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Sales Program Evaluation and Modeling




A large American Air Conditioning Solutions Company
inTouch has delivered year-on-year benefits to
  Sales Program Evaluation & Modeling                               several clients in a wide variety of businesses
                                                                    – Consumer, Retail, Ecommerce, Food &
                                                                    Beverages, Jewelry, Beauty & Healthcare,
                                                                    Education, Satellite and Web Communication,
                                                                    Petroleum, HR Services and more – over
Manager–Sales Analytics and Forecasting: .. scored very well on     several long term and on-demand
their very first engagement with us!                                engagements for the past 5 years.

                                                                    Salary Computational Tool for the largest
Client Partner: We would love to partner with inTouch on each
                                                                    temp staffing business in India >> predicts
such opportunity .. this was a very successful project!             market benchmarked salaries based on skills
                                                                    and attrition scores




                                                                                                                        S t o r i e s
                                                                    Pricing and Discount Optimization for the
                                                                    world’s largest Satellite Communication
inTouch was mandated by a USD 8 billion world leader in air         business >> has delivered more than $100
                                                                    million in potential annual savings for the
conditioning systems, services and solutions, to model historical
                                                                    business
sales data and evaluate the effectiveness of the various




                                                                                                                        S u c c e s s
promotional programs carried out by the company over five
                                                                    Sales Program Effectiveness for America’s
years. inTouch devised and delivered an advanced analytics
                                                                    largest Air conditioning systems provider >>
solution working closely with key executives in the marketing       has afforded visibility into rates of return
department of the company.                                          delivered by various marketing programs
                                                                    across sales territories in North America



                                                                    Supply-Demand Matching & Optimization Tool
The case                                                            for a large Staffing Service provider in India >>
                                                                    has brought down doability turnaround from 3
As part of a sales program, the client made off-season offers –     weeks to across the table for the salesforce
consumer rebates, free extended warranties and consumer
financing – to its home market segment in the US. The sales
                                                                    Topline growth oriented rewards programs for
program was extended to the market through channel partners         a market leading Filter Coffee business in India
during Spring and Fall seasons each year. The client wanted to      >> has delivered a 3-fold increase in revenues
                                                                    for 3 straight years for the 425 outlet chain
understand what incremental volume, sales and margins are
generated by the programs and identify programs that should be
offered in future.                                                  Customer Feedback Decision Support and
                                                                    Smart Response System for India’s largest fine
                                                                    dining restaurant chain and many more
                                                                    market leading café and QSR chains >> drives
                                                                    a significant percentage of repeat visits across
                                                                    the 20 outlet restaurant chain
Data and Approach
Secondary sales data – transactions made by the client with channel partners – and data on
incentives, processed at a transactional level, for a time period of 5 years were made available
for analysis by the client. Industry and company shipments and CDD (Cooling Degree Days)
information pertaining to the same time frame were also provided. inTouch proposed an
approach that involved a multiplicative model of the Cobb Douglas function to model the data.

Modeling the historicals
 The data preparation methodology included stitching incentive data to (secondary)
transactional data and introducing a time period shift at the individual transaction level in a
                                                 manner that very closely approximated
                                                 consumer sales behaviour in the market.
                                                 Achieving a great match between primary
                                                 and secondary sales transaction data
                                                 demanded a complex, many-to-many
                                                 mapping of individual product models
                                                 between the two sets of data – an
                                                 aggregation and optimization technique run
                                                 on several iterations to arrive at a close-to-
                                                 perfect match.

Data was then aggregated at a per month level for each product model sold by each channel
partner and advanced analytics models based on the Cobb Douglas function methodology built
year-wise.

The Business Solution
The client derived extensive support
from the models for key decisions on
what programs to offer in future and in
what territories, what investments
would be optimal at individual
campaign and overall program levels,
and what product mix – premium and
non-premium – to push and sell under
individual campaigns.

Models explained program performance in terms of the following metrics at an individual
campaign level –
1. Incremental Sales and Volumes
   2. Incremental Margins and Rates of Return
   3. Program efficiency in driving Value (mix of premium and non-premium product models)
      and
   4. Impact on business if any or all of the programs were plugged out

Results also included clustering channel partners based on program performance and on the
above parameters.

