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Magento Business Intelligence

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An introduction to what Magento Business Intelligence is and how it can help businesses with their data analysis.

Published in: Data & Analytics
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Magento Business Intelligence

  1. 1. © 2016 Magento, Inc. Page | 1 Miles Woolgar @mewoolgar
  2. 2. © 2016 Magento, Inc. Page | 2 Turn Your Data Into Insights through data consolidation, transformation & visualization Magento acquired RJMetrics in 2016 to solve the reporting/analytics/BI gap that Magento Merchants were feeling.
  3. 3. © 2016 Magento, Inc. Page | 3 Turn Your Data Into Insights through data consolidation, transformation & visualization Magento acquired RJMetrics in 2016 to solve the reporting/analytics/BI gap that Magento Merchants were feeling.
  4. 4. © 2016 Magento, Inc. Page | 4 CONTENTS • What does the software do? (What is Magento BI) • Positioning by B2C industry • Pain points solved • Pricing • Sales Enablement for Partners • Best-Practices: Recommended Analysis
  5. 5. © 2016 Magento, Inc. Page | 5 What does the software do?
  6. 6. © 2016 Magento, Inc. Page | 6 What our Software Does • Replicates data, consolidates it in a hosted data-warehouse • Loads and transforms data & optimizes it for analysis • You can create joins across sources add new metrics • create filter logic and customize your data within your account for a single-source-of-truth for the business.
  7. 7. What our Software Does • The business-user friendly dashboarding layer, lets you create and edit existing reports and dashboards. • You can produce ad-hoc analyses. • You can automate all of your reporting and share regularly- refreshed data with your team.
  8. 8. © 2016 Magento, Inc. Page | 8 Positioning by B2C Industry
  9. 9. Magento Business Intelligence, provides a complete, end-to- end commerce analytics platform, that makes it easy for business-users to get actionable insights out of their data. Value Prop
  10. 10. © 2016 Magento, Inc. Page | 10 Positioning by B2C Industry The (main) problem: • Not a lot of direct access to end-customer data i.e. data in Magento; • They want a better handle on their sales channels Typical data sources connected: • Magento & other transactional data sources • Google Analytics • email marketing platform • ERP systems • Netsuite,Quickbooks • Salesforce • API & File Upload
  11. 11. © 2016 Magento, Inc. Page | 11 Positioning by B2C Industry How Magento BI can help: • Consolidate data from all your channels • The Business-User friendly platform can simplify your reporting process • Create margin analyses to evaluate the effectiveness of all your sales channels • You will get a better understanding on your end market. • It can answer questions like: o What products are selling best by sales channel? o By cohort? o By geography? o Can we create a business strategy for D2C? • You can gain more insights into brand numbers & identify inventory issues
  12. 12. © 2016 Magento, Inc. Page | 12 Positioning by B2B Industry The (main) problem: business is straddled with clunky, legacy systems on one side and newer SaaS products on the other – customization becomes expensive, fast. Typical data sources connected: Magento & other transactional sources (PostgreSQL, MySQL, SQL Server, Redshift) ERP systems (API) POS systems (API) Netsuite, Quickbooks File Upload (lots of them)
  13. 13. © 2016 Magento, Inc. Page | 13 Positioning by B2B Industry How we help: • (Import API is key here): Provide a truly flexible solution to handle various systems • Ability to customize their BI platform to fit their business model, and different departments • Provide a scalable solution that can grow with their data set • Analysis of interest here would be: • Product catalogue analysis • Sell-through rates • Sales velocity by product type and by buyer
  14. 14. © 2016 Magento, Inc. Page | 14 Magento BI: One Interface for all your Analytical Needs • Create custom metrics and reports without formal BI training or SQL • Empower your whole team to be data-driven without any of the technical headaches • Perform advanced analyses & get granular insights into the health of your business
  15. 15. © 2016 Magento, Inc. Page | 15 Pain-points Solved
  16. 16. © 2016 Magento, Inc. Page | 16 My data is in so many places, it’s such a daunting task to even think about starting to pull it together – forget analyzing it! Different teams have different definitions of metrics or KPIs – we don’t have a single- source-of-truth as a basis to begin to define what success means for our business. I spend more time extracting, validating and crunching numbers, than I do actually analyzing the data and making decisions based off of it. What to listen for
  17. 17. © 2016 Magento, Inc. Page | 17 What to listen for • Frustrated with the inability to access data from across the organization and, as a result, make decisions based on guesswork • Frozen in their decision-making processes because they are unable to quickly access information • Limited to low-level business reporting • Inability to conduct ad-hoc analysis (quickly) or form conclusions and put a data-driven business strategy together without significant human capital • Struggle to remain competitive in innovative markets due to lack of information (windows of opportunity pass while they wait to gather and analyze data)
  18. 18. © 2016 Magento, Inc. Page | 18 Packaging: Tiers, Pricing & Offerings
  19. 19. © 2016 Magento, Inc. Page | 19 Magento BI Options for every Use-Case Depending on the needs or stage of the business, there are different versions of the platform to suit: • Magento BI Essentials - The starter version of the core-product. Connect GA data with Magento & get high-level insights and reports. • Magento BI Pro - the core-product. The most powerful version of the platform. End-to-end business intelligence.
