Business Analytics 2013

SCIT

Business Analytics
Assignment 1
Rohan Naik

2013

12030241090

Business Analytics 2013

i.

Introduction: Nutricia is a specialised healthcare division of the food

company Danone, focussed exclusively on research-based scientificallyproven nutrition, developed to meet the needs of patients and individuals for
whom a normal diet is not sufficient or possible. While Salesforce collected
plenty of data and offered numerous reports, Nutricia's sales representatives
weren't using them. Later, Nutricia's sales team became data-driven by
implementing and customizing GoodData, a cloud-based business
intelligence solution.

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ii.

Objective: To improve sales by leveraging cloud BI based sales force

reporting tool by the sales team and the management. To add transparency
into its sales data, keep the entire company up to date with the most current
numbers and enable end users to independently and quickly analyse data.
They wanted to:
- Bring together the North America sales division to collaborate around
customized metrics in one reporting system.
- Deliver live sales data without labour-intensive Excel spread sheets,
formulas and calculations.
- Present the sales metrics that often get overlooked in spread sheets with
the ability for any rep to easily change the data to match his or her sales
plan.

iii.

Assumption: The sales team has a rich experience in sales activities of

Nutricia and the management is keen to uplift the business. The sales force
is aware of a BI tool and is known about its right use.

iv.

Observation: The Field sales reps received only 2 reports and only on a
monthly basis, with a 10-day delay in the numbers. The reports were too
inflexible to answer some of the specific questions the managers were
asking. With a steady upstream of in-demand products, Nutricias sales
department was paying close attention to growing the top line. They relied
heavily on running their sales strategy by the metrics and need on going
access to the most current numbers company wide.

v.

Analysis: Specifically significant questions like the following were not

being satisfactorily answered:

- For which customers have sales dropped off since last quarter or this time
last year?
- For which products have sales increased / decreased the most in the past
quarter or year?
Analysis of sales is represented in simple graphical formats as follows :

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vi.

Implementation: Aptaria a leading SaaS and cloud application integration

service introduced and recommended GoodData to Nutricia as a reporting
and business intelligence (BI) solution. Nutricia utilized GoodData first to
analyse its Salesforce CRM data, empowering its sales organization to
identify actionable trends in sales data and make more informed decisions.
GoodData is cloud-based, simple to use, fast to scale, and free of IT and
hardware.
The implementation of GoodData tool comprised the following in a
sequence:
- Loaded the data.
- Integrated GoodData seamlessly with Salesforce.
- Built 185 custom reports for the sales team.
- Created over 40 metrics to extract intelligence from Nutricia data.

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Executive overview:
Current quarter's sales performance vs. targets
Drill-ins to remaining pipeline for the quarter
Measures most successful reps and opportunities
Multiple views into historical performance

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Product and region performance:
- Current quarter performance
- Historical performance
- Highlights for each product and every region

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vii.

Sales representatives performance management:

Complete dashboard view into rep performance:
Benchmark against other reps
Views of historical performance
Detailed look at rep activities

Conclusion: Nutricia's Manager of Sales Force Effectiveness. Sales

representatives now:
- Receive real-time reports on a daily basis.
- Have reports that are "fun and easy to use" no intimidation factor.
- Tweak reports easily against their business plans when their numbers
change.
- Create new reports to answer "what and how" questions.
Sales representatives can now easily see their performance at the territory
level and how it stacks up against other representatives. As a result, a much
stronger sense of ownership and a more motivated, results-driven sales team.

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Created intense customer obsession:
- Understand which customers need more attention, and why
- See what makes other customers so much happier
- Connect with customer moods and motivations

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A bigger picture:
Profit from a more in-depth understanding of case lifecycles
Uncover hidden trends that support immediate action
Gauge agent effectiveness through waves of case volumes
Combine insight from data spread across a wide range of objects

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Invest with confidence:
- Greater detail about where customers are (and where you should be)
- More accurate resource plans for your most profitable channels
- Understand which channels make you successful, and why

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Develop teams of superstars:
- More relevant insights into which agents need help (and which deserve
accolades)
- More targeted metrics to help coach agents
- More accurate benchmarks to track agent progress over time

Nutricia was able to achieve:

- Seamless integration with Salesforce that allows Nutricia to access its
customized sales metrics with CRM data with one click of a button
- Daily access to the most current data by way of automatic updates to the
sales metrics
- Advanced customization of reports and dashboards that draw attention to
key revenue numbers and can be sliced and diced.

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viii.

Recommendation: Extending the use of Gooddata BI tool to optimize inventory

management of Nutricia.

ix.

Limitation: Use limited only to CRM activities focussing on reporting by the

sales team.

x.

Bibliography:
http://www.aptaria.com/clients/nutricia-bi.html
http://www.softwareadvice.com/bi/gooddata-profile/
http://www.nutricia.com
http://www.datazuum.com/gooddata-platform/
http://216.243.167.26/success-stories/nutricia

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