October 2024

Let discover what is a WATERFALL analysis and how it can help to drive decision. ...and where you can find it into the CUBE!

How many outbound calls do we need to reach our customers? Does this rate remain consistent across schools and regions?

How long does it take for our contacts to move from the entry status to an advanced one? Does this timeline remain consistent across schools? Do the capture channels have in impact?

• A.Luzzi
• A.Brivio
• D.Forloni

• A.Luzzi
• A.Brivio
• D.Forloni

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Outbound calls Reachability Rate

Transformation speed to Lead ADVANCED

Good morning, data lovers, and welcome to the fifth edition of the Galileo Italy data digest! We're back and ready to dive into some of the most dynamic insights yet. This time, we’re exploring the conversion speed to lead advanced, examining our reachability rate through outbound calls, and unveiling an exciting new section dedicated to exploring Cube! Get ready for a deep dive packed with discovery, actionable insights, and some serious data inspiration. Are you all set to unlock new strategies with us? Let’s get started!

Analysis includes:

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WHAT'S NEXT?

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Powered by Alessandro Martella

Sales Tales

Transformation speed to Lead ADVANCED

The online picture show, as total, a conversion rate to advanced of 34,6% Istituto Marangoni performs at 34,7% Naba 43,9% and DA at 14,2%.

The overall picture show, as total, a conversion rate to advanced of 28,7% Istituto Marangoni performs at 34,6%, Naba 25,9% and DA at 14,2%. These results can be impacted by the different weights of the nature of opportunities (Online vs Offline) and/or volumes.

ONLINE PICTURE

OVERALL PICTURE

Lead Advanced definition “A contact that progresses in the journey beyond the initial "Lead New" status by taking actions such as booking an appointment, registering for an open day, or making any second inbound contact"

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Domus Academy by the first 4weeks convert to advanced 13,2% of total opportunity vs a total conversion rate of 14,2%. Considering the first 4weeks the average days to convert to advance is 1,82 days It becomes 2,19 days without DEA.

NABA by the first 4weeks convert to advanced 38,1% of total opportunity vs a total conversion rate of 43,9%. Considering the first 4weeks the average days to convert to advance is 2,56 days It becomes 2,85 days without DEA.

Istituto Marangoni by the first 4weeks convert to advanced 32% of total opportunity vs a total conversion rate of 34,7%. Considering the first 4weeks the average days to convert to advance is 1,55 days It becomes 2,10 days without AOL.

Transformation speed to Lead ADVANCED - ONLINE

Take a look to the complete analysis to have a comparison by the different capture channels and macroarea

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All the school convert in the first 4 weeks around 90% of total advancedThe conversion rate for Istituto Marangoni and Domus Academy reach the total by the first 4 weeks (the incremental of the rate in the long period is not significant).NABA shows a long tale effect and in the long period increase the conversion of 6 point percentage. Considering the first 4weeks the average days for conversion does not exceed three days. This means that if we want the lead to move naturally through the journey, giving them time before applying any marketing pressure, we could begin the push activities on the third day.

Key findings

All the institution exceed 40% of reachability rate. IM and NABA reach it with 3 run of outbound calls with a consistent increase in terms of performance between 1st and 2nd call and a deceleration between 2nd and 3rd call; Domus has a more linear growth, also in this case the major increase is at the beginning, and in its process considers also a 4th step of calls (basically due to India).

Opportunities Reachability Rate through outbound calls ofContinuum of Action LEAD NEW

Outbound calls Reachability Rate

The analysis focuses on the CoA for Lead New because it has the highest volume. Additionally, as the detailed analysis will show, the CoA for more advanced leads in the journey has a naturally higher reachability rate. Therefore, it wouldn’t be accurate to analyze all data together

Are the conclusion above valid for all the MacroAreas? For example: India is the best performer (IM and NABA aligned at 65% of R.Rate and DA at 57%) Europe is basically aligned around all schools (36% for IM, 40% for NABA, 38% for DA) Take a look at the detailed analys to compare the performances and find the insights to manage this process.

All the institution are close to final results with the first two outbound calls. This could mean we can consider the first two calls absolutely necessary, while the third one gives an increase of reachability which might be optional especially in peak time.

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Key findings

This is where waterfall analysis comes in. It lets you track exactly where, and how many, leads are lost at each stage of the journey, showing you the biggest points of drop-off. But there’s another crucial layer to this: time. By grouping leads that enter the funnel in the same period—say, January’s leads—you can see if they converted and the layer they reached so far and compare same periods of previuos year.

Imagine starting the year with a fresh batch of leads, full of potential. They enter the top of your sales funnel, excited to explore your offering. But as they move from one stage to the next—showing interest, booking meetings, receiving proposals—some start to fall off, like water cascading down a rocky ledge

WATERFALL ANALYSIS

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Deep dive and possible action for Sales or Digital teamsDid we run similar campaing year over year for the first 2month of the year? Do we have to invest more in campaigns for the first months of the year? Leads show an increase of volumes for all the months, but the transformation rate to Net Reg shows a significant decrease: where is the drop into the funnel? Based on the timing of generation we can also catch some information from the market (i.e. an anticipation in the lead generation could suggest people start earlier to plan the future and look for information)

Key finding exampleFor both the academic years Leads generated on January and February shows the highest transformation rate to Net Reg. Looking at the waterfall data you can also discover if the leads have been generated with same timing or there is an anticipation (or a delay).

Example of readingOn January 2024 we generated 3.420 Leads, so far 147 have been converted to Net Registered => the Tranformation Rate lead to net reg = 4,3% Last year same period (January 2023) we generated 1.963 Leads, 152 had been converted to Net Registered => the Tranformation Rate lead to net reg = 7,8%

How to read the data?- Columns LEADS means all the lead generated for the related month - Other columns (from Reached L. to D.Out) are the "waterfall"; it means how many leads have been converted to the different layers so far. - Once the month is over the leads columns cannot change anymore, while the following can change over time because, for example; a lead generated on January may convert to net registered on May.

WATERFALL ANALYSIS - example

Do you need more advice about the usage of the cube? Do not hesitate to contact me for any deep dive!

How to deep dive the data?As for all the reports of Cube we can filter the analysis for several dimesion like: - Division and Business Unit - Catalog information (i.e. Level, Study Area or Intake) - Marketing information (i.e. Nature, Capture Channel or Medium) - AreaManagement (it means Country Management)

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We can also define when the "waterfall" starts: Lead Reached Lead Applicant Admitted

WATERFALL ANALYSIS

And now?

For any ideas or deep dive or request for specific analysis DO NOT HESITATE to contact me ata.martella@ggeedu.it We'll work together!

As we embark on another journey through the dynamic world of data, let’s harness the power of collaboration to fuel our growth. What insights have captured your attention recently? Your perspectives drive our progress, guiding us toward fresh opportunities and breakthroughs. Join us as we navigate the data landscape together, building a path toward success and shared achievements

Continuum of Action

What does it mean: it is a specific flow of action the CRM suggest to the operator to manage automatically the sales process. CoA Lead New: is the specific process dedicate to the lead who contact us for the first time