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Marketing Analytics with 1KEY BI
Customer Issues
1KEY Agile BI – Success Story
• 2006 - MAIA Intelligence established with 1KEY BI product offering
• 2007 - Featured in NASSCOM 100 IT Innovators
• 2007 – Gets Microsoft Gold Partner Status
• 2007 – Participated in 1st World Wide BI conference held by Microsoft in Seattle.
• 2008 - 1KEY Agile BI Suite featured in Microsoft Solution Directory with SQL 2008 launch.
• 2008 - 1KEY is the 1st Indian BI to be recognized by NICSI for tender ( Government of India )
• 2008 - Gartner’s Hype Cycle for ICT in India, Report mentioned MAIA
• 2008 – Red Herring Asia Finalist 100
• 2008 – Launch of 1KEY FCM (Financial Consolidation Module)
• 2008 – Winner of India’s Most Trusted IT Vendor in BI category by Survey The CTO Forum magazine
• 2009 – Named ‘Most Successful Startup’ to watch out for by the readers and editorial board of I.T. Magz
• 2009 – Government of India NIC BIDW division recommends MAIA 1KEY for National Award.
• 2009 – Gartner Report on BI Trends mentions MAIA Intelligence .
• 2009 – Becomes a Microsoft ISV Case Study
• 2009 – Compatibility Testing logo with Windows 7
• 2009 – Emerging Technology Analysis Report from Gartner mentions MAIA Intelligence
• 2009 – Red Herring Asia 100 Winner
• 2009 – Launch of 1KEY Investigator ( Data Auditing & Fraud Detection Module)
• 2009- Forbes.com mentions MAIA Intelligence as company to watch.
• 2010 – Winner of Microsoft Innovation Award for ISV
• 2010 – Finalist for UTV Bloomberg CXO IT Innovation Award
Addressable Marketing Team Issues
“It’s difficult to generate
comprehensive reports
without technical
assistance”
“It’s difficult to modify existing software so
users are able to see only the reports that
are important and relevant to their jobs”
“…Business users are spending
more time on analysis than
action”
“ We wish to share information with
external parties such as customers,
suppliers and partners”
“Management do not know what
questions to ask about the data. It is
difficult to investigate issues to
understand why”
“Business users are drawing incorrect
conclusions and missing opportunities”
Marketing Department Objectives
Improve sales
effectiveness,
productivity,
and cycle
times
Interpret key
sales drivers,
trends, and
issues
Provide sales
with a single
view of the
customer
Optimize
marketing-to-
sales lead
management
Architecture of 1KEY Agile
Proposed Data Flow Architecture
Data Sources
•ERP
•CRM
•SFA
•Loyalty Program
•Excel Files
Customer
Databases
•Sales
•Marketing
•Orders
•Complaints
•Support
Rediffusion Data
Warehouse
•MS SQL 2008
•SQL Integration
Services
•Extract Transform &
Load
Customer
Marketing
Analytics Reports
•Cube Charts
•Views Trends
•Dashboard
•KPI
Target Markets
Compete companies larger than your size
Keeps you
always moving
ahead
Save
hours
daily
Look as big
as you
want to be
VIEW has been engineered to fully
address the reporting requirements
of your organization helping you to
compete and win in the
marketplace without much effort or
compromise.
It provides runtime analysis,
grouping, column customizations
with Parent-Child Relationships, Drill
Down and Drill Back functionalities
with a extremely intuitive report
formatting for Business users.
Monitor, Manage & Perform
Do it
yourself
reporting
Trend are
like friends
Centralized
Information
for growth
Gives
Competitive
Edge
CUBE is a comprehensive data analysis,
data mining, and multi-dimensional
visual reporting solution.
With its powerful data architecture,
CUBE is able to slice and dice
information efficiently and provide users
with an extremely intuitive experience.
Regardless of the perspective, data can
be rendered to answer business
questions - and best of all - it allows
business users to focus on business rules
rather than creating dozens and dozens
of reports.
