Customer Data Analysis
These documents were created as an exercise in a type of writing I relish. Helping a client to process and analyze data in a way that helps them better serve their customers is a true pleasure. In a world where an abundance of data is always at our fingertips, the act of analyzing and making use of that data is a skill that is increasingly important. I hope to be a source of clarity and excitement for clients looking to take control of their data.
Customer Data Analysis
Created by Jackie Pasqua, JP Consulting
Organization: Quality School Supplies | Mary Wilson
wilsonm@qss.com | (123) 456 7890 | 123 Via Tellaro, Henderson, NV
Description
JP Consulting (JPC) has created a comprehensive dataset for Quality School Supplies (QSS) and optimized it for entry into a new CRM platform. In addition, QSS can use the dataset as a means of finding new leads, as well as verifying the accuracy of existing customer data.
The dataset includes existing data which QSS provided as well as additional data gathered from public forums. JPC has combined these two sources to provide a more holistic overview of QSS’s customer base as well as potential customers.
In keeping only relevant data, JPC has allowed space for all pertinent data to be displayed prominently when entered into the new CRM platform. The result is a dataset that employees can navigate and understand with ease.
Process
JPC analyzed a dataset of school district office locations based on a search of data.gov, a public, U.S. Government-run site that catalogs public-facing datasets.
JPC narrowed the initial 19,841 results to just 24 school district office locations by eliminating any results outside Nevada, QSS’s service area. Those results included 39 data points, such as address, district, and GPS coordinates.
JPC discarded many of those which would not be useful to QSS sales or customer records, finally narrowing the results down to nine data points for each school district.
The bulk of the data points JPC included involved location and contact information: district name, contact name, number, street, city, zip, and county.
JPC also included the year surveyed, which indicates 2018-2019 for all results.
Some of the data points eliminated include latitude and longitude, percentage of students enrolled in different locales.
JPC independently verified that all NV districts were accounted for, and that location data for each district was accurate.
JPC then merged our findings with QSS’s existing customer data. QSS gathered their existing data from a number of sources:
QSS Excel Spreadsheet of customer data
Physical invoices and statements
Payment log
Format
JPC added asterisks to all active customer names, and flagged districts within QSS’s sales area who have not yet ordered by highlighting them in green. JPC included a field indicating whether a customer has ordered within the last 6 months as well to identify customers QSS Sales Associates may want to reach out to.
41% of school districts highlighted are active customers, and 80% of active customers have ordered within the last 6 months. This leaves 59%, or 14 school districts, to reach out to as potential customers.
Notes on Use
JPC’s flagging of potential customers clearly will allow for QSS Sales Associates to identify where to send promotional materials or make cold calls.
Visualization
