new customer acquisition at sage: a more scientific approach€¦ · new customer acquisition at...

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?