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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
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What are we going to cover?
About Sage
Our Analytics Team
Preparing to Model
Using Enterprise Guide & Miner
Model Execution
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Who is Sage?
SALVIA OFFICINALIS SAGE GATESHEAD
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SAS Users at Sage UKI
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Analytics in Sage
Descriptive
(1981+)
Inferential
(2000+)
Predictive
(2010+)
Increasing Complexity
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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
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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!
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Analysing the Blind File
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Modelling in Enterprise Guide: RPM
Modelling Method: Basic, Intermediate, Advanced?
Why?- Over 100 Variables- Compare several different modelling techniques
Intermediate
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‘Miner’ Changes
Other Model Types
Sample Size
Exports
Interactive Binning
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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
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Returning to the Blind File: Combining
Variables
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Evaluation of Models
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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
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Modelling Process - Takeaways
Expectations
The Input File
Data Partnership
Results Presentation
Use the modelling bi-products
Learn from Mistakes
Use SAS
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Thank you
Any Questions?