SlideShare a Scribd company logo
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With Data viz
Boost your B2B performance
13 Mars 2019
Elob consultants: Samia NACIRI
2 Interne Orange
Samia NACIRI
… more than 8 years in business Intelligence & data viz and more
than 14 years in IT, holds a Ph.D in decision support system for
software maintenance.
Data visualization and BI are her passion.
She expects expanding her research area to new ways to uncover
insights that answer critical business questions.
Tableau software certified
Advanced Google Analytics
Certified PMP project management
Certified CRM
snaciri@gmail.com
IT IS NICE TO KNOW THAT THE COMPUTER UNDERSTANDS THE PROBLEM. BUT I WOULD LIKE
TO UNDERSTAND IT TOO”
EUGENE WIGNER
4 Interne Orange
Connect
IdeasWho?
How ?
Case
1
Case
2
What?
Data viz to boost B2B
5 Interne Orange
What
computer supported,
interactive visual
representations of data to
amplify cognition",
Visual representation
Data
Computer supported
Interactivity
We're capable of seeing up to 625
separate data points in a one-inch square
area, such as a dense collection of dots in a
scatter plot.
help people understand and explore complex
phenomenon and data.
6 Interne Orange
Visual representation
Sensory
memory
Short-term
memory
Long-term
memory
Sensory
Input
high-speed
processing
stored and
indexed
Since Data visualization uses both iconic
and active memory,
a good visualisations allow users to see
what we want them to see before they
know that they have seen it !
7 Interne Orange
Visual representation
Preattentive
attribute
Form
Spatial
position
Movement
Color
8 Interne Orange
What
use of computer supported,
interactive visual
representations of data to
amplify cognition",
Visual representation
Data
Computer supported
Interactivity
Data driven-decision making is
essential, and that a “data-
oriented” mindset can be a
competitive advantage
concrete support to data Viz
specialists for cleaning,
processing and blending a big
amount of data
9 Interne Orange
Connect
IdeasWho?
How ?
What?
Data viz to boost B2B
10 Interne Orange
Who ?
The Organization
Sales
Marketing
Define the best and most effective strategy that
will increase the revenue and meet the strategy
goals
Human Resources
Billing
create and stimulate favorable
customer attitudes
engenders sales and profits
for the brand or organization
11 Interne Orange
Connect
IdeasWho?
How ?
What?
Data viz to boost B2B
12 Interne Orange
Connect Ideas
Priotitize leads
Improve conversion rate
Accelerate leads
throught the funnel
Produce more sales-ready
leads
Better segmentation
Identify new markets
The benefits of integrating sales and
marketing analytics for B2B
Increase revenue
13 Interne Orange
Connect Ideas
The benefits of integrating sales and
marketing analytics can be
enormous
"an integrated analytics approach
can free up some 15% to 20% of
marketing spending, in Telcos B2B
to 35%"
*According to McKinsey,
Goals DataSales Marketing
14 Interne Orange
B2B Strategy alignement
Goals DataSales Marketing
Data viz is a powerful means to discover
and understand these stories
15 Interne Orange
Connect
IdeasWho?
How ?
What?
Data viz to boost B2B
16 Interne Orange
Agile approach in 3
2. Get
data
3. Design :
Dashboards
, story and
Interactions
5. Check
data
insights
6. Share
and act
1. Ask
question /
goal
Identify the audience
• Role
• Workflow
• Data confort & skills
• Business expertise
0-Kick-off
Understand
the Business
1. Understand 2. Build 3. Run
Support
Maintenance
Evolution
Align an organization around a
consistent set of KPIs and metrics.
• customers & segments
• Coverage rate & win ratio
• market share & revenues
• sales pipeline
• spending
• Share of wallet .....
Business
context
Focus on
Audience
Choose the right
data visualization
Words
Interaction
Experiments
Effective Storytelling
18 Interne Orange
Connect
IdeasWho?
How ?
1 2
What?
Data viz to boost B2B
19 Interne Orange
1
2
3
Sales
Marketing
Campaign management
Thank you
This is just the beginning of the story …….
https://public.tableau.com/profile/datadictos#!/
21 Interne Orange
In today’s economy, CEOs and managers recognize that a data-driven decision making is essential, and that a
“data-oriented” mindset provides a competitive advantage in the air of cut-off economies.
Business intelligence and data visualization provide together an essential means to manage, control and
support efficiently the business in general and the B2B marketing and sales in particular. Given that BI drives
decision making process, based on the collection and consolidation of business data, the data visualization
grapples the communication part of the BI and concerns how to use the human visual perception to transmit the
right message and thereafter amplify cognition. Through this topic, we present and discuss how data
visualization bring an added- value to the B2B marketing and sales, what are the main key performance
indicators(KPI) related to B2B market, and finally which data visualization design is the most appreciated by the
B2B salesforce based on some business cases.
Executive Summary

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With Data viz Boost your B2B performance

