CRM Dashboard for Square Yards: An Application of Business Analytics

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1 Business and Management Research Journal Vol. 6(2): 1-11, February 2016 Available online at ISSN: International Research Journals Full Length Research Paper CRM Dashboard for Square Yards: An Application of Business Analytics Preeti Gaur 1 and Monika Arora 2 1 PGDM II Student, Apeejay School of Management, New Delhi, India 2 Associate Professor, Apeejay School of Management, New Delhi, India ABSTRACT Square Yards Group is the No.1 pan-india organized real estate advisory for residential properties. Growing at a scorching pace, it has established presence in 20 cities and 5 countries across the globe within a short span of 18 months. Backed by the competence and impeccable service quality of more than 600 employees across the globe are working with square Yards. Business analytics refers to the skills, technologies, practices for continuous iterative exploration and investigation of past business performance to gain insight and drive business planning. Business analytics focuses on developing new insights and understanding of business performance based on data and statistical methods. In contrast, Business Intelligence traditionally focuses on using a consistent set of metrics to both measure past performance and guide business planning, which is also based on data and statistical methods. BI encompasses a variety of tools, applications and methodologies that enable organizations to collect data from internal systems and external sources, prepare it for analysis, develop and run queries against the data, and create reports, dashboards and data visualizations to make the analytical results available to corporate decision makers as well as operational workers. In this paper, it discusses the usage of BI tool as Dashboard. This paper discusses the BI application in Sales register of CRM department. The Relationship Managers of Square Yards can use such tools to analyze the transactions made from the customers. Keywords: Business Analytics, Business Intelligence, Dashboard, Square Yard INTRODUCTION Business Analytics is a disciplined approach for introducing and managing change to organizations, whether they are for-profit businesses, governments, or non-profits. Business analysis is used to identify and articulate the need for change in how organizations work, and to facilitate that change. The value of business analysis is in realization of benefits, avoidance of cost, and identification of new opportunities, understanding of required capabilities and modeling the organization. Through the effective use of business analysis, we can ensure an organization realizes these benefits, ultimately improving the way they do business (Evelson, 2010; Evelson & Norman, 2008, Henschen, 2010). Business intelligence (BI) is a broad category of application programs and technologies for gathering, storing, analyzing, and providing access to data to help enterprise users make better business decisions. BI applications support the activities of decision support, query and reporting, online analytical processing, (OLAP), statistical analysis, forecasting, and data mining. BI includes a set of concepts and methods to improve business decision making by using fact-based support system.experts describe Business intelligence as a business management term used to describe applications and technologies which are used to gather, provide access to analyze data and information about an enterprise, in order to help them make better informed business decisions (Jeanne, Peter & Robertson, 2006). BUSINESS ANALYTICS IN AN ORGANIZATION 1

2 Business analytics has gone mainstream but are still in the emerging stage. Though business analytics have become widespread, with 97% of the respondents in the survey reporting some form of use, there is no universally agreed upon definition of the underlying technologies is shown in figure 1. In fact, organizations still view business analytics rather narrowly- primarily as reporting tools (dashboards and Key Performance indicators) or forecasting- technologies that have been around for a while.and when it comes to use, most organizations still rely on those old standards. Spreadsheets continue to be the most commonly used tool for business analytics. Dashboards and forecasting rank second and third in use (Krapohl & Donald. 2013). Figure 1: Which of the following organizations consider being business analytics capabilities/tools? Organizations are also primarily using business analytics in areas where reliance on quantitative information is typically more prevalent: specifically, strategic planning, as well as finance, marketing and information technology. These functional areas address issues that by their nature, require analysis and prediction as shown in figure 2. Figure 2: Areas in organizations are currently using business analytics BUSINESS INTELLIGENCE TOOLS: DASHBOARD Dashboards continue to get a lot of attention in most organizations, not just because of their visual appeal but they help organizations communicate strategy, monitor and adjust the execution of strategy, and deliver insights to all.dashboards, in the simplest terms is a collection of different reports, all in one page or view. These reports in the dashboard contain high level summary information rather than detail transactions. For example in traditional reports, you see a detail listing of orders or invoices with neat formatting totals and sub-totals whereas the reports in dashboard mostly contain aggregate information such as total orders for current month, total invoices for current 2

3 month, profit for this month, total cost for this month. If you notice, the common term here is total (sum, aggregate, or high level) view. Now you may show these numbers as they are or canvas them in beautiful charts (Luhn, 1960; Rodriguez, Daniel, Casati, & Cappiello, 2010). A business intelligence dashboard is a data visualization tool that displays the current status of metrics and key performance indicators (KPIs) for an enterprise. Dashboards consolidate and arrange numbers, metrics and sometimes performance scorecards on a single screen. They may be tailored for a specific role and display metrics targeted for a single point of view or department. The essential features of a BI dashboard product include a customizable interface and the ability to pull real-time data from multiple sources. Oracle and Microsoft are among the vendors of business intelligence dashboards. BI dashboards can also be created through other business applications, such as Excel. Business intelligence dashboards are sometimes referred to as enterprise dashboards. In a nutshell, dashboard becomes our first interface to the information in our system and hence it is very productive to the end users for their analysis (Rud, 2009; Watson & Wixom, 2007). Here are few types of dashboards their purpose and benefits: Benefits of Finance Dashboard: Monitor Revenue, Profit, Loss and Expenses. Benefits of HR Dashboard: Monitor Employee activity, Headcount growth, Expenses etc. Benefits of IT Dashboard: Monitor system activity, this may include database monitoring, server monitoring, memory metrics etc. Benefits of Inventory Dashboard: Monitor Inventory levels, warehouse and item information, orders etc. ADVANTAGES OF DASHBOARDS IN BI A dashboard is an easy to read, one page summary of the analysis of the information. It is an overview of your system at a glance. There are many advantages that result in the utilization of this tool. Some of the most important benefits are: Customizable: Dashboards could be customized in terms of users and expectations. Each decision level dashboard can be customized to present the most valuable and useful set of information. This allows each person to see the level of detail that they need in order to get their job done and meet their goals (Luhn, 1958). All-in-one: In the past users would spend large amount of time reviewing and analysing different reports to end in a final conclusion. This tool allows seeing, at a glance, an overall situation report of the desired information. Drill into detail: But, having all-in-one does not mean the absence of details. Dashboards are developed with the ability to get as deeper in information as required by simply selecting the desired variable or object. Intuitive data presentation: There is no need for complicated and exhaustive training. Dashboards are design to be intuitive to any user. The graphic design allows an easy and smooth navigation throughout the information. CASE STUDY: SQUARE YARDS Square Yards offer a host of cross-border real estate investment opportunities to investors and home buyers With its excellent working relationships with more than 500 A grade developers in India, US, UK, Australia, Singapore, Malaysia, Japan, Canada, Bulgaria, Mongolia and UAE, Square Yards has already facilitated real estate transactions in excess of US$ 350 Million (within this, US$ 300mn transaction value in India ranks Square Yards' execution capability better than largest developers in India). To add, Square Yards enjoys a virtual monopoly in offering real estate advisory services to the NRI/PIO Diaspora. With its recent pre-series, a fund raiser of US$ 6 Million, Square Yards has now set its target on acquiring a lion's share in the primary residential transactions market in India. It is rapidly building a first of its kind Aggregator platform of real estate advisors in India backed by robust technology and a user friendly e-commerce platform to facilitate online transactions. It has ambition to achieve 15% market share in Indian primary residential market in couple of years, and first leg of growth (becoming market leader in just few months) demonstrate strong execution and management capabilities. The Dashboard on Transactions analysis made by the CRM department of Square Yards is a dashboard that helps Relationship managers to understand and analyze the trend of sales and transactions of various customers during It gives a consolidated view of all the details related to:- Objective 1: Display all the information of the particular customer. Objective 2: Display the total number of builders & customers and overall booking status of the all the projects. Objective 3: Display the presence of the builders according to City Objective 4: Display the booking status of projects Objective 5: How many CRM Executive are working in the particular city. Objective 6: Summarize the how many customers are attained by the CRM department in The Dashboard contains 4 sheets SQ-Dashboard, Raw data, Summary sheet and List as shown in figure 3 and 4. 3

4 Figure 3: Dataset of CRM Transactions from Deal Number to Customer Address The following raw data contains all the details of customers. The attributes of the data are as follows: Deal Number: This is unique number is given to each deal made to the customers according to their purchase. Deal Closure date: The date on which deal is closed. Month: This is month in which the deal took place. BDE/BDM: Name of the Business Development Executive / Business Development managers handling the customers. Branch: Area of office branch where BDE/BDM working. Region: Region of the office Name of customers Id of Customers Customer Mobile Number Customer Address Date of Birth- Primary Applicants Date of Birth - Co-Applicants Builders Name Project Name and Project City CRE/CRM Name and Booking Status of the projects 4

