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We help to develop and implement blue strategies
Capture & Share & UtilizeKnow-how
of Business Analysis
Increase the Performance of Your
Team with “Activation Maps”
Why Activation Maps
Business vs. FactsIt’s not trivial to link business-oriented questions like“What shall I do to increase my sales?”
with the data-oriented one like “What was the sales last month or year?”
Answers vs. ActionWhatever information is useless without the context, i.e. what actions can be done upon the received answers, what were the hypothesis used for interpretations etc.
My vs. Company’s KnowledgeThere are missing tools for capturing, sharing and utilizing the know-how of business analysis = interlinked business and data questions with relevant actions
Activation Map Principles
Business Questions
What can I do to improve / keep up
my sales?
Data Questions
What was the sales per customers and months?
ActionableQuestions
What are the high-profitable customers with big sales decrease in last
months?
Action
Retention activities
targeted to the most relevant
customers
Three types of questions are linked together with actionsin maps, share and develop in team
Which fleet
services they
use? What do
they plan?
Direct mail / sales call / magazine sent
where our chance to sell is the highest
How many cars of
which brands do
they have? What
do they plan?
Who are the
decision makers
and influencers
(phone, email
contacts)?
What is the
industry, revenue,
region of the
company?
Who has our brand
and says that plan to
buy new cars this
year?
Where is the best
opportunity for our
new product/service
XY?
Where can we up-
sell our current
customers most
easily?
Where can we avoid
the loss of
customers? Who has our brand
and plan to reduce
the fleet / is from a
cyclical industry?
To be there at the
right time
They have the need
Business
questions
(decomposed)
Questions
answerable
from the
available data
Actionable
questions –
answers lead
directly to
actions
Activation MapExample: Sale of Cars
Where do we
have chances
to sell?
Etc…
Who has car models
competitive to our
new model XY?
We can actively offer
lease back etc.
Da
ta o
bta
ine
d fro
m th
e r
ese
arc
hO
ur G
oa
ls
Our Actions
Etc…Etc…
Activation Map Example: Customer Growth Plan
What should I do to increase the sales?
What was the sales by year, month and customer?
Which new customers
should I try to acquire
primarily?
Which customers should I try to prevent from
leaving primarily?
What is the sum of sales for each of 10 group of customers ordered by
their sales?
What is the ration of sales per last 3 months to sales per
last 12 months for each customer?
Which customers do belongs to the first
two groups of customers by sales?
Which customers have the ratio of sales per last 3 months to sales
per last 12 months lower than 20%?
Which customers could potentially
leave?
Which customers have the ratio of sales per last 3 months to sales per last
12 months greater than 80%, i.e. there’s a significant growth?
Execute direct marketing or sales campaign targeted to current customers with highest
sales and risk of leaving.
Which are the 5 customer
attributes having the highest
correlation with fact of the
belonging to the group of
customers with high growth of
sales?
Execute the ATL campaign focused on customers with
the attributes characteristic for
this group
Assumption can be
verified: Was that
assumption valid in
history for customers
which really left?
Assumption: There is a new group of customers on the market. Some of
them have already became my
customers and belong to the
group with the high growth of
sales.
Which attributes are the common
for (new) customers with high growth?
Leaving of which customers would be the most painful for
me?
Note: Total sales is just one
of possible indicators,
profitability or potential value of the customer are examples of more advanced.
More questions like “Which customers are the easiest target for the additional sales?” etc.
We wish you many accomplishments!
Roman Řípa
Blue Strategy, s.r.o.
Mobile: +420 605 202 397
www.bluestrategy.cz/en
