Presentation "Adapting Your Sales Strategy by Analyzing, Interpreting and Using Historical Data" by Julien De Perrot, Senior Data and Operation Analyst, LeShop.ch, @ Executive Circle Summit December 2013. Have a look at the story and learn new things about marketing power users, big data & data center and analysis.

1. Marketing Power Users
Adapting Your Sales Strategy
03 December 2013
Executive Circle Summit
Julien de Perrot, Senior Data & Operation Analyst by LeShop.ch since 1999

2. Chapters
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A complex Situation
Growing more complex
Marketing data explosion
LeShop solution
Agenda

3. Executive Circle Summit
Chapter 1/4
A complex situation

4. A complex business
Complex but
One web site =
one service level IN
2. One distribution to the
customers =
one service level OUT
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1.
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Data top usage was for
Sales
Logistics
Marketing

5. With complex processes
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Sales KPI drivers
Margins
Categories’ penetration
Promotions
…
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3.
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Logistics KPI drivers:
Efficiency
Scalability
Quality
…
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1.
Marketing main KPI
NC acquisition

6. Executive Circle Summit
Chapter 2/4
Growing more complex

7. A more complex strategy needed
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No more growth in 2011 
New 2012 Marketing Strategy
Multi Channels
Top customers retention
Migros collaboration
Quality & Customers care
…

8. With more complex marketing offers
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Marketing at the center
Lot of KPIs
Marketing info needed !
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But only one data analyst

9. Executive Circle Summit
Chapter 3/4
Marketing data explosion

10. Two Reasons
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I) As seen, LeShop needed to grow more complex
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II) Data enrichment (NEW 2012-2013)
LeShop datamining (forecasts, … )
Migros datamining (clusters, … )
Migros advanced measures (composite rankings, decision trees, …)
Geomarketing (micro regions, sociological attributes, …)
Planning data
...
(Yet to come: Big data)

11. OLAP as data center
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OLAP MS cubes developed during the last 12 years
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Centralized server solution
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For example, the cube ‘Store’ has > 1028 crossing
possibilities
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OLAP survived the new marketing data load

12. Executive Circle Summit
Chapter 4/4
LeShop solution

13. Client side solution
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Condition: no time for IT or the analyst to make any developments on client side.
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IT structure
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Excel is our main BI client tool
OLAP is our main BI data source
Purchase of 50 XL3-Excel Add-ins for OLAP browsing (NEW 2013)
An intuitive & robust tool making a real link between OLAP and XL
Marketing team properties and tasks
Data based culture
Self-service culture (the old OLAP client was Pro Clarity)
New Excel power users
To overtake from the analyst the creation of listings, dashboards, reports, analyses, …
To overtake the information sharing tasks  fully decentralized solution
Analyst for check and support

14. Marketing dashboards explosion
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In the first 6 months, creation of 5 weekly or monthly XL3 Excels with many dashboards
100% marketing made
Some truncated examples below

15. Some learnings
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Synergy between OLAP & Excel is very strong  growing OLAP usage
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Power users > 10% of the users  for me this is a must for this solution to exist
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Greater data/results ownership and understanding from users  more challenging/interesting questions for the
analyst
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Users’ groups dynamism
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Greater marketing creativity  some power users are frightening good ;-)
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Analyst new proactive support and formation role
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Data sources merging with XL3: examples with Google analytics (Excel add-in) or Excel users’ own data
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Dashboards and ad hoc -XL3 explosion  process yet to find to centralize business-essential XL3 files

16. Besten Dank für Ihre Aufmerksamkeit