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New Data Grows Growth

Situation :

A seed supplier gave a newly created data set to an ad agency engaged to develop growth strategies. The data contained three years of multi-channel sales history they expected to give new insights about their customers and market sales performance.   However, neither company had analysis expertise immediately available to deliver two main objectives:


  1. Turn the raw data into growth-driving strategic insights

  2. Create new approach to set and manage sales goals

Insights  :

The database of sales to distributors and end-user customers could help the company understand purchase behaviors across channels and sales territories and provide new information to guide sales management and product development.   Project priorities included:


  • Assess the overall data quality

  • Develop an approach to segment and quantify distributor behaviors

  • Develop county-level market share analysis

  • Design sales representative-friendly reporting capability

Outcomes :

After four months the company received a new sales planning and management tool to increase sales, better understand customers and improve data quality to support ongoing analysis.


  • Sales opportunity analysis and customer behavior maps presented in Tableau supported flexible reporting and analysis

  • Distributor partners were profiled for growth planning based on quantitative and qualitative analysis

  • The data set was “cleansed” after significant inconsistencies were identified


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