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1Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
Channel AnalyticsRob Ford - Director of Analytics
March 27, 2015
Capabilities
2Copyright © 2015 Vistex, Inc. Proprietary and confidential. All rights reserved.
Agenda
IntroductionsEnterprise data and the challenges we faceApproach
Assess lifetime value Benchmark performance Monitor and drive results with scorecard
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Go-To-Market Analytics
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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?
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
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Simulation
Regression Analysis
Descriptive Statistics
Cluster Analysis
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)
QuantityWhat is channel spend by partner tier?How many Partners do we need?What are projected revenues/partner?
BehaviorWho are my best partners?What are they most likely to purchase?
OptimalWhat is the impact and lift on sales incentives?Potential outcomes based on complex interactions
Com
plex
ity
Low
High
HighValue to Business
Analytics available for real world applications
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Discover, explore, and combine multiple data
sources.Assess, visualize, analyze and
ask questions of your data.
Recommend quickly, share broadly and access insights as-needed.
Optimize go-to-market decisions by learning
from learning historical results.
Assess
RecommendOptimize
DiscoverData
Intuitively discover patterns and optimize results
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Aggregating Data
DataWarehouse
Sales Transactions (POS)
Excel DataWarehouse
Reporting DataMarts
Text Files
Blended
QueryResults
QueryResults
Goal – Bring data into a single span of control and evaluation that allows a view into the impact of variables on channel performanceHow – 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.
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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 measuredHow – Determine what factors have the highest correlation with revenue outcomesAction – Identify the drivers by program, incentive spend and regional configuration that correlate with results
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Assess partner lifetime value
Goal – Spend incentive dollars on partners with higher lifetime value, established -> growthHow – Analyze partner transactions + engagementAction – 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
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OverspendOpportunitiesTier 1-Tier 3
Focus: Investment by Revenue Tier
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Focus: Target investment by program, region and tier lift
Lift
GoalCalculate the lift associated with incentives and their combinations prioritize by revenue, identify high performance areasHowAnalyze partner transactions + engagement, Simulate scenarios using “what-if” analysis, reallocating budget in different proportions and seeing the direct impact on sales/valueActionShift investment, consolidate to reduce touch points, Detailed account review to drive allocation and improvement.
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Isolate effects of programs & feedback loop
GoalSpend incentive dollars on partners with higher lifetime value, established -> growthHowAnalyze partner transactions + engagementActionTarget investment, consolidate to reduce touch points, Detailed account review to drive allocation and improvement.
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Partner Score CardsChallenge - 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 eventsDrive a range of improvements to incentives, campaign management, strategic business planning.
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Key take-aways
Engage with Strategic Services early!
Assess lifetime valueBenchmark performanceMonitor and drive results with scorecard
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Process-based Project Management
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Copyright: Vistex®, Go-to-Market Suite®, and other Vistex, Inc. graphics, logos, and service names 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
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