Marketing Power UsersAdapting Your Sales Strategy03 December 2013

Executive Circle Summit

Julien de Perrot, Senior Data & Operation Analyst by LeShop.ch since 1999

Agenda

Chapters

• A complex Situation

• Growing more complex

• Marketing data explosion

• LeShop solution

Executive Circle Summit

A complex situation

Chapter 1/4

A complex business

• Complex but

1. One web site = one service level IN

2. One distribution to thecustomers = one service level OUT

• Data top usage was for

1. Sales

2. Logistics

3. Marketing

With complex processes

• Sales KPI drivers

1. Margins

2. Categories’ penetration

3. Promotions

4. …

• Logistics KPI drivers:

1. Efficiency

2. Scalability

3. Quality

4. …

• Marketing main KPI

1. NC acquisition

Executive Circle Summit

Growing more complex

Chapter 2/4

A more complex strategy needed

• No more growth in 2011

New 2012 Marketing Strategy

1. Multi Channels

2. Top customers retention

3. Migros collaboration

4. Quality & Customers care

5. …

With more complex marketing offers

• Marketing at the center

• Lot of KPIs

• Marketing info needed !

• But only one data analyst

Executive Circle Summit

Marketing data explosion

Chapter 3/4

Two Reasons

• I) As seen, LeShop needed to grow more complex

• II) Data enrichment (NEW 2012-2013)

1. LeShop datamining (forecasts, … )

2. Migros datamining (clusters, … )

3. Migros advanced measures (composite rankings, decision trees, …)

4. Geomarketing (micro regions, sociological attributes, …)

5. Planning data

6. ...

(Yet to come: Big data)

OLAP as data center• OLAP MS cubes developed during the last 12 years

• Centralized server solution

• For example, the cube ‘Store’ has > 1028 crossingpossibilities

• OLAP survived the new marketing data load

Executive Circle Summit

LeShop solution

Chapter 4/4

Client side solution• Condition: no time for IT or the analyst to make any developments on client side.

• IT structure

1. Excel is our main BI client tool2. OLAP is our main BI data source3. 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

1. Data based culture2. Self-service culture (the old OLAP client was Pro Clarity)3. New Excel power users4. To overtake from the analyst the creation of listings, dashboards, reports, analyses, …5. To overtake the information sharing tasks fully decentralized solution6. Analyst for check and support

Marketing dashboards explosion• In the first 6 months, creation of 5 weekly or monthly XL3 Excels with many dashboards

• 100% marketing made

• Some truncated examples below

Some learnings• Synergy between OLAP & Excel is very strong growing OLAP usage

• Power users > 10% of the users for me this is a must for this solution to exist

• Greater data/results ownership and understanding from users more challenging/interesting questions for theanalyst

• Users’ groups dynamism

• Greater marketing creativity some power users are frightening good ;-)

• Analyst new proactive support and formation role

• Data sources merging with XL3: examples with Google analytics (Excel add-in) or Excel users’ own data

• Dashboards and ad hoc -XL3 explosion process yet to find to centralize business-essential XL3 files

Besten Dank für Ihre Aufmerksamkeit