The document discusses Vistex's channel analytics capabilities. It outlines challenges clients face with enterprise data and describes Vistex's approach to assess lifetime customer value, benchmark performance, and monitor results. Key aspects include evaluating most valuable customers, churn risk, program effectiveness, and spend optimization. Methods covered include scoring customer value based on revenue, recency, frequency and purchasing. The presentation emphasizes using data and analytics to discover patterns, optimize outcomes, and provide actionable insights through benchmarking, scenario modeling, and automated scorecards.

1. 1Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
Channel
Analytics
Rob Ford - Director of Analytics
March 27, 2015
Capabilities

2. 2Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
Agenda
Introductions
Enterprise data and the challenges we face
Approach
 Assess lifetime value
 Benchmark performance
 Monitor and drive results with scorecard

3. 3Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
Go-To-Market Analytics

4. 4Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
Questions clients are asking
Who are our most valuable customers?
Which of my customers are at risk to churn?
Are our GTM programs actually driving the
right outcome?
Am I spending too much on incentives?
Can we measure improvements in
operational efficiency?
How do operational improvements translate
to revenue growth?

5. 5Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
How do I assesses the value of my customers?
What it’s called: What it is: What it tells you:
Revenue MetaScore
(MVS)
Customer lifetime value The best predictor of
which incentives impact
general business
performance
Recency Value Score
(RVS)
Index of which
customers purchased
most recently
The best predictor of
future churn rate
Frequency Value Score
(AVS)
Index of which
customers most
frequently purchase
your product, service or
brand
A good predictor of new
customer growth
Purchasing Value Score
(PVS)
Index of which
customers purchased
the most
The best predictor of
overall revenue growth

6. 6Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
Prescribe
(what
actions
should be
taken)
Predict
(what’s
likely to
happen)
Forecast
(what
might
happen)
Monitor
(what’s
happening
now)
Analysis
(why it
happened)
Reporting
(what
happened)
Quantity
What is channel spend by partner tier?
How many Partners do we need?
What are projected revenues/partner?
Behavior
Who are my best partners?
What are they most likely to purchase?
Optimal
What is the impact and lift on sales incentives?
Potential outcomes based on complex interactions
Complexity
Low
High
HighValue to Business
Analytics available for real world applications

7. 7Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
Data
Intuitively discover patterns and optimize results

8. 8Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
Aggregating Data
Data
Warehouse
Sales
Transactions
(POS)
Excel Data
Warehouse
Reporting
Data
Marts
Text
Files
Blended
Query
Results
Query
Results
Goal – Bring data into a
single span of control and
evaluation that allows a view
into the impact of variables
on channel performance
How – With data blending
the underlying enterprise
data stores can be queried
and the results combined at
a more aggregate level to
Action – Quickly provide
trusted directional results.
Obviate the need for costly
data integration within the
data stores themselves.

9. 9Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
Benchmark current program performance
Goal – Establish current
topline results drivers,
craft KPIs around these
drivers so that after
programs are more
optimized progress can
be measured
How – Determine what
factors have the highest
correlation with revenue
outcomes
Action – Identify the
drivers by program,
incentive spend and
regional configuration
that correlate with
results

10. 10Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
Assess partner lifetime value
Goal – Spend incentive
dollars on partners with
higher lifetime value,
established -> growth
How – Analyze partner
transactions +
engagement
Action – Target
investment, consolidate
to reduce touch points,
Detailed account review
to drive allocation and
improvement.
• PLV Score
• Churn Probability,
• Recency, Frequency,
Monetary
• Expected lifetime value
• http://j.mp/1LfD6LF

11. 11Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
OverspendOpportunities
Tier 1-Tier 3
Focus: Investment by Revenue Tier

12. 12Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
Focus: Target investment by program, region and tier lift
Lift =
𝐴𝑛𝑎𝑙𝑦𝑠𝑖𝑠 𝐺𝑟𝑜𝑢𝑝
𝑀𝑎𝑡𝑐ℎ𝑒𝑑 𝐶𝑜𝑛𝑡𝑟𝑜𝑙 𝐺𝑟𝑜𝑢𝑝
=
( 𝐴𝐺 𝑅𝑒𝑣 Δ 𝑃𝐴 − 𝐴𝐺 𝐼𝑛𝑐 Δ 𝑃𝐴 )
( 𝑀𝐶 𝑅𝑒𝑣 Δ 𝑃𝐴 −[𝑀𝐶 𝐼𝑛𝑐 Δ 𝑃𝐴])
Goal
Calculate the lift associated with
incentives and their combinations
prioritize by revenue, identify high
performance areas
How
Analyze partner transactions +
engagement, Simulate scenarios
using
“what-if” analysis, reallocating
budget in different
proportions and seeing the direct
impact on sales/value
Action
Shift investment, consolidate to
reduce touch points, Detailed
account review to drive allocation
and improvement.

13. 13Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
Isolate effects of programs & feedback loop
Goal
Spend incentive dollars
on partners with higher
lifetime value,
established -> growth
How
Analyze partner
transactions +
engagement
Action
Target investment,
consolidate to reduce
touch points, Detailed
account review to drive
allocation and
improvement.

14. 14Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
Partner Score Cards
Challenge - Manually
intensive process that
limits scope of the
strategic analysis
Solution - Link the
data to automate and
scale process
Value - Improved
insight and drill-down
into the success
drivers of events
Drive a range of
improvements to
incentives, campaign
management,
strategic business
planning.

15. 15Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
Key take-aways
Engage with Strategic Services early!
Assess lifetime value
Benchmark performance
Monitor and drive results with scorecard

16. 16Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
Process-based Project Management

17. 17Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
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are trademarks, registered trademarks or trade dress of Vistex, Inc. in the United States and/or other
countries. No part of this publication may be reproduced or transmitted in any form or for any
purpose without the expressed written permission of Vistex, Inc. The information contained herein
may be changed without prior notice. © Copyright 2015 Vistex, Inc. All rights reserved.
Dale.Taormino@Vistex.com
William.Gilsing@Vistex.com