Digital Sales Performance Analytics (USVConnect)
- Customer
- USV Pvt. Ltd
- Project manager on the customer side
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- IT Provider
- USV Private Limited
- Year of project completion
- 2024
- Project timeline
- June, 2023 - February, 2024
- Project scope
- 5500 subscribers
- Goals
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To deliver role based sales performance analytics for the USV sales force comprising of 5500 employees with below hierarchy.
1. 7 layer employee hierarchy from sales representative, Area Sales Manager, Regional Sales manager, Zonal Sales manager, National Head, Business Unit Head and CMO.2. 2800 plus customers3. 700 plus products4. 3 countries, 9 zones, 100 plus regions and 500 plus territories
Duration for the analytics distribution:1. Daily2. Monthly3. Fortnightly
- Project Results
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The sales analytics backed by automated distribution ensure material sales review process across the sales team with improvement in below KPIs:
1. 8-10% increase in process compliance2. CMO contributed 0.75% sales growth to this initiative3. Data driven business decision in terms of team expansions and target revisions
The uniqueness of the project
1. Users volume ( 16 divisions, 3 BUs and 5500 employees)
2. Automated distribution on tablets
3. Near real time data
4. Data sources in form of ERP, CRM, Event management system and e-Detailing
2. Automated distribution on tablets
3. Near real time data
4. Data sources in form of ERP, CRM, Event management system and e-Detailing
- Used software
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Data lake deployment with AWS services
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APIs suit for source systems
- AWS services for ETL tools
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Shell and Python scripts
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- Difficulty of implementation
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Most of the challenges were around functional KPIs being agreed at all levels.
Technology challenges included the below aspects:1. Logs and error handling at the background jobs management2. Sales and employee hierarchy management due to attrition
- Project Description
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Below analytics notebooks by roles were delivered in the project
Role: Sales Representative1. Primary sales by brand, customer and territory2. Secondary sales by stockiest3. Sales targets vs actual with all requisite dimensions4. Effort analysis (Key HCPs, Visit frequency, process compliance)5. Training adoption and complianceRole: Area Sales Manager
1. Primary sales by brand, customer and area by sales representatives2. Secondary sales by stockiest3. Sales targets vs actual with all requisite dimensions4. Effort analysis (Key HCPs, Visit frequency, process compliance)5. Training adoption and compliance
Role: Regional Sales Manager
1. Primary sales by brand, customer and region by ASMs2. Secondary sales by stockiest3. Sales targets vs actual with all requisite dimensions4. Effort analysis (Key HCPs, Visit frequency, process compliance)5. Training adoption and compliance
Role: Zonal Sales Managers1. Primary sales by brand, customer and by RSMs2. Secondary sales by stockiest3. Sales targets vs actual with all requisite dimensions4. Effort analysis (Key HCPs, Visit frequency, process compliance)5. Training adoption and compliance
Roles: National head, BU head & CMOThe project involved below milestones:1. Solution architecture design
2. Analyzing the underlined source systems
3. Identifying the integration layer and respective APIs
4. Data lake deployment
5. Data warehouse deployment6. Presentation layer design and development7. Analytics distribution with notifications
- Project geography
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One company code with 5500 employees, 16 teams
- 31 states in India
- Sri Lanka
- Nepal
- Additional presentations:
- USV Data Lake- High level architecture (1).pdf