Explicato Company Overview
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Transcript of Explicato Company Overview
www.explicato.com
EXPLICATO: PROVIDING ADDED VALUE FOR THE
RETAIL
www.explicato.com
This deck is a top-level summary of Explicato’s capabilities and IT research, analytics and development team and our understanding how to bring value to our retail customers.
Business model: overview
Research and consulting services
DWH and BI platform: key benefits
01
03
Sample Reports and Analytics 04
Social media analytics 05
02
Intro &Content
www.explicato.com
ExplicatoValue Added Proposition
www.explicato.com
01
We focus on the relations between retailers and customers combining business analytics and IT technologies
Deep understanding ofcustomers’ motivationalperceptions, discoveringdifferent consumersegments by economy anddemographiccharacteristics
Precise estimation of thepotential of a business modelmeasuring customer volumesby segments, territories andsocial groups
Design of the rightstrategies based on theright statistics, analyticsand knowledge aboutcustomers and thedecision drivers thataffect them
External consultancy andproject managementstarting from the businessdiscovery to the UAT phasesensures that the IT solutionsand implementation willmeet the needs of thebusiness
www.explicato.com
MarketResearch
o Unique research methodologyUnlike other research practices, our methodology is focused on the end customer. All
market researches in the FMCG retail field usually aim to analyze the statistics for sales of goods by: categories, brands, territories and economy environment trends. We provide the missing extra dimension - the customer. We strongly believe that knowledge of the customer as a person with his/her motivational drivers, expectations and satisfaction levels is key to retail success.
o All retail industries coveredOur research methods allow for post research analysis to discover consumer behavior
across industries. This approach provides perspective on how the customer spends his/her overall budget and discovers opportunities for cross-loyalty partner networks.
Supermarkets GAS STATIONS CLOTHES & ACCESSORIES
02
www.explicato.com
o Customers’ motivational perceptions insightsThe customer is much more than a statistics unit. Various drivers are affecting his/her
decisions and different approaches can affect customers from one group (e.g. demographic) in a completely different ways because of uncovered reasons.
Base N=1000, All respondents
4
1
4
5
5
7
7
8
23
36
2
0
2
3
8
12
2
11
27
32
Current Loyalty…Future loyalty program
I can control my spends better
Gives me chance to buy the most modern and popular products on the market
Gives me chance to buy the best quality products on the market
Helps me feel I am part of a special group clients
Gives me chance to buy products, which are not available on the general market
Opportunity to gain bonuses which I can spent when I want
Makes me feel more sure when choosing particular items
I can use one and the same loyalty program across different entities
Makes the shopping pleasure last longer
I don’t have any benefits
02MarketResearch
www.explicato.com
Total Participants Non-participants
0
13
18
21
23
24
28
30
3335
40
42
53
56
60
67
67
74
0 50 100
Other
Own brands
Enough…
Good…
All brands…
Products…
Parking lot
Long…
Loyalty…
Good…
Overall…
Good…
Fresh…
Good location
Product…
Big variety…
Lower prices
Quality…
1
16
20
23
23
24
28
29
36
41
4143
53
55
67
68
68
73
0 50 100
Other
Own brands
Enough…
All brands…
Good…
Products…
Parking lot
Long…
Good…
Overall…
Loyalty…
Good…
Good…
Fresh…
Product…
Big variety…
Lower prices
Quality…
1
5
816
17
19
23
25
29
29
35
36
38
46
57
60
63
69
0 50 100
Other
Own brands
Loyalty…
Enough…
Good…
All brands…
Parking lot
Products…
Good…
Long…
Good…
Overall…
Product…
Fresh…
Big variety…
Good…
Lower prices
Quality…
MarketResearch
Main drivers affecting the decision “where to go shopping
02
o Customer drivers researchThe drivers that affect customers’ decisions are not predefined constants but variables
that may be influenced through a proactive approach. You can not change the location of a store easily, but you could make other drivers more important for the customer.
www.explicato.comwww.explicato.com2
Potential Assessment
Definitely yes32%
Most probably
yes34%
Not sure23%
Most probably
not7%
Definitely not4%
Definitelyyes39%Most
probably yes38%
Not sure17%
Most probably
not3%
Definitelynot3%
0%
5%
8%
12%
23%
92%
Other
Mobile app
Client's profile…
Chip-card
Casher receipt
Plastic card
Total Already participating
Main decision triggers (top 2 boxes)
Main Communication Channels
Most preferred technical device
Base N=1008, All respondents
85% 91% 80% 75% 72%55%
3%
Pri
cere
du
ctio
n o
fp
arti
cula
r…
Pri
cere
du
ctio
n o
fal
l pro
du
cts
Acc
ess
tosp
ecia
l pri
zega
mes
an
d…
Acc
um
ula
tio
no
f b
on
us
po
ints
fo
r…
Vau
cher
s o
rp
rize
sex
chan
gab
l…
Lott
ary
and
pri
ze g
ames
Oth
ers
3%
3%
5%
6%
8%
12%
13%
13%
16%
19%
27%
28%
55%
55%
77%
Radio news
Not interested
Articles in electronic media
Special articles in printed…
TV news
Company employees
Radio Ads
WEB sites
Ads in printed media
Social Networks
Billboards/Printed ads
Internet
TV ads
Friends/Relatives
Printed materials in shops
Base N=665,Would participate in future loyalty program
02
o Drill-down into retailer-specific findingsBased on our research we can extract specific findings for a specific retailer and
determine the segments of customers which are recognized as target groups.