Create Impact with business data
Powerful Insights
Track & Point
Issues
Spot
Opportunities
Identify
Emerging
Trends
CHART is a graphical representation
and visual reporting which represents
business performance via stunning
and meaningful diagrams. It helps to
drive organizational achievements by
giving information in a much
consolidated and easy to understand
manner.
Runtime user definable drill down &
drill back functionality available
direct from the charts. Customer
segmentation, forecasting, trend
analysis, etc. all made easy
Offline Reports – Portable Cubes
Works in background
On Time MIS
Constantly Communicating
Flexible Schedules
Simple Process
SCHEDULER enables users to
schedule the reports as per the
recurrence pattern in the variety
of formats like PDF, TXT, XLS,
HTML, MHT and RTF to be stored
on hard disk, to be emailed to
respective business users, or to
FTP. It automates the complete
process of reporting and avoids
the cumbersome work of
manually creating and/or
delivering reports to respective
business users on a periodic
basis.
Run your company from anywhere
Web
Based
Platform
Real Time
Actionable
Information
Publish Data
Securely
Zero Foot
Print
Deployment
Advanced
Data
Visualization
Tools
Dashboard is a reporting tool that can be defined as a user interface for organizing and
presenting data in a consolidated manner. Data from multiple sources are integrated and
unified for display on a single platform. This makes the information easy to read and
comprehend, all on the same screen.
DASHBOARDS, users can
define their own Dashboards
having combination of
multiple reports like View,
Gauge, Chart, KPI's, RSS Feeds
etc, on one single screen.
Hitting the sweet spot
S –
Specific
M -
Measurable
A -
Achievable
R –
Realistic
T –
Timely
SMART
KPI
KPI are high-level snapshots of a business or organization based on specific predefined
measures. KPIs typically consist of any combination of multiple reports. They may include global
or regional sales figures, personnel stats, real-time supply chain information, or anything else
that is deemed critical to a corporation's success. KPI allows goals to be observed with different
warning colors that will be switched on as defined giving the user a quick view of how well or
how poorly each goal is met.
Ad – hoc files analysis
Single &
multiple files /
sheets selection
at one instance
are available
User can select
data range on
their own
Users can select
required data
column with
required format
for analysis
Users can save
layouts and use
the same
whenever
required
1KEY FILE READER is a utility that
imports data from Text Files, Excel
Files, stores it into 1KEY CUBE or
1KEY VIEW for direct reporting
and analytics.
1KEY users get the benefits of
another key functionality which
not many reporting tools
software provide as of today.
Role Based Security
Control
your data
Show only
what you
want to
Create
nested
parameters
1KEY uses "parametric
control" for controlling
access over business
information which is
available to users for
their reporting needs.
Parameters are mapped
to the user hierarchy of
the organization and
hence the access to the
relevant data.
Parameters definition
can be one of the fields
available from the
system or can be user
defined based on the
requirement of the
organizations.
Why SKU Rationalization
Slow moving
(significant
tied up
capital)
Low volume
Costly to
handle
High return
rates to
suppliers
due to
defects/stale
dates
Product line
extensions of
other SKUs
that can be
easily
substituted
Reducing
assortment
mix
SKU Rationalization Solution
Segmenting are
on volume,
profit, and
category role
and strategy
Profitability
Components:
Revenue, Cost
and Capacity
SKUs will be
removed and
others
emphasized
Efficient and
effective
product line
management
Steps to accurately determine SKU cost and net profitability
Benefits of SKU Rationalization
What is the profitability of different market baskets?
What is the net effect on category profitability for my top N region in the subject categories?
Which region orders have changed negatively for the key categories where I had the most SKU removals?
Has my order mix of truckload/pallet/tier changed positively since the removal of these SKUs?
What has been the net impact on carrying costs for the category since removing the SKUs?
Why is this product(s) unprofitable? Is it how the customer buys it, how I merchandise it, how I package it?