5 Figure 4: Dataset of CRM Transactions from Customer Address to Booking Status The Summary Sheet for the Dashboard is shown in figure 5: Figure 5: Summary Sheet of CRM Dashboard The CRM DASHOBOARD-SQUARE YARDS is shown in figure 6 5

6 Figure 6: CRM Dashboard To create a dashboard, first you have create various types of list and apply index and match function on them. The Create the List boxes using developer tab in separate sheet as shown in figure 7. For Example Figure 7: LIST BOX OBJECTIVE 1: Display all the information of the particular customer. Apply the vlookup function to display the information of the particular customers. Make sure that it should change according to list displayed in the list box as shown in figure 8. 6

7 Figure 8: This Figure is showing where to apply Vlookup Function Objective 2: Display the total number of builders & customers and overall booking status of the all the projects. This objective is done using pivot table as shown in figure 9, figure 10 and figure 11. Builders: Pune Noida 4% 13% Ahemdab ad 1% Bangalore Chennai 9% Bhiwadi 0% 1% Mumbai 34% Gurgaon 38% Total Number of Builder Figure 9: Showing the pivot table and pie chart of Builders Customers: Total No. of Customer in the Project city 7

8 Figure10: Showing the pivot table and pie chart of total no. of customers Overall booking status: Overall Booking Status of the Projects Figure 11: Showing the pivot table and pie chart of Overall Booking Status of Projects OBJECTIVE 3: Display the presence of the builders according to City as shown in figure 12, figure 13, figure 14, figure 15, figure 16 and figure 17. Apply the countifs function and plot the graph. Figure 12: Showing the table in which countifs function is applied 8

9 Figure 13: Showing the changing status of presence of the builders city wise Objective 4: Display the booking status of projects Figure 14: Showing the table in which countifs function is applied Figure 15: Showing the changing booking status of the project wise OBJECTIVE 5: How many CRM Executive are working in the particular city. Figure 16: Showing the table in which countifs function is applied 9

10 Figure 17: Showing the CRM Executive working in city wise OBJECTIVE 6: Summarize the how many customers are attained by the CRM department in Figure 18: Showing the table for the total number of customer acquired from Figure 19: Showing the Bar Chart for the total number of customer acquired from CONCLUSION Excel Dashboards and executive reports are powerful, fairly easy to design and a great way to improve your Excel and data visualization skills. Because of its flexibility, you can virtually design any dashboard in Excel exactly the way you, or the users, imagined. And, best of all, you may want to implement it yourself or consider it a prototype and ask IT to implement it. Excel dashboard is also the cheapest tool of business intelligence. Limitation of this project was that data was limited. The major constraint was that we cannot apply more than two conditions in a particular attribute. More function can be applied if the data would be more of numerical. REFERENCES Evelson, B. (2010). Want to know what Forrester's lead data analysts are thinking about BI and the data domain. Forrester Research. Evelson, B., & Norman, N. (2008). Topic overview: Business intelligence. Forrester research, 61. Henschen, D. (2010). Analytics at Work: Q&A with Tom Davenport. (Interview). Retrieved from Jeanne, W. R., Peter, W., & Robertson, C. R. (2006). Enterprise Architecture as Strategy Retrieved from ISBN Krapohl, & Donald. (2013). A Structured Methodology for Group Decision Making 10

11 Luhn, H. P. (1958). A Business Intelligence System. IBM Journal, 2(4), 314. doi: /rd Luhn, H. P. (1960). Key word in context index for technical literature (kwic index). American Documentation, 11(4), Power, D. J. (2010). A Brief History of Decision Support Systems. Retrieved from Rodriguez, C., Daniel, F., Casati, F., & Cappiello, C. (2010). Toward Uncertain Business Intelligence: The Case of Key Indicators. IEEE Internet Computing, 14(4), 32. doi: /mic Rud, O. P. (2009). Business intelligence success factors: tools for aligning your business in the global economy (Vol. 18). John Wiley & Sons. Watson, H. J., & Wixom, B. H. (2007). The Current State of Business Intelligence. Computer, 40(9), 96. doi: /mc