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New Customer Acquisition at Sage:
A More Scientific Approach
Dan Taylor, Customer Insights Manager UKI
Jen Unwin, Customer Insights Analyst UKI
What are we going to cover?
About Sage
Our Analytics Team
Preparing to Model
Using Enterprise Guide & Miner
Model Execution
Who is Sage?
SALVIA OFFICINALIS SAGE GATESHEAD
SAS Users at Sage UKI
Analytics in Sage
Descriptive
(1981+)
Inferential
(2000+)
Predictive
(2010+)
Increasing Complexity
Direct
Indirect
Accountant
Partner
Who Should We Target?
‘New’ Sage Customers
Vs
Construction
Manufacturing
Health and social care
£0-£20k
£21-£40k
£10m+
Unknown employees
0-10 employees
200+ employees
‘Non’ Sage CustomersStrengths &
Weaknesses
Core EnhancementsCore Enhancements
Non-Matched Sage Customers
Matched Sage Customers
200+ variables
UK Universe
380k records
200+ variablesURN Contactability Target Variables
93
50
299
SSB/AD/SMB
S1
Prospects
380k Blind File
The ‘Blind File’ – Start the clock!
Analysing the Blind File
Modelling in Enterprise Guide: RPM
Modelling Method: Basic, Intermediate, Advanced?
Why?- Over 100 Variables- Compare several different modelling techniques
Intermediate
‘Miner’ Changes
Other Model Types
Sample Size
Exports
Interactive Binning
Translation Back to the Business:
Binning Node
Modified Bandings
Less than 2 Employees
2 - 4 Employees
5 - 9 Employees
10 - 19 Employees
20 - 49 Employees
50 - 99 Employees
100+ Employees
Original Model Variable Division
Less than 3.5 Employees
3.5 - 44.5 Employees
More than 44.5 Employees
Returning to the Blind File: Combining
Variables
Evaluation of Models
Direct sales
Indirect salesAccountant
Partner
Web Store
Direct Web
Model 𝒚
Highest 50% of P values for each model
<50% pass>50% fail
Model 𝒙
Average Unit Price (AUP)
P value
Model Fit
= 𝑷𝒗𝒂𝒍𝒖𝒆 𝒘𝟏 ×𝑴𝒐𝒅𝒆𝒍 𝑭𝒊𝒕 𝒘𝟐 ×𝑨𝑼𝑷 𝒘𝟑
Comparing Multiple Models
Model Development Model Reduction Model Translation Model Allocation
33 Models
Modelling Process - Takeaways
Expectations
The Input File
Data Partnership
Results Presentation
Use the modelling bi-products
Learn from Mistakes
Use SAS
Thank you
Any Questions?