A story about marketing power users

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Presentation "Adapting Your Sales Strategy by Analyzing, Interpreting and Using Historical Data" by Julien De Perrot, Senior Data and Operation Analyst, LeShop.ch, @ Executive Circle Summit December 2013.
Have a look at the story and learn new things about marketing power users, big data & data center and analysis.

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A story about marketing power users

  1. 1. Marketing Power Users Adapting Your Sales Strategy 03 December 2013 Executive Circle Summit Julien de Perrot, Senior Data & Operation Analyst by LeShop.ch since 1999
  2. 2. Chapters • • • • A complex Situation Growing more complex Marketing data explosion LeShop solution Agenda
  3. 3. Executive Circle Summit Chapter 1/4 A complex situation
  4. 4. A complex business Complex but One web site = one service level IN 2. One distribution to the customers = one service level OUT • 1. • 1. 2. 3. Data top usage was for Sales Logistics Marketing
  5. 5. With complex processes • 1. 2. 3. 4. Sales KPI drivers Margins Categories’ penetration Promotions … • 1. 2. 3. 4. Logistics KPI drivers: Efficiency Scalability Quality … • 1. Marketing main KPI NC acquisition
  6. 6. Executive Circle Summit Chapter 2/4 Growing more complex
  7. 7. A more complex strategy needed • 1. 2. 3. 4. 5. No more growth in 2011  New 2012 Marketing Strategy Multi Channels Top customers retention Migros collaboration Quality & Customers care …
  8. 8. With more complex marketing offers • • • Marketing at the center Lot of KPIs Marketing info needed ! • But only one data analyst
  9. 9. Executive Circle Summit Chapter 3/4 Marketing data explosion
  10. 10. Two Reasons • I) As seen, LeShop needed to grow more complex • 1. 2. 3. 4. 5. 6. II) Data enrichment (NEW 2012-2013) LeShop datamining (forecasts, … ) Migros datamining (clusters, … ) Migros advanced measures (composite rankings, decision trees, …) Geomarketing (micro regions, sociological attributes, …) Planning data ... (Yet to come: Big data)
  11. 11. OLAP as data center • OLAP MS cubes developed during the last 12 years • Centralized server solution • For example, the cube ‘Store’ has > 1028 crossing possibilities • OLAP survived the new marketing data load
  12. 12. Executive Circle Summit Chapter 4/4 LeShop solution
  13. 13. Client side solution • Condition: no time for IT or the analyst to make any developments on client side. • IT structure 1. 2. 3. • 1. 2. 3. 4. 5. 6. Excel is our main BI client tool OLAP is our main BI data source Purchase of 50 XL3-Excel Add-ins for OLAP browsing (NEW 2013) An intuitive & robust tool making a real link between OLAP and XL Marketing team properties and tasks Data based culture Self-service culture (the old OLAP client was Pro Clarity) New Excel power users To overtake from the analyst the creation of listings, dashboards, reports, analyses, … To overtake the information sharing tasks  fully decentralized solution Analyst for check and support
  14. 14. Marketing dashboards explosion • • • In the first 6 months, creation of 5 weekly or monthly XL3 Excels with many dashboards 100% marketing made Some truncated examples below
  15. 15. Some learnings • Synergy between OLAP & Excel is very strong  growing OLAP usage • Power users > 10% of the users  for me this is a must for this solution to exist • Greater data/results ownership and understanding from users  more challenging/interesting questions for the analyst • Users’ groups dynamism • Greater marketing creativity  some power users are frightening good ;-) • Analyst new proactive support and formation role • Data sources merging with XL3: examples with Google analytics (Excel add-in) or Excel users’ own data • Dashboards and ad hoc -XL3 explosion  process yet to find to centralize business-essential XL3 files
  16. 16. Besten Dank für Ihre Aufmerksamkeit

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