  20. 20. © 2016 Magento, Inc. Page | 20 Pro vs. Essentials • Pro: • True, end-to-end Business Intelligence at a competitive price • Data replication, consolidation, data warehousing, transformation, visualization, dashboarding, collaboration, data services • Valuable for Merchants who want to: • Access all of their data in one place (from multiple 3rd-party platforms) • Have unlimited scope to their internal reporting and BI • Customize their data warehouse to tailor specifically to the needs and KPIs that are important to their business • Give different team members (technical and non technical) the ability to leverage the platform
  21. 21. © 2016 Magento, Inc. Page | 21 • Essentials: • Good for: • Merchants that want high-level insights and quick access to their data • A low-barrier way to begin exploring their Magento data at a more granular level • Limitations: • no customizations to data warehouse • no additional data sources beyond GA • no access to Customer Success team, data services or Professional Services • limited to the data that is replicated, therefore, limited to high-level analysis Pro vs. Essentials
  22. 22. © 2016 Magento, Inc. Page | 22 Included Features Magento BI Essentials (included in ECE) Magento BI Pro Pre-Defined Reports 75 Unlimited Dashboards 5 Unlimited Magento Tables Replicated 6 Unlimited Log-Ins/User Accounts 10 20 User Permissions Yes Yes Email Reports Yes Yes Cohort Report Builder No Yes Google Analytics Integration Yes Yes Access to 3rd Party Integrations No Yes Full API Access No Yes Access to CS AM or Analysts No Yes Access to Professional Services No Yes
  23. 23. © 2016 Magento, Inc. Page | 23 Best Practices Magento BI (Essentials & Pro) starts all clients off with a set of 5 best-practice dashboards: • Executive Overview • Customer Activity • Customer Retention • Orders • Product Analysis
  24. 24. © 2016 Magento, Inc. Page | 24 Pricing GMV Range BI Essentials (monthly) BI Pro (annual) < $3M $100/mo. $6,000/yr. $3M - $10M $200/mo. $12,000/yr. $10M - $50M $400/mo. $24,000/yr. $50M - $150M $800/mo. $48,000/yr. $150M - $250M $1,000/mo. $60,000/yr. INCLUDED: INCLUDED: Replication from 5 Magento Tables Unlimited Magento Table Replication 5 Dashboards Unlimited Dashboards 75 Pre-Built Reports Unlimited Reports 10 log-ins 20 log-ins (Access more data, customizations and services by upgrading to Pro)
  25. 25. © 2016 Magento, Inc. Page | 25 Sales Enablement for Partners
  26. 26. © 2016 Magento, Inc. Page | 26 Get in touch Schedule an in-depth demo with our BI Solutions Consultant & BI Solutions Executive. The purpose of this demo is to provide you with the selling points and data connection process you need to communicate to the client to get them set up in our Trial period. Connect your client’s Magento database (via our MySQL integration) Following the demo call, our BI Solutions Executive will enable a Magento BI Account for your client. • You will specify which email address to enable the account under – either yours or the client’s; this will depend on who is making the database connection. We’ll also make sure the other data sources are connected prior to launch. • You will get a link via email that will prompt you to follow the steps to get connected (approx. 10 minutes is needed) Implementation Period Once we see the connection come through, our Sales Engineer will get to work on the implementation. We’ll build out an initial set of metrics, reports and dashboards and will get the foundation of the account ready. (approx. 5-7 days is needed on our end) Launch Call Upon completion of the implementation, we’ll schedule a launch call with you. We will walk you through the back-end, dashboards and various report builders that will all be populated with your client’s data. In intention is make sure you are comfortable with the platform, and can demo/pitch it to the client yourself. If you prefer to simply include the client on the launch call, that’s fine too! At the point of the launch call, the trial period begins. You will work with the BI Solutions Executive to agree on a timeline (typically 7-14 days). General Process Guidelines
  27. 27. © 2016 Magento, Inc. Page | 27 What we’ll need from the client Connection page for initiating the Magento DB connection:
  28. 28. © 2016 Magento, Inc. Page | 28 Points of Contact Anna Edwards, Magento BI Solutions Manager aedwards@magento.com • Anna was with RJMetrics in various new-business capacities for 3 years prior to the acquisition. She is currently responsible for the adoption of Magento BI across the channel and global sales teams at Magento.
  29. 29. © 2016 Magento, Inc. Page | 29 Best-practices: Recommended Analysis
  30. 30. © 2016 Magento, Inc. Page | 30 Best Practices – a little more granular Expected LTV Analysis – forecasting the lifetime value of customers as they place more orders is important to businesses of any size. Coupon Code Analysis – understand coupon performance to segment your orders and better understand your customers. Product Affinity Analysis - Discover what products to market to the appropriate customer segment in order to maximize repeat orders. Category Analysis – For select categories, display quantity sold and revenue and identify which combinations of categories your customers are purchasing over their lifetime. Inventory Analysis – Dig into inventory vs. customer demand - match customer demand to generate more orders and revenue. Returns Analysis – Identify the products that generate more returns than others to improve product quality or remove products that hurt CLV (also very relevant to B2B & B2C as a segment to channel analysis).
  31. 31. © 2016 Magento, Inc. Page | 31 Google Analytics Connecting GA to Magento BI allows for data manipulation and the ability to combine GA data with transactional DB and other 3rd party sources Example: You have multiple ad campaigns for Q2 2017 with different names and the campaigns are the result of a specific marketing initiative. • Connect your GA data to the Magento BI data warehouse • Create a new column that finds the campaign names in question • Return the Q2 initiative name “X” • Allows you to take “total time on site by ad campaign” and join it against “total $ spent on campaign” from Facebook ads (for example) to get the whole ROI picture • Take it a step further and join with Magento transactional data…

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