Marketing Analytics with Business Intelligence


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Address marketing team issues and meet their objectives with a Business Intelligence (BI) software solution.

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Marketing Analytics with Business Intelligence

  1. 1. Marketing Analytics with 1KEY BI
  2. 2. Customer Issues
  3. 3. 1KEY Agile BI – Success Story • 2006 - MAIA Intelligence established with 1KEY BI product offering • 2007 - Featured in NASSCOM 100 IT Innovators • 2007 – Gets Microsoft Gold Partner Status • 2007 – Participated in 1st World Wide BI conference held by Microsoft in Seattle. • 2008 - 1KEY Agile BI Suite featured in Microsoft Solution Directory with SQL 2008 launch. • 2008 - 1KEY is the 1st Indian BI to be recognized by NICSI for tender ( Government of India ) • 2008 - Gartner’s Hype Cycle for ICT in India, Report mentioned MAIA • 2008 – Red Herring Asia Finalist 100 • 2008 – Launch of 1KEY FCM (Financial Consolidation Module) • 2008 – Winner of India’s Most Trusted IT Vendor in BI category by Survey The CTO Forum magazine • 2009 – Named ‘Most Successful Startup’ to watch out for by the readers and editorial board of I.T. Magz • 2009 – Government of India NIC BIDW division recommends MAIA 1KEY for National Award. • 2009 – Gartner Report on BI Trends mentions MAIA Intelligence . • 2009 – Becomes a Microsoft ISV Case Study • 2009 – Compatibility Testing logo with Windows 7 • 2009 – Emerging Technology Analysis Report from Gartner mentions MAIA Intelligence • 2009 – Red Herring Asia 100 Winner • 2009 – Launch of 1KEY Investigator ( Data Auditing & Fraud Detection Module) • 2009- mentions MAIA Intelligence as company to watch. • 2010 – Winner of Microsoft Innovation Award for ISV • 2010 – Finalist for UTV Bloomberg CXO IT Innovation Award
  4. 4. Addressable Marketing Team Issues “It’s difficult to generate comprehensive reports without technical assistance” “It’s difficult to modify existing software so users are able to see only the reports that are important and relevant to their jobs” “…Business users are spending more time on analysis than action” “ We wish to share information with external parties such as customers, suppliers and partners” “Management do not know what questions to ask about the data. It is difficult to investigate issues to understand why” “Business users are drawing incorrect conclusions and missing opportunities”
  5. 5. Marketing Department Objectives Improve sales effectiveness, productivity, and cycle times Interpret key sales drivers, trends, and issues Provide sales with a single view of the customer Optimize marketing-to- sales lead management
  6. 6. Architecture of 1KEY Agile
  7. 7. Proposed Data Flow Architecture Data Sources •ERP •CRM •SFA •Loyalty Program •Excel Files Customer Databases •Sales •Marketing •Orders •Complaints •Support Rediffusion Data Warehouse •MS SQL 2008 •SQL Integration Services •Extract Transform & Load Customer Marketing Analytics Reports •Cube Charts •Views Trends •Dashboard •KPI
  8. 8. Target Markets
  9. 9. Compete companies larger than your size Keeps you always moving ahead Save hours daily Look as big as you want to be VIEW has been engineered to fully address the reporting requirements of your organization helping you to compete and win in the marketplace without much effort or compromise. It provides runtime analysis, grouping, column customizations with Parent-Child Relationships, Drill Down and Drill Back functionalities with a extremely intuitive report formatting for Business users.
  10. 10. Monitor, Manage & Perform Do it yourself reporting Trend are like friends Centralized Information for growth Gives Competitive Edge CUBE is a comprehensive data analysis, data mining, and multi-dimensional visual reporting solution. With its powerful data architecture, CUBE is able to slice and dice information efficiently and provide users with an extremely intuitive experience. Regardless of the perspective, data can be rendered to answer business questions - and best of all - it allows business users to focus on business rules rather than creating dozens and dozens of reports.
  11. 11. Create Impact with business data Powerful Insights Track & Point Issues Spot Opportunities Identify Emerging Trends CHART is a graphical representation and visual reporting which represents business performance via stunning and meaningful diagrams. It helps to drive organizational achievements by giving information in a much consolidated and easy to understand manner. Runtime user definable drill down & drill back functionality available direct from the charts. Customer segmentation, forecasting, trend analysis, etc. all made easy
  12. 12. Offline Reports – Portable Cubes Works in background On Time MIS Constantly Communicating Flexible Schedules Simple Process SCHEDULER enables users to schedule the reports as per the recurrence pattern in the variety of formats like PDF, TXT, XLS, HTML, MHT and RTF to be stored on hard disk, to be emailed to respective business users, or to FTP. It automates the complete process of reporting and avoids the cumbersome work of manually creating and/or delivering reports to respective business users on a periodic basis.
