I took a real life example of how I have applied some BI concepts to a small business client. We looked at the competitor landscape, customer demographics and customer insights.

1. Business Overview:
There is a single practitioner chiropractic office located in a complex
retail shopping center. Current customer based is significantly less than it
was at the high point of the business. New customer acquisition has been a
challenge. No longer able to process worker’s compensation claims which
were at one point 40% of the business.
Goal:
Provide the client with a three part assessment that includes (1)
Demographic Profile, (2) Competitive Landscape and (3) Customer Insights.
These will provide us the data we needed to make recommendations to the
client that we believe to have a positive impact on his business.
Standard Business Intelligence Assessment

2. How is a Demographic Profile
of my business going to help?
You know your typical customer because you see them every day.
However, we can help you get to know them a whole lot better.
 A demographic profile of the people living, working and shopping around you
based on information from the recently completed 2010 US Census and from the
various publicly available records and statistics.
 The data will help you validate the things you know and you do not about your
customers. Some of the common data points include:
gender, race, age, income, mobility (in terms of travel time to work or number of
vehicles available), educational attainment, home ownership and employment
and status.
 We will then use this data to identify customers and neighborhoods to bring
your business the most “bang” for your buck.
(1) Demographic Profile:

3. Location Dr. Zylker Pleasant
Hill
Martinez Concord Concord
ZIP Patients 94523 94553 94518 94520
Population 100 33,569 47,065 26,778 37,208
Median Age 45.0 40.7 41.9 40.6 31.1
% Male 50% 48.5% 49.3% 49.4% 51.7%
% White 100.0% 74.9% 76.8% 67.7% 53.1%
% Black 0% 2.1% 3.4 3.2 5.1
% Asian 0% 13.7% 7.6 12 8.6
% Filipino 0% 3.0% 2.9 4 3.7
% Hispanic 0% 12.0% 16.3 23 52.9
HH's 100 13,881 18,607 10,121 12,494
Avg HH Size 2.50 2.38 2.45 2.61 2.95
% Single Mom 10% 9.9% 12.7% 12.2 14.9
% w/ Child 33% 28.4% 30.2% 31.4 39.3
% w/ Senior 33% 24.3% 22.7% 26.2 17.9
% Renting 25% 38.4% 31.3% 32.2 60.9
% Unemployed 9.2% 9.2% 9.4% 9.8% 9.8%
Median HH
Income
$75,000 $78,999 77,162 64,665 64,665
% w/ SS Income 23.9% 23.9% 21.1% 23.5% 23.0%
w/ Health In 91.4% 94.4% 90.8% 85.6% 85.6%
Demographic
Observations
1. The Median Age of
the zip codes around
Dr. Zylker's location
are younger than his
customer base.
2. The ethnic makeup
of the Dr. Zylker's
potential customer
base is not reflected
in his cliental.
3. The population
around Dr. Zylker is
less likely to have
health insurance.
(1) Demographic Profile:
Typical customer represents a smaller population
niche now the it did ten years ago. Customer based is from a fairly
narrow demographic group.

4. (2) Competitive Landscape
You have an idea of who your competitors
are, but do you know their customers? how
much they are charged, and what they pay for?
Using a variety of online search, telephone contact and
in-person mystery shopping initiatives, we will map out the
competitive landscape around your business. This data will help
you validate what you know about your competitors and more
importantly, what you don’t know.
Some of the common data points will include:
pricing, service area, hours of operation, size of business, and
clientele.
We will then use this data to identify where you have an
advantage and where you are at a disadvantage. We will also
make recommendations on things you can do increase your
competiveness.

5. There is a significant amount of competition in the
immediate area that offers a wider variety of services and
appeal to broader demographics. Within a 15-20 minute
drive of Dr. Zylker’s office, our internet search found over
80 chiropractic offices. Three quarters have web sites and
over 40 have multiple positive Yelp reviews.
(2) Competitive Landscape

6. (3) Customer Insights
You know you have satisfied a customer when they
come back. How are you sure you know what
motivates them to come back?
Using the variety of phone, online, in-person and in-
store survey methods, we will provide you a summary of your
customer’s satisfaction level.
We will tailor the survey for your business, based on
your guidance. The data will help you validate what you know.
You will learn about the areas of your business they are very
satisfied and not. We will highlight the key drives behind what
makes your customers loyal with the information.
We will point out customer pain points that you can
address to increase their satisfaction. We will also make
recommendations on loyalty or rewards programs that will help
keep them happy.

7. 6 out of 7 Yelp reviews are positive.
Dr. Zylker’s patients are generally impressed with how he
educates them about the causes and the solutions after the
injuries. These are some typical feedbacks left on Yelp:
~”With Dr. Zylker's help I can go for about 15 minutes now, and finally
got a decent explanation for why it happens. His prices are about the
same as the other guy I went to, so I can go with the frequency I want.
He's a great guy and very accommodating.”
~”Dr Zylker takes the time to listen to your concerns and explain
thoroughly what he is doing and why he is doing it. I started making
great progress after the first few visits, and now I feel better than ever
before. ”
~”He is a very personable person, and he always took the time to listen
to my feedback and respond to my needs. He gave a lot of advice on
exercises I could do to prevent future injuries, which I found very
helpful. His prices were very reasonable and was helpful to ensure I got
the maximum amount of benefits for my insurance coverage. ”
(3) Customer Insights

8. Business Dashboard
~an easy to read, often single page, real-time user interface, showing a
graphical presentation of the current status (snapshot) and historical trends of
an organization’s Key Performance Indicators (KPIs) to enable instantaneous
and informed decisions to be made at a glance."
Task: Design a 1 page rough draft using Power point a Dashboard for a business
you want to help. Include visuals and narrative to help the owner drive their
business. Here are you assignments:
Team 1 – Jollibee Team 2 – McDonald’s
Team 3 – Wendy's Team 4 – Burger King
Team 5 – ChowKing Team 6 – Tokyo Tokyo
Team 7 – Teriyaki Boy Team 8 – Chic Boy
Your dashboard should include the following components:
1. The company’s logo
2. Data visualization of the competitive landscape
3. Sample customer insights
4. Customer demographics

9. Most of
Jollibee’s
customers
are
children
and teens.
Customer’s Feedback
Sample Business Dashboards