To clarify, Gilman offers the following example: “Say we have 50 percent of orders coming in via the Web. We can design tactics and actions, such as e-mail campaigns or affiliate programs, around [the goal of] increasing Web sales. A measurement of each action item and tactic will be set, and actual performance tracked [in Geac PM] against the target. Overall performance toward the stated strategic goal also will be tracked, as well as the individual tactics.”
This data-driven process, Gilman continues, will help Miles Kimball managers identify why they’re missing or hitting their overall strategic goals.
How They Are Using the Data
Currently, Carstens and the merchants use Geac PM to see, for instance, the reason codes for a particular product’s returns made within a specified time frame. Armed with these data points, they then can follow up with the product’s supplier or use instead the company’s creative or merchandising operations to resolve the problem.
“I could still get the necessary information before,” says Carstens, “but I would have to find the right business analyst, and then ask for a lot of reports that may take days or weeks to generate. Now I can accomplish these tasks instantaneously from my own desk; all the necessary data is right there. As a result, I can make more timely and strategic decisions about our products.”
Carstens says such returns data are available at the SKU, classification, category or even campaign level. “The system helps us guarantee that we’re meeting our pledge to customers, to be sure we haven’t fallen short of their expectations,” she continues.
Geac PM also allows the management staff to view entire catalog campaigns at a glance. With only a few keystrokes, Carstens says, she sees in real time how customers are responding to a particular catalog mailing, which helps her to make strategic forecasting and budgeting decisions.