  13. 13. Run your company from anywhere Web Based Platform Real Time Actionable Information Publish Data Securely Zero Foot Print Deployment Advanced Data Visualization Tools Dashboard is a reporting tool that can be defined as a user interface for organizing and presenting data in a consolidated manner. Data from multiple sources are integrated and unified for display on a single platform. This makes the information easy to read and comprehend, all on the same screen. DASHBOARDS, users can define their own Dashboards having combination of multiple reports like View, Gauge, Chart, KPI's, RSS Feeds etc, on one single screen.
  14. 14. Hitting the sweet spot S – Specific M - Measurable A - Achievable R – Realistic T – Timely SMART KPI KPI are high-level snapshots of a business or organization based on specific predefined measures. KPIs typically consist of any combination of multiple reports. They may include global or regional sales figures, personnel stats, real-time supply chain information, or anything else that is deemed critical to a corporation's success. KPI allows goals to be observed with different warning colors that will be switched on as defined giving the user a quick view of how well or how poorly each goal is met.
  15. 15. Ad – hoc files analysis Single & multiple files / sheets selection at one instance are available User can select data range on their own Users can select required data column with required format for analysis Users can save layouts and use the same whenever required 1KEY FILE READER is a utility that imports data from Text Files, Excel Files, stores it into 1KEY CUBE or 1KEY VIEW for direct reporting and analytics. 1KEY users get the benefits of another key functionality which not many reporting tools software provide as of today.
  16. 16. Role Based Security Control your data Show only what you want to Create nested parameters 1KEY uses "parametric control" for controlling access over business information which is available to users for their reporting needs. Parameters are mapped to the user hierarchy of the organization and hence the access to the relevant data. Parameters definition can be one of the fields available from the system or can be user defined based on the requirement of the organizations.
  17. 17. Why SKU Rationalization Slow moving (significant tied up capital) Low volume Costly to handle High return rates to suppliers due to defects/stale dates Product line extensions of other SKUs that can be easily substituted Reducing assortment mix
  18. 18. SKU Rationalization Solution Segmenting are on volume, profit, and category role and strategy Profitability Components: Revenue, Cost and Capacity SKUs will be removed and others emphasized Efficient and effective product line management Steps to accurately determine SKU cost and net profitability
  19. 19. Benefits of SKU Rationalization What is the profitability of different market baskets? What is the net effect on category profitability for my top N region in the subject categories? Which region orders have changed negatively for the key categories where I had the most SKU removals? Has my order mix of truckload/pallet/tier changed positively since the removal of these SKUs? What has been the net impact on carrying costs for the category since removing the SKUs? Why is this product(s) unprofitable? Is it how the customer buys it, how I merchandise it, how I package it? If I change something about how they buy, can I reverse the loss? How do my customers buy this/these products? What channels consume what resources? How has the category profitability changed for categories where SKUs have been removed? Has product volume changed as I projected for the substitute SKUs in the categories?
  20. 20. Trade Spend Analytics •Trade Spend V Budget •Trade Spend Efficiency & Effectiveness •Trade Send Uplift – Sales & margin •Spend by Merchandize Method •Promotion ROI •Promotion OverUnder- spend •Promotion Impact – Cannibalization & Halo effect Roles Marketing Manager; Customer Account Managers; Sales Execs; Finance; Promotional Analyst; Business Unit Heads; Category Manager; Brand Managers Metrics & Dimensions Volume; Revenue (& growth); Total Promotion Profit; Targets; Market (volume $s); Market Share; Price; Margin %; Trade Spend; Promotion ROI; Promotional Uplift; Order Fulfillment %; Consumer pass through%; Stock Cover Customers; Events; Sales Channels; Products; Brands Categories; Promotion; Media types; Time; Locations
  21. 21. Brand Profitability Analytics Find which brands are destroying profits, eating away your earnings. Incorrect information about brand profitability, efforts to grow sales directed toward customers that are unprofitable. In reality, earnings will be low even with growth Brand profitability sustains the product as the earnings it attracts are used to ensure its survival and growth Brand = Asset or Brand = Liability
  22. 22. End Deliverables Meaningful & Actionable Information Connect Users with Information Increase business users productivity Move out of Excel Culture Enable Creative thinking with data analysis Deliver reports anytime anywhere in any format users need Create Compelling user experience that requires very little training Decision making at all levels strategic, tactical & operational Provide an early- warning system with KPI 1KEY BI will be used in all the meetings and presentations Know what should have been known Investigate issues to understand why
  23. 23. Why MAIA Intelligence – 1KEY BI • Niche we are, hence faster we move Faster response time to customer needs. • We offer sincere personal attention We are proud to have you as a customer • Our clients see us as a specialist despite our size Can send the experts for at affordable cost • Customers know that they can get in touch easily with us. Trust people Small is the new big
  24. 24. Thank You