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Building daily reports for steering existing customer marketing (X-Sell, Development & Retention) via the online channels (Control-Center App & Web).
When steering sales measures for existing customers in the online channel (Control-Center App & Web), new regular reports are introduced to measure the efficiency and accuracy of existing and new measures in a timely and continuous manner. The sales success of these measures is reflected in all business transactions in the existing customer business (X-Sell, Development & Retention) and all products. Depending on the use case, specialized reports and KPIs must be created.
Within the scope of this engagement, the following reports are to be created:
Cross-channel: Daily Active Users in the channel including conversion rate in all business transactions This report measures the number of active customers who have been targeted by a sales action, as well as their shares in company-relevant segmentations (by product ownership, cancellation status, online activity, customer age). Furthermore, the conversion rate regarding sales successes is determined per active customer to establish and optimize the effectiveness of the actions. This report is provided for a weekly steering committee with board involvement.
X-Sell: Campaign / offer performance compared to plan, as well as concrete prioritization of offer delivery A standard report should be created for precise steering of the X-Sell campaigns across all products, starting with Small Screen. As technical input, a quantitative planned number per campaign or delivery is provided and attributed as precisely as possible to the actual orders to accurately steer the performance of individual campaigns.
Development & Retention: For these business transactions, a standard report should be created that evaluates daily traffic, funnel depth, and final conversion across products based on customer page movements in the existing customer shop.
How should the service be delivered?
The final reports should be provided in Power BI on the client's reporting server and designed for regular and interactive use. The contents relevant for steering committees should be made available in an easily exportable format in PowerPoint or Excel.
The data supply for the reports should be retrieved via SQL queries from the central Data Warehouse (SQL Server). Prototype SQL queries already exist for most requested reports; these must be technically and functionally reviewed and optimized during the project phase in coordination with internal knowledge holders, and implemented in regularly maintained queries (including "code-level" documentation). The data supply for page movements and funnels (especially in the BK funnel) comes from another, not combinable data source, Adobe Analytics.
In addition to the above documentation, a documentation should be provided in the team's Confluence area that documents report usage for end users and discloses customization options and references to the data used for report developers.
Where can the service be performed from: The location of service delivery can be freely chosen by the external resource; it can be performed both remotely and at the project site 76135 Karlsruhe, Hinterm Hauptbahnhof 3. For the first project phase of about 3 weeks, presence at the Karlsruhe site (Tuesdays – Thursdays) is strongly desired.
Required profile:
MUST:
Nice to have: