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Marketing Manager: How to let the data speak?

With the low-profit era, enterprises should continue to be successful, is bound to the enterprise managers the requirements of validity and accuracy of decision-making will also be increasing. Do the right thing and less to do the wrong thing, it becomes a choice for managers.
other changes in the external market environment companies are also getting faster and faster, while in many industries, enterprises are facing increasingly fierce competition, so that changes based on market conditions and competitor actions that need to be taken of the marketing response also needs to be further strengthened, that is, rapid decision-making of enterprise managers of a higher requirement. So how can we improve the decision-making
correctness, accuracy and rapid as well? I am marketing manager of advice: let the data speak.
how to tell you the current status of the data? Today, I summarize a few key aspects of their own compared to that with you to discuss, to learn from each other, find the data in an efficient and practical manner of speaking.
First, data and sales analysis
in China, most companies have sales, but little marketing, we can see the importance of marketing for Chinese enterprises, so let us first look at the data the application of the sales analysis.
sales analysis will generally be between five groups analyzed: volume and time, and regional sales, sales and product, sales and channels, input and output, one by one to be outlined below.
sales and time. As long as we have established sales and month and year of data reporting, in addition to plot the sales trends, we can draw three sets of useful data: by the amount of growth and chain growth rate, cumulative growth in volume and growth rate of fixed base, an volume and an increase of growth rate. By growth in volume and from the chain of growth rate, we can see how fast the growth rate in those periods, so they know that time and relatively more successful during that time failed, and further that lead us to study targeted and find success and failure; from the cumulative growth in volume and growth rate of fixed base, help us to present the results obtained by an objective evaluation, and to avoid being affected by the data in recent months; from an increase of volume and an increase of speed, help us to detect changes in market conditions or changes in marketing effectiveness. Because the data are more for the easy understanding, we provide sales and indicative time table, see Table 1:

sales and regions. If we established a sales data report with the region, we can draw a pie chart of sales and regions, from the pie chart we can see a very intuitive sales in those regions is relatively large, relatively small sales in those areas, so at least we know who is our key markets, which is our market to be developed to direct the next step for us the basis for guiding decision-making.
sales and products. Similarly, if we established a sales and product data reports, we can draw a pie chart of sales and products, from the pie chart we can see a very intuitive sales of those products is relatively large, sales of those products is relatively small, so at least we know those are our key products, and those are our products to be developed, thus contributing to our limited resources to achieve the most effective configuration.
sales and channels. Further if we also set up sales and channel data reporting,[link widoczny dla zalogowanych], sales and time are similar to the above data table, and the volume and channels of the pie chart. We can know the current channels that play a major role, and also from the sales channel and time table, we can see changes in each channel, which will help the enterprises to grasp channel trend, make a scientific decision-making channels .
inputs and outputs. This is all the bosses are most concerned about, have the data Needless to say, you can rest assured that while your boss can allow himself to be assured that the most important is we can know what time of the promotion of the relative effect of the best.
above analysis of the sales were made between five groups outlined, in fact, we can further five sets of relations between relations in a comprehensive analysis together, but also draw more useful conclusions. For example we have sales and regions, and product sales, channel sales and joint analysis of the relationship between the three groups, perhaps we can know that in key areas, we should focus on promoting those products, focusing on those that promote the development of channels. The relationship between other groups of the same combination, would be valuable, will not go.

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