Competency

Identify contemporary analytical tools used in various business environments.

Scenario

You are a Sales Executive working for the Datalytic software technology company. One of the products that your company sells is a web analytics tool. Your company promotes that your web analytics tool is one of the best on the market.

Your job is to present a sales presentation on your company’s web analytics tool to a potential customer named Parts Direct. This company has a need to harness insight from website traffic. They are an online retailer selling thousands of automobile parts; however, they feel that they are missing out on sales opportunities. Some of the information Parts Direct has shared in advance is that they do not understand their own customers, they do not understand their website traffic, and they want to convert more browsers into paying customers. They maintain an inventory of popular parts at four regional fulfillment centers, and they use third-party providers to fill orders of less popular and specialty parts. Parts Direct is reaching out to your company because they are familiar with your brand.

You have to demonstrate to Parts Direct that you have the knowledge to advise them on addressing their business needs. You also need to explain the website analysis concepts that directly relate to their business problem and show them how your website analytics tool can help. Give your website analytics tool a name. You should model your company web analytics tool off of similar tools on the market.

As part of your sales presentation, remember that your company solution should address their needs. Too often salespeople promote an out-of-the-box solution, which is generic. You do not want your web analytics tool to come across this way, but rather illustrate to Parts Direct exactly how their business needs will be met by the tool.

Instructions

In preparation for the meeting with the potential customer, your manager has asked you to create a PowerPoint presentation that incorporates the following:

·        Introduce the concept of web analytics and the types of business problems it can address.

·        Clarify what types of issues web analytics can address and what are some of the limitations.

·        Describe for the customer their own business problem so that you show them you understand their needs.

·        Explain how their needs can be addressed with a web analytics tool.

·        Explore the insights that can be gleaned from their specific type of website traffic.

·        Walk the customer through an ideal clickstream flow, from browser to paying customer, and discuss some areas where the customer may abandon their search.

·        Address how their website traffic sources will be uncovered.

·        Describe how their website traffic will be measured.

·        Correlate specific website analytics tool features with their business problems.

·        Your presentation should be informative and illustrative. Use sample web metric dashboards as visuals in your presentation (Visuals should come from your chosen web analytics tool).

·        Compare your chosen tool (Datalytic tool) to other web analytics tools on the market.

·        Include speaker notes that provide further clarification and explanations.