If I change something about how they buy, can I reverse the loss?
How do my customers buy this/these products? What channels consume what resources?
How has the category profitability changed for categories where SKUs have been removed?
Has product volume changed as I projected for the substitute SKUs in the categories?
Trade Spend Analytics
•Trade Spend V
Budget
•Trade Spend
Efficiency &
Effectiveness
•Trade Send
Uplift – Sales &
margin
•Spend by
Merchandize
Method
•Promotion ROI
•Promotion
OverUnder-
spend
•Promotion
Impact –
Cannibalization
& Halo effect
Roles
Marketing
Manager;
Customer
Account
Managers; Sales
Execs; Finance;
Promotional
Analyst;
Business Unit
Heads; Category
Manager; Brand
Managers
Metrics & Dimensions
Volume; Revenue (& growth); Total Promotion Profit; Targets; Market
(volume $s); Market Share; Price; Margin %; Trade Spend; Promotion
ROI; Promotional Uplift; Order Fulfillment %; Consumer pass
through%; Stock Cover Customers; Events; Sales Channels; Products;
Brands Categories; Promotion; Media types; Time; Locations
Brand Profitability Analytics
Find which brands are
destroying profits, eating
away your earnings.
Incorrect information about
brand profitability, efforts to
grow sales directed toward
customers that are
unprofitable. In reality,
earnings will be low even
with growth
Brand profitability sustains
the product as the earnings it
attracts are used to ensure
its survival and growth
Brand = Asset or Brand = Liability
End Deliverables
Meaningful &
Actionable
Information
Connect Users with
Information
Increase business
users productivity
Move out of Excel
Culture
Enable Creative
thinking with data
analysis
Deliver reports
anytime anywhere
in any format users
need
Create Compelling
user experience that
requires very little
training
Decision making at
all levels strategic,
tactical &
operational
Provide an early-
warning system with
KPI
1KEY BI will be used
in all the meetings
and presentations
Know what should
have been known
Investigate issues to
understand why
Why MAIA Intelligence – 1KEY BI
• Niche we are, hence faster we
move
Faster response time
to customer needs.
• We offer sincere personal attention
We are proud to have
you as a customer
• Our clients see us as a specialist
despite our size
Can send the experts
for at affordable cost
• Customers know that they can get
in touch easily with us. Trust people
Small is the new big
Thank You
www.maia-intelligence.com

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Marketing Analytics with Business Intelligence

  • 3. 1KEY Agile BI – Success Story • 2006 - MAIA Intelligence established with 1KEY BI product offering • 2007 - Featured in NASSCOM 100 IT Innovators • 2007 – Gets Microsoft Gold Partner Status • 2007 – Participated in 1st World Wide BI conference held by Microsoft in Seattle. • 2008 - 1KEY Agile BI Suite featured in Microsoft Solution Directory with SQL 2008 launch. • 2008 - 1KEY is the 1st Indian BI to be recognized by NICSI for tender ( Government of India ) • 2008 - Gartner’s Hype Cycle for ICT in India, Report mentioned MAIA • 2008 – Red Herring Asia Finalist 100 • 2008 – Launch of 1KEY FCM (Financial Consolidation Module) • 2008 – Winner of India’s Most Trusted IT Vendor in BI category by Survey The CTO Forum magazine • 2009 – Named ‘Most Successful Startup’ to watch out for by the readers and editorial board of I.T. Magz • 2009 – Government of India NIC BIDW division recommends MAIA 1KEY for National Award. • 2009 – Gartner Report on BI Trends mentions MAIA Intelligence . • 2009 – Becomes a Microsoft ISV Case Study • 2009 – Compatibility Testing logo with Windows 7 • 2009 – Emerging Technology Analysis Report from Gartner mentions MAIA Intelligence • 2009 – Red Herring Asia 100 Winner • 2009 – Launch of 1KEY Investigator ( Data Auditing & Fraud Detection Module) • 2009- Forbes.com mentions MAIA Intelligence as company to watch. • 2010 – Winner of Microsoft Innovation Award for ISV • 2010 – Finalist for UTV Bloomberg CXO IT Innovation Award
