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GROUPS:
Business Analytics
Data Science
Economics
Graphics and Visualization
Graphs and Networks
Wolfram Language
1
Fredrik Doberl
[Notebook] Visualization of Direct and Indirect Sales
Fredrik Doberl
Posted
1 year ago
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Advanced Analytics - Visualizing Direct and Indirect Sales
Diagram - Analyzing and Visualizing Direct Indirect Sales
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In the Nordic IT related professional services market, it is common for customers to strive for having a few suppliers. This means that niche companies sometimes have to sell their services through a large company - a middleman - referred to by the client’s purchase department. The contracts for the large companies are time limited which means that the niche companies contract with the client are at risk.
As a part of recent advisory project with a client , I wanted to visualize how a company had most of its revenues in direct relationships and - for the indirect revenues - that the relationships with its customers survived the change of middleman.
In a dialogue with the client we came up with the graph above.
An explanation:
- The company itself is the light grey node in the middle.
- An edge to a light green node shows a direct relationship. An edge to a yellow node shows an indirect relationship to an indirect customer. Indirect customer are coloured to in darker green. Light orange nodes are middlemen that have changed during the period.
- The size of green nodes shows the revenue during the last 18 months. The time window (18 months) was selected based on project length, not financial year.
The visualization shows that most of the clients are direct. Also, it shows that in some cases the relationship to indirect customers survive the change of direct supplier. These are the light orange nodes.
Work flow - Analyzing and Visualizing Direct and Indirect Sales
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This is not the ideal format but given the client’s specific configuration of CRM and ERP systems and limited resources for extracting & compiling the data it was the format that it was agreed to work with.
Building the graph
First, for each customer, we find the indirect partner and delete duplicates.
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The initial graph clearly shows that most customers are direct. But it is missing the the relative size and the interesting property that the company has survived changes of intermediaries isn’t highlighted.
Annotate the graph
The goal is to high light different subsets of the nodes
First, we identify all graph elements that are direct customers. The code below detects all graph components where at least one is the company "C".
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Last, we create the graph by using the HighlightGraph function
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Discussion - Visualization Direct/Indirect Sales
An traditional visualization of direct vs indirect sales is a pie chart, see below.
In the project, this diagram would have lost relevant information that was available in the CRM and ERP systems. Information that showed the strength of the company’s relationship to its customers despite the middlemen. Also, in the pie chart, information about the relative size of the customers and the number of middlemen are lost.
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In the advisory project for the client, the visualization generated good dialogues about the company’s “go to market” strategy and how this could be developed as part of a potential acquisition.
POSTED BY:
Fredrik Doberl
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