  • 1. With Data viz Boost your B2B performance 13 Mars 2019 Elob consultants: Samia NACIRI
  • 2. 2 Interne Orange Samia NACIRI … more than 8 years in business Intelligence & data viz and more than 14 years in IT, holds a Ph.D in decision support system for software maintenance. Data visualization and BI are her passion. She expects expanding her research area to new ways to uncover insights that answer critical business questions. Tableau software certified Advanced Google Analytics Certified PMP project management Certified CRM snaciri@gmail.com
  • 3. IT IS NICE TO KNOW THAT THE COMPUTER UNDERSTANDS THE PROBLEM. BUT I WOULD LIKE TO UNDERSTAND IT TOO” EUGENE WIGNER
  • 4. 4 Interne Orange Connect IdeasWho? How ? Case 1 Case 2 What? Data viz to boost B2B
  • 5. 5 Interne Orange What computer supported, interactive visual representations of data to amplify cognition", Visual representation Data Computer supported Interactivity We're capable of seeing up to 625 separate data points in a one-inch square area, such as a dense collection of dots in a scatter plot. help people understand and explore complex phenomenon and data.
  • 6. 6 Interne Orange Visual representation Sensory memory Short-term memory Long-term memory Sensory Input high-speed processing stored and indexed Since Data visualization uses both iconic and active memory, a good visualisations allow users to see what we want them to see before they know that they have seen it !
  • 7. 7 Interne Orange Visual representation Preattentive attribute Form Spatial position Movement Color
  • 8. 8 Interne Orange What use of computer supported, interactive visual representations of data to amplify cognition", Visual representation Data Computer supported Interactivity Data driven-decision making is essential, and that a “data- oriented” mindset can be a competitive advantage concrete support to data Viz specialists for cleaning, processing and blending a big amount of data
  • 9. 9 Interne Orange Connect IdeasWho? How ? What? Data viz to boost B2B
  • 10. 10 Interne Orange Who ? The Organization Sales Marketing Define the best and most effective strategy that will increase the revenue and meet the strategy goals Human Resources Billing create and stimulate favorable customer attitudes engenders sales and profits for the brand or organization
  • 11. 11 Interne Orange Connect IdeasWho? How ? What? Data viz to boost B2B
  • 12. 12 Interne Orange Connect Ideas Priotitize leads Improve conversion rate Accelerate leads throught the funnel Produce more sales-ready leads Better segmentation Identify new markets The benefits of integrating sales and marketing analytics for B2B Increase revenue
  • 13. 13 Interne Orange Connect Ideas The benefits of integrating sales and marketing analytics can be enormous "an integrated analytics approach can free up some 15% to 20% of marketing spending, in Telcos B2B to 35%" *According to McKinsey, Goals DataSales Marketing
  • 14. 14 Interne Orange B2B Strategy alignement Goals DataSales Marketing Data viz is a powerful means to discover and understand these stories
  • 15. 15 Interne Orange Connect IdeasWho? How ? What? Data viz to boost B2B
  • 16. 16 Interne Orange Agile approach in 3 2. Get data 3. Design : Dashboards , story and Interactions 5. Check data insights 6. Share and act 1. Ask question / goal Identify the audience • Role • Workflow • Data confort & skills • Business expertise 0-Kick-off Understand the Business 1. Understand 2. Build 3. Run Support Maintenance Evolution
  • 17. Align an organization around a consistent set of KPIs and metrics. • customers & segments • Coverage rate & win ratio • market share & revenues • sales pipeline • spending • Share of wallet ..... Business context Focus on Audience Choose the right data visualization Words Interaction Experiments Effective Storytelling
  • 18. 18 Interne Orange Connect IdeasWho? How ? 1 2 What? Data viz to boost B2B
  • 20. Thank you This is just the beginning of the story ……. https://public.tableau.com/profile/datadictos#!/
  • 21. 21 Interne Orange In today’s economy, CEOs and managers recognize that a data-driven decision making is essential, and that a “data-oriented” mindset provides a competitive advantage in the air of cut-off economies. Business intelligence and data visualization provide together an essential means to manage, control and support efficiently the business in general and the B2B marketing and sales in particular. Given that BI drives decision making process, based on the collection and consolidation of business data, the data visualization grapples the communication part of the BI and concerns how to use the human visual perception to transmit the right message and thereafter amplify cognition. Through this topic, we present and discuss how data visualization bring an added- value to the B2B marketing and sales, what are the main key performance indicators(KPI) related to B2B market, and finally which data visualization design is the most appreciated by the B2B salesforce based on some business cases. Executive Summary

Editor's Notes

  1. The purpose is to transmit a message and tell a story
  2. Our today puzzle provides an overview of dataviz and how it helps sales & marketing teams to leverage their perfermance, given that business intelligence is the core and that having a multidimensional modeleing mindset is essential, today i will focus only on dashboarding
  3. 4 key words help people understand and explore complex phenomenon and data.
  4. We process images 60,000 times faster than text Visuals stick in the long-term memory and improve comprehension, a key factor in interpreting data.
  5. The information is abstract in that it describes things that are not physical. Sales Incidenses of desease Athletic performance ………….
  6. Wa are working with sales and marketing teams of orange afilliates , Data viz become decision making tools for their daily performance and for their steerco meetings. Using Tableau software
  7. So how?
  8. So, How ? Marketers and sales persons have challenging environment in which they …; Sales and marketing Analytics using data visualisation tools helps to drive effective and efficient decision from data
  9. The main challenge is how to align sales and marketing strategy around a series of KPI while keeping the sales marketing interface flexible and respecting the particularity of each domain.
  10. Thank you to the CRM technologies that make the B2B customer interactions data integrated in one place and let us focus more on the dataviz efficiency that the data integration.
  11. Which approch we are using to build performance dashboard and data viz
  12. Iterative, with 3 main steps + virtous circle that helps building quickly datastories (5 tasks) For sales & marketing, having a CRM makes the buld phase easier and more flexible
  13. For an Effective dashboards unrivaled power of offering your audience, staff, or partners inspiring narratives while sharing these must-know insights. Series of dashboards, Add emotions, balance word and data viz Organizing a view of data that suggests a new hypothesis or a next step in a project
  14. Our puzzle includes multiple business cases such as Sonatel, Orange botswana, BU mobile,….
  15. As you know data are confidential, so we can not do a demo of our work however I have added some screenshots
  16. the field of data science in general and data viz in particular is very wide and there is much to learn. Be in technological watch all the time