Bottomline
Annual costs of the sales program were an estimated USD 4 million and estimated rates of
returns varied extremely widely, from –53% to 36%. The predictive modeling solution helped
the client prioritize promotional investments by season, geography and at product levels in
order that returns on investments made were optimized.
Every day analytics

                     Assured Results and RoI

                     Incremental and scalable

                     Built and managed for your business



inTouch analytics, Floor 2, #33/5, NHS Road, V. V. Puram, Bangalore, India. Pin: 560004
Mail response@be-in-touch.com Call +91-80-32929411 Visit www.be-in-touch.com

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Sales Program Evaluation Modeling

  • 1. Sales Program Evaluation and Modeling A large American Air Conditioning Solutions Company
  • 2. inTouch has delivered year-on-year benefits to Sales Program Evaluation & Modeling several clients in a wide variety of businesses – Consumer, Retail, Ecommerce, Food & Beverages, Jewelry, Beauty & Healthcare, Education, Satellite and Web Communication, Petroleum, HR Services and more – over Manager–Sales Analytics and Forecasting: .. scored very well on several long term and on-demand their very first engagement with us! engagements for the past 5 years. Salary Computational Tool for the largest Client Partner: We would love to partner with inTouch on each temp staffing business in India >> predicts such opportunity .. this was a very successful project! market benchmarked salaries based on skills and attrition scores S t o r i e s Pricing and Discount Optimization for the world’s largest Satellite Communication inTouch was mandated by a USD 8 billion world leader in air business >> has delivered more than $100 million in potential annual savings for the conditioning systems, services and solutions, to model historical business sales data and evaluate the effectiveness of the various S u c c e s s promotional programs carried out by the company over five Sales Program Effectiveness for America’s years. inTouch devised and delivered an advanced analytics largest Air conditioning systems provider >> solution working closely with key executives in the marketing has afforded visibility into rates of return department of the company. delivered by various marketing programs across sales territories in North America Supply-Demand Matching & Optimization Tool The case for a large Staffing Service provider in India >> has brought down doability turnaround from 3 As part of a sales program, the client made off-season offers – weeks to across the table for the salesforce consumer rebates, free extended warranties and consumer financing – to its home market segment in the US. The sales Topline growth oriented rewards programs for program was extended to the market through channel partners a market leading Filter Coffee business in India during Spring and Fall seasons each year. The client wanted to >> has delivered a 3-fold increase in revenues for 3 straight years for the 425 outlet chain understand what incremental volume, sales and margins are generated by the programs and identify programs that should be offered in future. Customer Feedback Decision Support and Smart Response System for India’s largest fine dining restaurant chain and many more market leading café and QSR chains >> drives a significant percentage of repeat visits across the 20 outlet restaurant chain
  • 3. Data and Approach Secondary sales data – transactions made by the client with channel partners – and data on incentives, processed at a transactional level, for a time period of 5 years were made available for analysis by the client. Industry and company shipments and CDD (Cooling Degree Days) information pertaining to the same time frame were also provided. inTouch proposed an approach that involved a multiplicative model of the Cobb Douglas function to model the data. Modeling the historicals The data preparation methodology included stitching incentive data to (secondary) transactional data and introducing a time period shift at the individual transaction level in a manner that very closely approximated consumer sales behaviour in the market. Achieving a great match between primary and secondary sales transaction data demanded a complex, many-to-many mapping of individual product models between the two sets of data – an aggregation and optimization technique run on several iterations to arrive at a close-to- perfect match. Data was then aggregated at a per month level for each product model sold by each channel partner and advanced analytics models based on the Cobb Douglas function methodology built year-wise. The Business Solution The client derived extensive support from the models for key decisions on what programs to offer in future and in what territories, what investments would be optimal at individual campaign and overall program levels, and what product mix – premium and non-premium – to push and sell under individual campaigns. Models explained program performance in terms of the following metrics at an individual campaign level –
  • 4. 1. Incremental Sales and Volumes 2. Incremental Margins and Rates of Return 3. Program efficiency in driving Value (mix of premium and non-premium product models) and 4. Impact on business if any or all of the programs were plugged out Results also included clustering channel partners based on program performance and on the above parameters. Bottomline Annual costs of the sales program were an estimated USD 4 million and estimated rates of returns varied extremely widely, from –53% to 36%. The predictive modeling solution helped the client prioritize promotional investments by season, geography and at product levels in order that returns on investments made were optimized.
  • 5. Every day analytics Assured Results and RoI Incremental and scalable Built and managed for your business inTouch analytics, Floor 2, #33/5, NHS Road, V. V. Puram, Bangalore, India. Pin: 560004 Mail response@be-in-touch.com Call +91-80-32929411 Visit www.be-in-touch.com