1.
We help to develop and implement blue strategies
Capture & Share & Utilize
Know-how
of Business Analysis
Increase the Performance of Your
Team with “Activation Maps”

2.
Why Activation Maps
Business vs. Facts
It’s not trivial to link business-oriented questions like
“What shall I do to increase my sales?”
with the data-oriented one like
“What was the sales last month or year?”
Answers vs. Action
Whatever information is useless without the context, i.e.
what actions can be done upon the received answers,
what were the hypothesis used for interpretations etc.
My vs. Company’s Knowledge
There are missing tools for capturing, sharing and
utilizing the know-how of business analysis = interlinked
business and data questions with relevant actions

3.
Activation Map Principles
Business
Questions
What can I do to
improve / keep up
my sales?
Data
Questions
What was the sales per
customers and months?
Actionable
Questions
What are the high-
profitable customers with
big sales decrease in last
months?
Action
Retention
activities
targeted to
the most
relevant
customers
Three types of questions are linked together with actions
in maps, share and develop in team

4.
Which fleet
services they
use? What do
they plan?
Direct mail / sales call / magazine sent
where our chance to sell is the highest
How many cars of
which brands do
they have? What
do they plan?
Who are the
decision makers
and influencers
(phone, email
contacts)?
What is the
industry, revenue,
region of the
company?
Who has our brand
and says that plan to
buy new cars this
year?
Where is the best
opportunity for our
new product/service
XY?
Where can we up-
sell our current
customers most
easily?
Where can we avoid
the loss of
customers? Who has our brand
and plan to reduce
the fleet / is from a
cyclical industry?
To be there at the
right time
They have the need
Business
questions
(decomposed)
Questions
answerable
from the
available data
Actionable
questions –
answers lead
directly to
actions
Activation Map
Example: Sale of Cars
Where do we
have chances
to sell?
Etc…
Who has car models
competitive to our
new model XY?
We can actively offer
lease back etc.
Dataobtainedfromtheresearch
OurGoals
Our Actions
Etc…Etc…

5.
Activation Map
Example: Customer Growth Plan
What should I do to increase the sales?
What was the sales by year, month and customer?
Which new
customers
should I try to
acquire
primarily?
Which customers
should I try to
prevent from
leaving
primarily?
What is the sum of sales
for each of 10 group of
customers ordered by
their sales?
What is the ration of sales
per last 3 months to sales per
last 12 months for each
customer?
Which customers do
belongs to the first
two groups of
customers by sales?
Which customers
have the ratio of
sales per last 3
months to sales
per last 12 months
lower than 20%?
Which customers
could potentially
leave?
Which customers have the ratio of
sales per last 3 months to sales per last
12 months greater than 80%, i.e.
there’s a significant growth?
Execute direct marketing or sales campaign
targeted to current customers with highest
sales and risk of leaving.
Which are the 5
customer
attributes having
the highest
correlation with
fact of the
belonging to the
group of
customers with
high growth of
sales?
Execute the ATL
campaign focused
on customers with
the attributes
characteristic for
this group
Assumption
can be
verified:
Was that
assumption
valid in
history for
customers
which really
left?
Assumption: There
is a new group of
customers on the
market. Some of
them have already
became my
customers and
belong to the
group with the
high growth of
sales.
Which attributes
are the common
for (new)
customers with
high growth?
Leaving of which
customers would be
the most painful for
me?
Note: Total
sales is just one
of possible
indicators,
profitability or
potential value
of the customer
are examples of
more advanced.
More questions like “Which customers are the
easiest target for the additional sales?” etc.

6.
We wish you many accomplishments!
Roman Řípa
Blue Strategy, s.r.o.
Mobile: +420 605 202 397
Roman.Ripa@BlueStrategy.cz
www.bluestrategy.cz/en