CRM Data Analyst

CONTEXT:
Based on the Job Ad, the main responsibilities of the Reporting and Monitoring Specialist will be:

 Supports the process of finding new datasets; Ensuring that data is managed and used like an
asset;
 Leverages data and analytics to provide support to CRM campaigns, content or product ideation,
design, implementation and delivering actionable insight to the CJops members and the markets;
 Gathers and analyzes data, identifies trends related to business performance, customer
intelligence and makes recommendations for performance improvement based on the analysis;
 Works with various business units to manage the development of customer segmentation
dashboards, modelling and predictive analytics using core operational systems, non-system
segment insights, campaign feedback and, where required, third party data.

EXERCISE:
Please detail on the following:
1. For a CRM Campaign that has the steps below, what would be the metrics that you would report
on in order to analyze the performance of the entire process?
a. Newsletter sent to a specific data base containing a call to action directing to a landing page
with a form integrated;
b. That specific form sends the information in the CRM system (a lead is then created);
c. The lead is prequalified by the CCC (Customer Contact Center);
d. After the prequalification, the lead is sent to the preferred Authorized Partner selected by the
prospect during the prequalification.
2. Based on your interaction with Salesforce Sales and Service Cloud, which do you believe are the
main metrics that the Sales Department would be interested in seeing in a CRM leads report? And
why?
3. If we want to evaluate the quality of the leads coming in Salesforce (from a CCC/prequalification
perspective), which are the main metrics we would be looking at in the CRM system?
4. By only looking at the metrics below (print screen on the next page):
a. How would you evaluate the performance of the CRM Campaign that was deployed, in
correlation with the automotive industry benchmark?
b. What other metrics should be made available to you in order to calculate the conversion of
the newsletter campaign as well?

You can choose any format for resolving the exercise (.docx, .pptx.), but please be prepared to
present it in no more than 15 minutes during the Panel Interview