  • 4. Addressable Marketing Team Issues “It’s difficult to generate comprehensive reports without technical assistance” “It’s difficult to modify existing software so users are able to see only the reports that are important and relevant to their jobs” “…Business users are spending more time on analysis than action” “ We wish to share information with external parties such as customers, suppliers and partners” “Management do not know what questions to ask about the data. It is difficult to investigate issues to understand why” “Business users are drawing incorrect conclusions and missing opportunities”
  • 5. Marketing Department Objectives Improve sales effectiveness, productivity, and cycle times Interpret key sales drivers, trends, and issues Provide sales with a single view of the customer Optimize marketing-to- sales lead management
  • 7. Proposed Data Flow Architecture Data Sources •ERP •CRM •SFA •Loyalty Program •Excel Files Customer Databases •Sales •Marketing •Orders •Complaints •Support Rediffusion Data Warehouse •MS SQL 2008 •SQL Integration Services •Extract Transform & Load Customer Marketing Analytics Reports •Cube Charts •Views Trends •Dashboard •KPI
  • 9. Compete companies larger than your size Keeps you always moving ahead Save hours daily Look as big as you want to be VIEW has been engineered to fully address the reporting requirements of your organization helping you to compete and win in the marketplace without much effort or compromise. It provides runtime analysis, grouping, column customizations with Parent-Child Relationships, Drill Down and Drill Back functionalities with a extremely intuitive report formatting for Business users.
  • 10. Monitor, Manage & Perform Do it yourself reporting Trend are like friends Centralized Information for growth Gives Competitive Edge CUBE is a comprehensive data analysis, data mining, and multi-dimensional visual reporting solution. With its powerful data architecture, CUBE is able to slice and dice information efficiently and provide users with an extremely intuitive experience. Regardless of the perspective, data can be rendered to answer business questions - and best of all - it allows business users to focus on business rules rather than creating dozens and dozens of reports.
  • 11. Create Impact with business data Powerful Insights Track & Point Issues Spot Opportunities Identify Emerging Trends CHART is a graphical representation and visual reporting which represents business performance via stunning and meaningful diagrams. It helps to drive organizational achievements by giving information in a much consolidated and easy to understand manner. Runtime user definable drill down & drill back functionality available direct from the charts. Customer segmentation, forecasting, trend analysis, etc. all made easy
  • 12. Offline Reports – Portable Cubes Works in background On Time MIS Constantly Communicating Flexible Schedules Simple Process SCHEDULER enables users to schedule the reports as per the recurrence pattern in the variety of formats like PDF, TXT, XLS, HTML, MHT and RTF to be stored on hard disk, to be emailed to respective business users, or to FTP. It automates the complete process of reporting and avoids the cumbersome work of manually creating and/or delivering reports to respective business users on a periodic basis.
  • 13. Run your company from anywhere Web Based Platform Real Time Actionable Information Publish Data Securely Zero Foot Print Deployment Advanced Data Visualization Tools Dashboard is a reporting tool that can be defined as a user interface for organizing and presenting data in a consolidated manner. Data from multiple sources are integrated and unified for display on a single platform. This makes the information easy to read and comprehend, all on the same screen. DASHBOARDS, users can define their own Dashboards having combination of multiple reports like View, Gauge, Chart, KPI's, RSS Feeds etc, on one single screen.
  • 14. Hitting the sweet spot S – Specific M - Measurable A - Achievable R – Realistic T – Timely SMART KPI KPI are high-level snapshots of a business or organization based on specific predefined measures. KPIs typically consist of any combination of multiple reports. They may include global or regional sales figures, personnel stats, real-time supply chain information, or anything else that is deemed critical to a corporation's success. KPI allows goals to be observed with different warning colors that will be switched on as defined giving the user a quick view of how well or how poorly each goal is met.
