Company --
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CRM Analysis
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Goal Projections
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ROI
1. CRM Analysis - Q1 Performance
The What:
Developed a CRM dashboard for GA, EA, and AX across North America, combining data and projections to track YoY growth and goal progress. Analyzed performance by region, demographics, client type (new vs. existing), and sales to highlight key trends through automated calculations and dynamic visual cues.
The How:
Began by cleaning and preparing all raw CRM data, then built a structured analysis template to streamline reporting, concluding with a summary drawn from multi-dimensional comparisons.
The dashboard includes key sections to deliver both strategic and store-level insights:
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Business KPIs – High-level performance snapshot
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Business KPIs by Store
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New vs. Existing Clients & by Stores
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CRM KPI Overview – Performance vs. LY and YTD goals
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Top Performers (MBO) – CRM KPIs vs. YTD goals by store
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Focus Areas on Key CRM KPIs
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Client Segmentation
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VIC Evolution
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Demographics – Gender and age
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Overall Insights – Key findings and strategic recommendations
2. Goal Projections
The What:
Goal projections and sales forecasting are used to estimate future sales and performance targets. Historical sales data from the previous year serves as the foundation for forecasting, following a historical trend-based approach. The process also incorporates current economic conditions and financial trends to improve accuracy. Forecasts are developed on a monthly, quarterly, and annual basis to guide business planning and decision-making.
3. ROI
The What:
Analyzed the performance of CRM Events and in-store activations including illustrator events, whiskey tastings, fragrance engraving, and holiday aperitivos. Assessed impact on foot traffic, customer engagement, and sales conversion.
The recap captured key metrics:
– Guests Invited
– Actual Attendance
– Sales Generated
– Event Cost
– ROI
