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eBook: Best Practices in Channel Analytics
Channel organizations have been slow to adopt the use of business intelligence and analytics tools to drive decision making regarding channel investments.
Effective execution of channel programs require robust capabilities in channel analytics to measure partner and program performance. Almost a quarter of the vendors surveyed in a recent poll by Baptie and Company indicated that their analytic capabilities were significantly lacking.
The technology industry lags behind other industries with significant channels such as packaged goods or consumer products with regard to best practices in analytics. In these industries, customer behaviors are tracked and analyzed throughout the buying cycle and little is left to chance. Many technology companies still use Excel spreadsheets as their primary reporting tool. While larger companies have adopted analytics platforms such as Tableau, QlikView, or SAP HANA, not every function in the organization may have standardized on the same platform. Often the analytics platform comes under the management of the IT department, or a designated business intelligence (BI) function with a staff of corporate data analysts. These departments have limited channel insight and the company’s channel organization may not have access to the analytics platform and BI resources, or their priorities are not addressed in a timely manner.
Effective execution of channel programs require robust capabilities in channel analytics to measure partner and program performance. Almost a quarter of the vendors surveyed in a recent poll by Baptie and Company indicated that their analytic capabilities were significantly lacking.
The technology industry lags behind other industries with significant channels such as packaged goods or consumer products with regard to best practices in analytics. In these industries, customer behaviors are tracked and analyzed throughout the buying cycle and little is left to chance. Many technology companies still use Excel spreadsheets as their primary reporting tool. While larger companies have adopted analytics platforms such as Tableau, QlikView, or SAP HANA, not every function in the organization may have standardized on the same platform. Often the analytics platform comes under the management of the IT department, or a designated business intelligence (BI) function with a staff of corporate data analysts. These departments have limited channel insight and the company’s channel organization may not have access to the analytics platform and BI resources, or their priorities are not addressed in a timely manner.
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