ward (66)  which is in the Retail Sector £2.5M In Retail  Sector (4) whose payment profile is deteriorating. Deteriorating Payment Profile (1) £10M © Experian Limited 2009. All rights reserved. 17This information is based on data provided by Experian. The data has been subject to further analysis by Business Link North West.
  • 18. And that business was?  Zavvi payment profile was 20 days better than industry sector average from Jan 2008 – June 2008  In July Zavvi payment profile was in line with sector average (20 days beyond terms)  By September the profile was 60 days beyond terms, October was 80 days. Zavvi went into receivership in December  What is the true cost of poor data - £10m? © Experian Limited 2009. All rights reserved. 18
  • 19. Is the position worsening?- North West view 0  Notes: We can see that number of companies whose credit score is declining is more than twice the October 07 result  The spike in July has been superseded by the December result © Experian Limited 2009. All rights reserved. 19This information is based on data provided by Experian and has been subject to further analysis by Business Link North West.
  • 20. Is the position worsening?- Merseyside view 0  Notes: As with the North West result the Merseyside shows a significant worsening in December © Experian Limited 2009. All rights reserved. 20This information is based on data provided by Experian and has been subject to further analysis by Business Link North West.
  • 21. What does a Local Authority Look like whencompared to the North West Region?North West Dissolved / Serious Above Average Very Low Risk Low Risk Below Average Risk High Risk Maximum Risk Adverse Risk Information 7.76% 11.62% 23.37% 22.88% 11.31% 20.16% 2.91%Merseyside Dissolved / Serious Very Low Risk Low Risk Below Average Risk Above Average Risk High Risk Maximum Risk Adverse Information 7.50% 9.50% 20.03% 24.32% 12.11% 24.01% 2.53%Sefton Dissolved / Serious Very Low Risk Low Risk Below Average Risk Above Average Risk High Risk Maximum Risk Adverse Information 11.4% 11.0% 18.6% 8.9% 13.7% 27.0% 1.0% © Experian Limited 2009. All rights reserved. 21 This information is based on data provided by Experian and has been subject to further analysis by Business Link North West.
  • 22. What does the risk profile look like for Sefton?Sefton Dissolved / Serious Very Low Risk Low Risk Below Average Risk Above Average Risk High Risk Maximum Risk Adverse Information 7.16% 9.99% 21.03% 23.12% 9.43% 27.52% 1.75% © Experian Limited 2009. All rights reserved. 22 This information is based on data provided by Experian and has been subject to further analysis by Business Link North West.
  • 23. What does the risk profile look like for Sefton?Sefton Dissolved / Serious Very Low Risk Low Risk Below Average Risk Above Average Risk High Risk Maximum Risk Adverse Information 7.16% 9.99% 21.03% 23.12% 9.43% 27.52% 1.75%Sefton – Maximum Risk Businesses Number of Risk Micro Band Percentage Companies 1 1,147 40.6% 2 329 11.6% 3 399 14.1% 4 576 20.4% 5 375 13.3% © Experian Limited 2009. All rights reserved. 23 This information is based on data provided by Experian and has been subject to further analysis by Business Link North West.
  • 24. What does the risk profile look like for Sefton?Sefton Dissolved / Serious Very Low Risk Low Risk Below Average Risk Above Average Risk High Risk Maximum Risk Adverse Information 7.16% 9.99% 21.03% 23.12% 9.43% 27.52% 1.75%Sefton – Maximum Risk Businesses Number of Risk Micro Band Percentage Companies 1 1,147 40.6% 2 329 11.6% Drill into the highest of the high risk 3 399 14.1% Businesses in Sefton 4 576 20.4% 5 375 13.3% © Experian Limited 2009. All rights reserved. 24 This information is based on data provided by Experian and has been subject to further analysis by Business Link North West.
  • 25. What does the risk profile look like for Sefton? Sefton Dissolved / Serious Very Low Risk Low Risk Below Average Risk Above Average Risk High Risk Maximum Risk Adverse Information 7.16% 9.99% 21.03% 23.12% 9.43% 27.52% 1.75% Sefton – Maximum Risk Businesses Number of Risk Micro Band Percentage Companies 1 1,147 40.6% 2 329 11.6% 3 399 14.1% 4 576 20.4% 5 375 13.3% © Experian Limited 2009. All rights reserved. 25This information is based on data provided by Experian. The data has been subject to further analysis by Business Link North West.
  • 26. The top 25 businesses by headcount from thehighest Micro-Band of Sefton’s maximum risk band by geographical location Where are these Entities located? This information is based on data provided by Experian. The data has been subject to further analysis by Business Link North West. © Experian Limited 2009. All rights reserved. 26
  • 27. Business Link approach- The Rapid Response Framework  Stratified response to the current economic climate – 3 Access Routes & 2 Activity Levels  Level 1: Simple phone Hotline to provide a rapid response to Business Support Agencies in the North west who have specific issues  Level 2: Web Enabled multi partner access to BLNW Database through Extranet facility. Regulated access with registered stakeholders to provide relevant data and an analytical tool  Level 3: Complex Data Analytics provided from BLNW Data Team to provide partners with the information required to make Strategic Decisions  For light touch intervention activity targeted marketing campaigns sensitive to the issues a company with a worsening risk profiles score. – specialist telephone advice, email contact or web-based toolkits  For companies / groups facing significant problems more direct intervention activity through Target Adviser Teams or through Partner Organisation  Each activity making best use of Business Support products © Experian Limited 2009. All rights reserved. 27
  • 28. Benefits of using the BPI The BPI system allowed us to “Flag” the companies we assist and  monitor their “improvement” over time This monitoring allowed us to review the effectiveness of our  activities and can be analysed regionally as well as by RES Each product had a different flag which will allow us to record  the respective effectiveness of the different products available System allowed us to compare the performance of companies, that  have had our support, with the rest of the economy on a like-for-like basis It enabled us to develop our products using and evidence based  development framework © Experian Limited 2009. All rights reserved. 28
  • 29. Risks & key considerations  Data Protection (DPA) is a key issue – currently Business Link are investigating the steps required to allow us to share data whilst ensuring that we are compliant with DPA  By focussing on the high risk businesses we run the risk of ignoring less risky businesses which could reduce Business Support to a “healthy” section of the Economy  The service will require significant development within Business Link and a focus will need to be placed on data integrity  Business Link can offer a unique perspective on events in the North West Business community and could add anecdotal evidence to the BPI to make it more robust © Experian Limited 2009. All rights reserved. 29
  • 30. Questions? © Experian Limited 2009. All rights reserved. 30
  • 31. © Experian Limited 2009. All rights reserved. 31