Ascent 5 Sales Analysis
Client Project
Project Type: Data AnalyticsÂ
Date: December 2023 - January 2024
Location: Dallas, TX
Skills & Tools: Python | Pandas | Geopandas | MatPlotLib | Excel | Data Cleaning |
Data Processing.
Achievements of Project
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Utilized advanced data analytics tools, including Python, to revamp Ascent 5's sales reporting system. This improved recording accuracy, streamlined data access, and boosted reporting efficiency, enabling precise, individual agent performance evaluations without manual data checks. Reducing individual agent checkup times by 50% without compromising effectiveness.
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Cleaned and processed over 1600 rows of data to create a temporal analysis of sales data using Python, highlighting the effectiveness of seasonal incentives on agent performance.
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Cleaned and structured geographical sales data by splitting address columns into zip code, city, and state using Pandas and visualized using Matplotlib and Geopandas to guide targeted decisions on territory expansion, leveraging insights to prioritize high-performing areas and evaluate potential new territories for expansion plans, while ensuring proper resource allocation.
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Initiated a pilot program to test proposed strategic incentives during slows sales periods and increased installed sales by 11%.
Executive Summary
Ascent 5 operates as a third-party marketing and sales entity, collaborating directly with a distinguished Fortune 500 telecommunications corporation. The company's primary focus lies in the execution and management of sales and marketing campaigns within the Dallas-Fort Worth metropolitan area. This formal engagement involves the strategic development and implementation of marketing initiatives, designed to enhance the visibility and market reach of their partner organization.
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The current reporting mechanism at Ascent 5 exclusively tracks paid sales, which are recorded two weeks post-installation. This method fails to capture the total number of sales transactions completed within any given period, thereby providing a fragmented view of sales activities. For instance, if Agent A secures 10 sales in a given week but only receives compensation for 2 within the reporting period, the system records merely these 2 paid sales. This limitation necessitates manual verification for each agent by management, a process that is both time-consuming and inefficient given the number of agents under supervision.
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The need for a comprehensive and transparent reporting system is crucial, as it will aid in pinpointing areas requiring enhanced training and resource allocation to potentially increase both the volume of sales and installation rates.Detailed Findings and RecommendationsTemporal Variations in Sales PerformanceAnalysis of weekly sales data revealed a significant increase during the week of November 20th (Week 8), coinciding with Black Friday and Thanksgiving.
Discussions with the management team uncovered that seasonal incentives were offered to agents during this period, including increased commissions and tiered prizes for top performers. This strategy effectively stimulated a competitive environment and drove higher sales volumes.
Strategies for Enhancing Future Sales
Historical data indicates a pattern of slow sales at the beginning of each quarter, with a noticeable dip towards the end of the fourth quarter. To counteract this trend, it is recommended to introduce strategic incentives during these identified periods. Such measures could serve to elevate agent motivation and performance.
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Implementation of Competitive Recognition Programs
To foster a culture of achievement and inclusivity, the introduction of recognition categories for different levels of experience is advised. For instance, awards like "Rookie of the Month" would encourage new agents, while "Trainer of the Month" could incentivize experienced personnel to contribute towards the training and development of their peers. These initiatives are expected to enhance team cohesiveness and overall performance.
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Action Steps
We propose the development of a pilot program incorporating these recommendations, with a subsequent evaluation period to assess impacts on sales performance and employee engagement. Feedback from these initiatives will guide future strategic decisions.
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Agent Performance and Development Insights
Top Performing Agents by Sales Volume
Our analysis identifies the three agents who generated the highest number of total sales:
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Jesus Garcia: 217 sales
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Cedric Bloxson: 210 sales
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Edith Herrera: 189 sales
Comparison with Installed Sales
It is crucial to differentiate between total sales and installed (paid) sales to accurately evaluate performance. The top performers based on installed sales are:
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Jesus Garcia: 112 installed sales
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Junior Limon: 80 installed sales
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Mackenzie Perry: 74 installed sales
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This discrepancy highlights the need for a more nuanced understanding of sales performance beyond mere numbers.
Further analysis reveals agents excelling in both sales volume and installation rate:
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Jesus Garcia
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Mackenzie Perry
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Juan Munoz
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Junior Limon
These individuals demonstrate exceptional sales acumen coupled with high installation rates, making them prime candidates for promotion or increased recognition.
Focus Areas for Specific Agents
Improvement in Installation Rate
Cedric Bloxson, despite a high sales volume, has a markedly low installation rate of 10%, significantly below the company average. This indicates a potential gap in either customer follow-up or finalizing sales effectively, warranting targeted training to enhance his installation skills.
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Training Needs in Sales Closure
Denise Awoyemi is identified as requiring additional training in sales closure techniques. She currently drives the least amount of sales among agents handling more than eight customers. Notably, Francisco Martell, though listed, spends only a fraction of his time on direct sales and thus is not included in this assessment.
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Enhanced Training for Installation Rates
Both Cedric Bloxson and Edith Herrera, while achieving notable sales volumes, have subpar installation rates of 10% and 20%, respectively. Focusing on quality over quantity and enhancing their customer engagement strategies could significantly improve their performance metrics.
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Territory Analysis For Potential New Offices
Key Geographical Insights for Strategic Business Decisions
Understanding the geographical distribution of sales is paramount for Ascent 5, particularly in guiding strategic decisions regarding territorial expansion and resource allocation. The identification of high-performing cities and zip codes forms the basis of our strategic planning, ensuring optimal placement of resources and sales agents.
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Top Performing Cities
Our analysis indicates that the majority of sales transactions are concentrated in the following cities:
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Dallas
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Irving
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Lewisville
Top Performing Zipcodes
Further granularity is observed in the sales distribution across zip codes, with the highest volumes recorded in:
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75067
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75216
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75211
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75217
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75061
Ascent 5 frequently receives offers from clients to open stores in new territories. These offers are typically tied to specific zip codes or cities. Armed with data on our strongest performing areas, we can make informed decisions about whether to expand into new territories or consolidate our efforts in proven regions. This is particularly vital given the current constraints on our resources.
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Strategic Recommendations:
Resource Allocation: Prioritize maintaining and possibly expanding resources in high-performing areas to capitalize on established customer bases and proven sales success.
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Evaluation of New Territories: When evaluating potential new territories, compare the offered locations with our list of top-performing zip codes and cities. This comparison will indicate whether the new territory is likely to yield a high return on investment.
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Risk Management: Avoid expansion into lower-performing territories unless significant market research suggests potential for growth. This cautious approach will ensure that existing resources are utilized effectively without unnecessary risk.
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Conclusion and Recommendations
Implementing a more comprehensive sales reporting system and strategically timed incentives can significantly influence sales dynamics and employee motivation at Ascent 5. These changes are anticipated to not only enhance direct sales outcomes but also promote a robust and supportive work environment conducive to sustained growth and success.
This detailed evaluation underscores the need for targeted developmental interventions that align with individual agent performance metrics. By refining our training and recognition programs, we can not only enhance individual agent performance but also drive overall organizational growth and efficiency.
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In terms of territory the strategic allocation of resources based on geographical sales data will enable Ascent 5 to optimize its market presence and enhance profitability. This approach ensures that expansion efforts are aligned with historical performance data, thereby maximizing the likelihood of continued success.
