Analytics as a Driver of the Business Tim Forrest

Outline Overview From Data to Analytics Examples of Work Business Objectives Approaches and Analytics Solutions From Data to Analytics Past and Present Future Examples of Work EPiCenter Profitability Estimator (“What if?” Analysis) BizPoint Dynamic Mapping

Analytics as a Driver of the Business BUSINESS OBJECTIVES Revenue & Profitability Growth Improve Sales and Marketing Efficiency Improve Customer Retention Improve Cross-Sell Improve Up-Sell Reduce Sales and Marketing Cost Reduce Acquisition Cost Growth Propensity Probability Product Affinity Scoring Customer Segmentation Objectives With the proper technical skills, understanding of the business, and access to the right data, there are key business objectives that can be directly impacted by the implementation of analytics

Analytics as a Driver of the Business BUSINESS OBJECTIVES Revenue & Profitability Growth Improve Sales and Marketing Efficiency Improve Customer Retention Improve Cross-Sell Improve Up-Sell Reduce Sales and Marketing Cost Reduce Acquisition Cost Growth Propensity Probability Product Affinity Scoring Customer Segmentation Approaches Analytics Solutions The implementation of these analytics initiatives support many of the approaches necessary to meet core business objectives, and can be provided to the business through standard reporting/dashboard mechanisms, post-analytics

From Data to Analytics Advanced Analytics Strategic Analytics Scope of Decisions and Actions Operational Business Intelligence Tactical Reporting Data Informative Insight Breadth and Depth of Intelligence The evolution of analytics in an organization is a function of two elements The breadth and depth of intelligence you have as a company The scope of decisions made and actions taken as a direct result of that intelligence Only by placing importance across both of these can you reach a endgame of using analytics that can truly drive the business forward

Looking at the Past and Present Advanced Analytics Strategic Analytics Operational Alerts Scope of Decisions and Actions Query Drill Down What happened? How many, how often, and where? What exactly is the problem? What actions are needed? Business Intelligence Ad Hoc Reports Standard Reports Tactical Reporting Past and Present Data Informative Insight Breadth and Depth of Intelligence Most companies spend the majority of their efforts on the lower half of this graph That is, they use data in an informative way in order to make most of the tactical (and some operational) decisions and actions required by the business

Looking at the Future Why is this happening? What will happen next? What if these trends continue? What’s the best/worst that can happen? Future Optimization Advanced Analytics Strategic Predictive Modeling Forecasting Statistical Analysis Analytics Scope of Decisions and Actions Operational Alerts Query Drill Down What happened? How many, how often, and where? What exactly is the problem? What actions are needed? Business Intelligence Ad Hoc Reports Standard Reports Tactical Reporting Past and Present Data Informative Insight Breadth and Depth of Intelligence While my team has primarily focused on being effective up to the Informative / Operational point on this chart, I have remained aware of the additional opportunity and continued to drive upwards The team must continuously review the core of the business (marketing, sales, and ops), with analytics as a long-term solution that will lead to steady gains over time as a result of doing things better, smarter, and faster

Examples of Work Backward Forward Today Over the last three years, my team at has built a series of data tools, dashboards, and reports that do an excellent job in the lower levels of evolution of an organization towards analytics Many opportunities in the advanced scopes of work that stop looking backward, and start looking forward (predictive modeling, and optimization)

Team Structure Development Analytics Director Analytics Architect Application Developer Sr. Statistician Analyst / Statistician Analyst Development Analytics Two primary functions, Analytics and Development Projects evolve from Analytics to Development over their lifespan Team built with members who have crossover capabilities

Overview of Current Tools EPiCenter Enterprise-wide dashboard showing KPIs, Performance vs. Budget, and LOB details at all levels of the company MarginIQ Self-service reporting tool and dashboard focusing on customer profitability What-if analysis (margin estimator) and cost review BizPoint Lead search and creation tool, utilizing data from a variety of sources Industry-focused Direct integration with CRM Dynamic Mapping (Beta) Dynamic mapping and spatial analysis tool for market assessment and growth planning

Review of Current Tools - EPiCenter

Review of Current Tools - EPiCenter

Review of Current Tools - MarginIQ

Review of Current Tools - MarginIQ

Review of Current Tools - MarginIQ

Review of Current Tools - MarginIQ

Review of Current Tools - MarginIQ

Review of Current Tools - BizPoint Dynamic lead search and creation tool that utilizes multiple data sources Industry-driver Integrated with CRM & MarginIQ Provides statistically-derived opportunity scores for new leads, based on existing SK customer data, general market data, and other key business attributes Provides significant supplementary information about each opportunity Nearby branches, existing customers, likely competitors, etc. Initial 3rd-party data sources Dun & Bradstreet (D&B) EPA Hazardous Waste Data

Review of Current Tools - BizPoint

Review of Current Tools - BizPoint

Review of Current Tools - BizPoint

Review of Current Tools - BizPoint

Review of Current Tools - BizPoint

Review of Current Tools - BizPoint

Review of Current Tools - BizPoint

Review of Current Tools - BizPoint

Review of Current Tools - BizPoint

Review of Current Tools - BizPoint

Review of Current Tools - BizPoint

Review of Current Tools - BizPoint

Review of Current Tools - BizPoint

Review of Current Tools - BizPoint

Review of Current Tools - BizPoint

Review of Current Tools - BizPoint

Review of Current Tools - BizPoint

Review of Current Tools - BizPoint

Review of Current Tools – Dynamic Mapping

Review of Current Tools – Dynamic Mapping