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LoyaltyStrategy Design
Retailer’s
sales data
Customer basket
analysis
DED
ICA
TED
CA
MP
AIG
NS
Other SystemsLoyalty SystemPOS System
Retailer IT
infrastructure
Transactional sales
and loyalty data
Incremental data loads
following own designed
data model Points
Earn & burn
Discounts
Promo
Information
Privilege
02
o Discovery and establishment of value chains
between retailers and customersLoyalty results from establishing strong value chains between retailers and customers.
For the customer 'value' means much more than discounts, bonuses and vouchers - it also means access to special offers designed with deep understanding for their particular needs, information, and privilege attitudes.
www.explicato.com
ExplicatoDWH & BI
03
o Predefined database models of retail specifics Our deep knowledge in retail and IT environment helped us develop a uniform
database model giving ready-to-use solutions to retailers from the start and a platform fordevelopment of advanced analytic tools following the specifics of a particular organization. Thepredefined database model can reduce time and costs for BI integration up to 90%.
o Cloud based solutionNo need for big investments in servers, storage, software licenses and administration.
Practically no risk of data loss along with the highest standards for data security.
o ETL that is easy to adapt to rough data sourcesThe ETL extracting data from retail systems is designed to cover various retail system
standards like POS, BOS, HOIS, Loyalty, etc. Our goal is to have a pre-developed ETL for the mostcommon systems in a given market to reduce the integration time and cost to the minimum.
o Advanced analyticsOur goal is not just to provide the next-in-row reporting solution but real value for the
business by advanced analytics. We believe that Big Data should not be seen as the purpose, but as a tool to reach deep understanding of the retail business.
o Fully web-based front end panelWe offer practically unlimited ways to access the BI front end using your laptop, tablet
or smart phone. No licenses for desktop applications, no requirements for devices, no additional costs for support and maintenance. All this, with access fully secured by SSL certificates.
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Sales by Store and Product Sales of Promoted Items
Sample Dashboard for the Store Manager Activity by Cardholder
ExplicatoDWH & BI
04
o Operational report samples IOperational reports cover sales and loyalty activities and build on the reports of
existing systems like POS, while avoiding full duplication.
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Store performance by visits, sales and average purchase
Store performance by hour of the day (filter by weekday and period)
Cashier performance
Activity by Cardhoder
At-glance store status for the store manager ( to be included in the dashboard)
Customers Total Sales, Th Average Purchase Points Issued Points Burnt Points Balance
862 937,795 1,088 15,500 22,000 523,4658% 2% -5% 3% 47% 0%
04
o Operational report samples IIThe reports are designed to provide management with a full view of operations and
their efficiency.
ExplicatoDWH & BI
www.explicato.com
Analysis of promotional activity – sales before, during and after a promo
Effect of promotion on age group by average weekly purchase
Targeting a promo campaign to specific customers Bonus points earned and burnt by age group for a time period
o Analytical report samplesAnalytical reports aim at providing the right tool for actionable insight covering the mix
of sales, loyalty and promotional activities.
04ExplicatoDWH & BI
www.explicato.com
Coverage and Technology
Social media Analytics
05
o Integrated social media and analysis toolsExplicato and its development team can currently integrate the following social media and analytical tools:
Facebook;Adform;Gemius;Google (Adwords and Analytics);Sklik.
o How it worksDetailed data is collected from a specific social media page, e.g. Carrefour’s Facebook profile and not from the
Internet in general. The connection is established through configurable connectors (via APIs). The company providescredentials for their profile to be used by the connector and a data collection engine is set to run on a specified timeinterval (hours, days, etc.). The data is initially stored in its original form and then aggregated in accordance to therequirements of the client. Data grouping and transformation is addressed in a flexible and customized way so new dataelements can be added without additional development effort as well as to meet changes in user requirements for the dataaggregation. The processed data is stored in a database for convenient use and further analysis.
www.explicato.com
Social media Analytics
05
Data and Analytics Potential
o Type of collected dataThe engine collects data for:
- Page likes;- Post likes;- Number and content of post comments;- User data aggregated by age group, geographical factors, gender;Note that specific user data such as login name is not provided by social media sites.
o Data usabilityAll dimensions of collected social data could be crossed in any possible way to produce valuable insight for the
specific needs of a customer. The data could be analyzed on its own or in conjunction with sales and loyalty data for deeperand broader actionable insight. Example of such analyses include.
- Popularity of the company profile and its dynamics over time;- Brand awareness;- Website user profile by demographics and locations;- Activity of web-site user groups in terms of visits, likes and comments for specific time intervals or posts;- Targeting of promotional campaigns;- Promotional campaign analytics - effectiveness and success;- Text analytics to explore the user reaction to a post (promotional message, product review, etc.);- Introduction of new products or product bundles;- Test success of a retail activity through analysis of the comments.
Combining data for sales, loyalty and activity on the social media page could produce a universe or possibilities for ananalytical-minded organization and many options to explore for the less analysis-savvy ones.
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ValueChain