  • 15. Ad – hoc files analysis Single & multiple files / sheets selection at one instance are available User can select data range on their own Users can select required data column with required format for analysis Users can save layouts and use the same whenever required 1KEY FILE READER is a utility that imports data from Text Files, Excel Files, stores it into 1KEY CUBE or 1KEY VIEW for direct reporting and analytics. 1KEY users get the benefits of another key functionality which not many reporting tools software provide as of today.
  • 16. Role Based Security Control your data Show only what you want to Create nested parameters 1KEY uses "parametric control" for controlling access over business information which is available to users for their reporting needs. Parameters are mapped to the user hierarchy of the organization and hence the access to the relevant data. Parameters definition can be one of the fields available from the system or can be user defined based on the requirement of the organizations.
  • 17. Why SKU Rationalization Slow moving (significant tied up capital) Low volume Costly to handle High return rates to suppliers due to defects/stale dates Product line extensions of other SKUs that can be easily substituted Reducing assortment mix
  • 18. SKU Rationalization Solution Segmenting are on volume, profit, and category role and strategy Profitability Components: Revenue, Cost and Capacity SKUs will be removed and others emphasized Efficient and effective product line management Steps to accurately determine SKU cost and net profitability
  • 19. Benefits of SKU Rationalization What is the profitability of different market baskets? What is the net effect on category profitability for my top N region in the subject categories? Which region orders have changed negatively for the key categories where I had the most SKU removals? Has my order mix of truckload/pallet/tier changed positively since the removal of these SKUs? What has been the net impact on carrying costs for the category since removing the SKUs? Why is this product(s) unprofitable? Is it how the customer buys it, how I merchandise it, how I package it? If I change something about how they buy, can I reverse the loss? How do my customers buy this/these products? What channels consume what resources? How has the category profitability changed for categories where SKUs have been removed? Has product volume changed as I projected for the substitute SKUs in the categories?
  • 20. Trade Spend Analytics •Trade Spend V Budget •Trade Spend Efficiency & Effectiveness •Trade Send Uplift – Sales & margin •Spend by Merchandize Method •Promotion ROI •Promotion OverUnder- spend •Promotion Impact – Cannibalization & Halo effect Roles Marketing Manager; Customer Account Managers; Sales Execs; Finance; Promotional Analyst; Business Unit Heads; Category Manager; Brand Managers Metrics & Dimensions Volume; Revenue (& growth); Total Promotion Profit; Targets; Market (volume $s); Market Share; Price; Margin %; Trade Spend; Promotion ROI; Promotional Uplift; Order Fulfillment %; Consumer pass through%; Stock Cover Customers; Events; Sales Channels; Products; Brands Categories; Promotion; Media types; Time; Locations
  • 21. Brand Profitability Analytics Find which brands are destroying profits, eating away your earnings. Incorrect information about brand profitability, efforts to grow sales directed toward customers that are unprofitable. In reality, earnings will be low even with growth Brand profitability sustains the product as the earnings it attracts are used to ensure its survival and growth Brand = Asset or Brand = Liability
  • 22.
  • 23. End Deliverables Meaningful & Actionable Information Connect Users with Information Increase business users productivity Move out of Excel Culture Enable Creative thinking with data analysis Deliver reports anytime anywhere in any format users need Create Compelling user experience that requires very little training Decision making at all levels strategic, tactical & operational Provide an early- warning system with KPI 1KEY BI will be used in all the meetings and presentations Know what should have been known Investigate issues to understand why
  • 24. Why MAIA Intelligence – 1KEY BI • Niche we are, hence faster we move Faster response time to customer needs. • We offer sincere personal attention We are proud to have you as a customer • Our clients see us as a specialist despite our size Can send the experts for at affordable cost • Customers know that they can get in touch easily with us. Trust people Small is the new big