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We help to develop and implement blue strategies
Capture & Share & Utilize
Know-how
of Business Analysis
Increase the Perf...
Why Activation Maps
Business vs. Facts
It’s not trivial to link business-oriented questions like
“What shall I do to incre...
Activation Map Principles
Business
Questions
What can I do to
improve / keep up
my sales?
Data
Questions
What was the sale...
Which fleet
services they
use? What do
they plan?
Direct mail / sales call / magazine sent
where our chance to sell is the...
Activation Map
Example: Customer Growth Plan
What should I do to increase the sales?
What was the sales by year, month and...
We wish you many accomplishments!
Roman Řípa
Blue Strategy, s.r.o.
Mobile: +420 605 202 397
Roman.Ripa@BlueStrategy.cz
www...
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Capture & Share & Utilize Know-how of Business Analysis

Increase the Performance of Your Team with “Activation Maps”

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Capture & Share & Utilize Know-how of Business Analysis

  1. 1. We help to develop and implement blue strategies Capture & Share & Utilize Know-how of Business Analysis Increase the Performance of Your Team with “Activation Maps”
  2. 2. Why Activation Maps Business vs. Facts It’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. Action Whatever 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 Knowledge There are missing tools for capturing, sharing and utilizing the know-how of business analysis = interlinked business and data questions with relevant actions
  3. 3. 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? Actionable Questions 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 actions in maps, share and develop in team
  4. 4. 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 Map Example: 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. Dataobtainedfromtheresearch OurGoals Our Actions Etc…Etc…
  5. 5. 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.
  6. 6. We wish you many accomplishments! Roman Řípa Blue Strategy, s.r.o. Mobile: +420 605 202 397 Roman.Ripa@BlueStrategy.cz www.bluestrategy.cz/en

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