Data driven marketing by integrating sales operations with the marketing function for brocade communications Pvt. Ltd.

Abstract

Objective: This project study analyzes the effectiveness of various types of campaigns used by Brocade when positioning its products and solutions to different customers. This is required for the company to be able to effienctly utilize its resources for maximum benefit and returns. The data set provided has been filtered by certain criterion and suited for analysis through SPSS tool. Various attributes such as focus industry of the customers, their annual revenue, number of employees worldwide, campaign type used by Brocade and opportunity status are used for the analysis through Logit Regression. Findings: Analysis helps us to conclude that: v Customer s industry type has positive relationship in determining the success of an opportunity v Campaign types used by Brocade has a minimal positive relationship with the opportunity status. In many instances, this relationship could be attributed to chance as well (as implied by the significance level returned by SPSS tool) v Customer s annual revenue and number of employees do not seem to have any relationship with the success or failure of the opportunity pursued. Thus, it may require no less effort for a small customer vs a large one having multi-billion $ revenues employing thousands of people. Limitations: Following limitations are worth noting: v Data content seems to be modified by Brocade s sales team instead of further updates being added for the same account. Thus incremental changes and process followed are lost for detailed analysis. v The entire data set available (for APAC region) if considered for analysis was highly skewed with most of the entries representing a lost deal (35 won vs 2400 lost ). Hence, the data set was confined to ~110 entries through multiple filters. v Attributes such as annual revenue and number of employees could not be obtained for many companies from the public domain. These along with data for many other companies were extrapolated hence. This extrapolation could definitely have had impact on the results obtained.