This document discusses how analytics can provide competitive advantages for businesses. It explains that analytics involves translating customer, market, and company data into actions through a combination of knowledge, skills, and technology to support faster and better decision making. The document outlines several types of insights that can be gained, such as competitive insights, market insights, and business insights. It then provides examples of initial analytics projects that can be undertaken, including sales forecasting, price analysis, brand and reputation tracking, and gathering customer insights. Finally, it describes the services that AnalitiQs provides to help organizations successfully introduce and improve their analytics capabilities.

1. AnalitiQs
February 2013

2. "A good hockey player plays where the puck is.
A great hockey player plays where the puck
is going to be.“
Wayne Gretzky
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3. You would know today how many products you can sell three months from now?
You would know what price to put on various products to gain market share without
losing unnecessary margin?
You would actually know what to improve first and/or design next to improve customer
satisfaction, reduce complaints and to increase market share?
You would know how to attract the best workforce to help you grow effectively?
You would know what the next move of your main competitors will be?
You would know what messages and sales offers will have the highest effect on
consumers and will lead to buying their products?
You would know what products you need to offer (in combination) to increase conversion
in your web store?
Intelligence for competitive advantage!
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4. Is a continuous process of translating customer, market
and company information into action
Requires a mix of knowledge, skills and technology
Supports faster and better decision making
“Turning Data into Profit”
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5. Intelligence
Competitive Market Business
Insights Insights Insights
Competitor Product Market Customer Business
Intelligence Intelligence Understanding Insights Intelligence
• Investments • Pricing • Market size • Brand preference • Business Results
• Organisation Changes • Products • Market shares • Purchase dynamics • Company Reputation
• Corporate Stragegy • Specification compa- • Market forecast • Shopper insights • Employee Quality and
• Aquisitions rison/testing • Trends • Needs / demands Engagement
• Key Executive Profiles • Promo’s/introductio • Segmentation • Key product • Marketing Effectiveness
ns concerns
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6. Insights
Converging analysis
Analysis results into true
Statistical and insights: the inner
Data: predictive analysis: nature of things
Gathering data describe, explain,
from primary and predict
secondary sources
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7. 1. Master Sales (forecast) Plan
• Gather (weekly/monthly) internal and external data on sales (and stock). Combine this information for market
and sales forecast. The market data will also provide some first competitive insights.
• Add internal logistics and financial data for full sales (margin, etc.) analysis.
2. Price Analysis
• Track weekly/monthly data on advertised prices (online and offline), combine with prices from sales data
• Combine this information for (initial) pricing analysis & enhance with features (competitor comparison)
• Improve analysis further with ad-hoc pricing surveys (price perception and price elasticity)
3. Brand/reputation analytics
• Conduct monthly online market survey amongst representative sample to measure brand awareness and
preference. Include image to gather first info on reputation (other stakeholders later)
• Online/Social Media sentiment tracking (start small, enhance further)
4. Customer insights
• Track and analyse customer behaviour at as many touch points as possible
• Conduct monthly online survey amongst registered customers. Gather base information on profile (initial
segmentation possible) and KPI’s (NPS, satisfaction, etc.). Ad ad-hoc block for monthly topic (enabling
enhancements of 1 to 3: ‘why’).
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8. AnalitiQs provides organisations with the • Intelligence Audit, including a roadmap to
knowledge and insights to make informed successfully introduce/improve analytics
decisions and to take action. Our experience
• AnalitiQs’ Reporting as a Service: clear,
and expertise help you avoid potential
understandable information readily available
pitfalls and you can make use of examples
in reports and dashboards. And all this safe
from other organisations.
and at an attractive monthly cost.
Our approach is characterised by passion and OR in-house: full or partial execution of
results. The combination of strategic reporting (including building the
thinking, and hands-on execution is our data/information warehouse) projects
favourite way of working.
• Full or partial execution of analytical projects:
We are naturals at collecting, organising,
analysis ‘on demand’
structuring and analysing data. We also pay
much attention to knowledge transfer and • Full or partial execution of (market) research
improving the professionalism of your projects
analysts and managers as we belief our
customer should be able to master analytics • Interim management, training and coaching:
themselves in the future! to set up and develop the internal capacity
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9. Questions?
Irma Doze
+31 6 43 09 32 18
Irma.doze@analitiqs.com
AnalitiQs
Kievit 13
1511 KV Oostzaan
Netherlands
www.analitiqs.com
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