PROJECT OUTLINE

Identifying factors which influence the flow of ICIS

leads to contacts
Conversion Analytics Team
conversion.analytics@rbi.co.uk

Project background
Over the past couple of years the volume of ICIS SQLs (Sales
Qualified Leads) has shown little sign of growth.
There is a desire within the business to understand the factors
which may affect the MQL to SQL conversion path
Presently, there are a number of assumptions
The Conversion Analytics (CA team) has identified a number of
hypothesis which it would like to test

Conversion Analytics Team

MQL & SQL Volume trend (by mth created)

6,000

350

5,000

300

4,000
MQLs

250
200

3,000

SQLs

150

2,000

100

1,000

50

41671 41730 41791 41852 41913 41974 42036 42095 42156 42217 42278 41974 42036 42095 42156 42217 42278 42339
41640 41699 41760 41821 41883 41944 42005 42064 42125 42186 42248 42309 42005 42064 42125 42186 42248 42309

SQLs

SQL Trend

MQLs

MQL Trend

Conversion Analytics Team

Project objective
To uncover key variables which influence whether leads
are converted to contacts
This will enable the marketing team to1) Identify high quality leads
2) Better allocate its resources (human and financial)
to grow its
pool of quality leads

Conversion Analytics Team

Project approach and timelines

21

41

61

81

101

121

141

1
2
3
4
5
6

Task description

Start date

End date

Duration (days)

Task 1

Prepare project brief

10/11/2015

10/12/2015

31

Task 2

Project definition & preparation

10/11/2015

18/12/2015

39

Task 3

Data collection & wider business immersion

04/01/2016

22/01/2016

19

Task 4

Finalize data & begin analysis

23/01/2016

12/02/2016

21

Task 5

Additional analysis & review

13/02/2016

18/03/2016

35

Task 6

Recommendation workshop and hand over

19/03/2016

31/03/2016

13

Some example business questions

and hypothesis
Business question
Does seniority (job level)
have an impact on the
L2CC rate?
How does the L2CC rate
differ by lead email
domains?
Does experience (within
ICIS) of a salesperson affect
the L2CC rate?

Hypothesis

Leads with senior job levels

User attribute
convert more often to
contacts than leads with
junior job levels
Leads from Hotmail, Yahoo
User attribute
& Gmail email domains
convert less readily to
contacts than leads from all
other domains.
Salespersons with 5 or more
Sales attribute
years sales experience with
ICIS convert leads to
contacts more often than
those with fewer than 5
Conversion Analytics Team

Hypothesis selection
46 questions
identified by
the CA team

Have data?

Leads with senior job levels

convert more often to
contacts than leads with
junior job levels

Have data? Yes

Salespersons with 5 or
more years sales
experience with ICIS
convert leads to
contacts more often
than those with fewer
than 5 years
experience
Have data? Needs
investigation

High quality
data?

High quality data? Yes

High quality data?

Needs investigation

Conversion Analytics Team

Project scope
In Scope
Market(s)
ICIS

Project focus
MQLs created between 1st Jan 2014 and
31st December 2015

Geography
Leads generated globally

Output to be presented to the project

sponsors
Conversion analysis report
Recommendations workshop

Out of Scope

Any other brand

MQLs generated in any other timeframe

N/A

Any other outputs

Conversion Analytics Team

Roles and responsibilities

Role
Project Sponsor
Provide project leadership, manage senior
stakeholders and provide a marketing perspective
ICIS project sponsor
Manage ICIS stakeholders
Provide thought leadership

CA Project Sponsor
Ensure best practices and provide thought
leadership
CA Project Lead
Produce frameworks for decisions, provide thought
leadership, lead development of analytical factbase and manage day to day activities
CA project & analytical Leads
Design and implement analyses and support day to
day project management
Support in workshops, recommendation creation
and project management as needed
Provide insight and support on developing and

Colleagues
xxx
(requires 1 hour fortnightly)
xxx
(requires 1 hour fortnightly)

xxx
(requires 2 hours fortnightly)
xxx
(requires 3 hours a week)

xxx (analytics)
xxx (analytics)
xxx (data)
xxx (data)
(requires 3 hours a week)