Spotfire Sales & Marketing Analytics Delivers Faster Market Insight

Spotfire DecisionSite’s analytical applications align with customer processes to better define targeted marketing and sales strategies, adjust to shifts in market share positions, and maximize brand and product performance. Spotfire’s visual analytic approach improves customers’ understanding of the impact of the marketing mix, by enabling sales and marketing executives to quickly and easily capitalize on unanticipated relationships discovered within diverse market and sales information. Using DecisionSite, sales and marketing professionals can establish an information advantage over their competition by combining market intelligence gained from the analysis of industry-leading data sources, such as ACNielsen™, IRI™ and IMS™ with actionable insights derived from analyzing product, customer or sales data from internal systems, such as SFA, CRM, POS and ERP data sources.

“Past investments in enterprise applications, such as enterprise resource planning and customer relationship management, have resulted in enormous amount of data within organizations,” wrote Gartner, Inc. Principal Analyst Colleen Graham, in a March 2, 2005 research report titled, BI Software Becoming a Top Priority for CIOs. “These organizations want to leverage those investments and use that information to help them make better decisions, be more agile as an organization and get better insight into running their business.”

Analytics are required to drill beyond “what” and into “why” in sales, syndicated market, consumption, and survey data in order to bring true market intelligence to marketing and sales force execution. DecisionSite enables sales and marketing professionals to quickly and interactively analyze market and sales data to identify and capitalize on unique and often overlooked trends. DecisionSite helps firms manage their sales and channel effectiveness and better match sales investment with revenue impact to increase market-share. The application also helps consumer marketers capitalize on customer behavior and use advanced segmentation to improve campaign response and customer loyalty.

“The information we need to make critical business decisions is hidden in massive amounts of sales and market data,” said Dr. Juergen Guenther, Customer Operations Manager for Lilly Critical Care Europe. “DecisionSite allows us to quickly identify trends and outliers that can mean the difference between a successful and under-realized sales quarter in a given territory or district.”

“Analytic applications built with DecisionSite have helped to reduce analysis turnaround time and improve our understanding of sales, demographic and geographic data,” Dr. Guenther continued. “By using the dynamic on-line filtering and analysis tool in DecisionSite, discussions on market data move quickly from talking about perceptions and opinions to meaningful ‘what if’ analyses. Using good data visualization with context in discussions simply leads to better decisions.”

DecisionSite quickly pulls together data from different sources and enables users to manipulate and interact with that data, based on the business questions they are trying to answer. Unlike static presentations, reports and spreadsheet applications, DecisionSite enables users to visually explore large and complex data sets, and easily leverage existing algorithms and models from systems such as SAS™ and S-PLUS™. With one-click, role-based access to information and analysis results, DecisionSite creates a real-time dialog between market researchers, product managers and sales managers with interactive analyses that allow others to see and comment.