Channel Analytics Infrastructure
The foundation of a sound analytics strategy is a sound infrastructure. Best practice requires identifying required data sources for channel reporting and analytics, data cleansing and maintenance, and the development of a data mart. The channel analytics infrastructure may be managed by the IT department or reside with the global channel organization. In either case, there must be strict centralized control and governance regarding the data and data mart with a dedicated data analyst who checks the data sources, develops the data tables, and links the required sources of data.
A sample framework for a channel analytics data mart includes four components:
- A partner master containing accurate partner names (avoiding duplications) and their attributes (Type, Status, Geography, etc.). The partner master usually resides in the company’s CRM or on a separate PRM platform.
- Program membership, which records the status of partner program eligibility, participation, and payments for all partner program components and incentives.
- Program performance, which is linked to the company’s source of indirect sales data and contains partner and product information together with revenues and incentive performance.
- Product master, which is also linked to the central sales source and includes the product, product line and business unit hierarchy.
Partner and Program Performance Dashboards
Depending upon the depth and functionality of channel operations and of the reporting programs provided with the PRM platform, a set of partner and program performance dashboards, produced by a platform such as Tableau or QlikView, can help meet additional reporting requirements. Below are examples of dashboards with the functionality and content we believe are essential for effective channel management.
Channel analytics provide insights into partner and program performance that inform management regarding channel strategies and optimize channel investments and include partner performance, Incentive performance and market performance.
Keep in mind that channel analytics are focused on measuring both partner and program performance against agreed-upon KPIs.
About the Author
Chief Strategy Officer Claudio brings over 20 years of global channel marketing experience to Perks. He is a loyalty marketing expert with broad knowledge in strategy development, market management and channel sales planning, who has developed and executed major go-to-market programs for a variety of vendors, including AMD, Bing, Cisco, Dell, EMC, IBM, Kaspersky, Lenovo, Microsoft, Motorola, Seagate, Symantec, and VMware among others.Claudio is a management strategist with cross-functional expertise in business, finance, sales and marketing, strategic planning, and customer relationship management; an area he has excelled at by executing complex CRM implementations, customizations, and business process re-engineering for CRM applications. He keeps current with changes in technology and is passionate about the business implications of new technology. Claudio is an avid social media user and early adopter of social CRM.More Content by Claudio Ayub