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Distributor's Link Magazine Spring 2021 / Vol 44 No 2


126 THE DISTRIBUTOR’S LINK NELSON VALDERRAMA KNOW YOUR CUSTOMERS: HOW SIMPLE ANALYTICS CAN MAKE YOU MAJOR PROFITS from page 52 When he compared the GM% between Standard and Drain accounts he realized that he could improve his pricing approach as well as the cost to serve accounts - a prime place for e-commerce to play a critical role. Applying Analytics To Your Own Business There are thousands of Mid-sized distributors just like my client that are trying like hell right now to better understand their real opportunities. Customer categories are a simple and easy framework you can apply right now to start seeing clear tactics to take. Taking it one step further, segmentation allows you to run “programs” or initiatives across a single category without affecting the other ones. Maybe you launch automated marketing for only VIP accounts, or run a programmatic review of pricing for only Drain accounts. You could start doing customer profitability tests for all Core customers, or test your e-commerce initiative with only Standard customers…. What I like the most about running “programs” or initiatives across a category is that you can set goals, and more importantly, measure results. Let Predictive Analytics Software Do the Heavy Lifting If customer segmentation is new to you - or even if you’ve been doing it for years - the process can seem understandably taxing. Endeavors like these are exactly why we built Intuilize, a predictive analytics software designed specifically for mid-sized industrial distributors. Intuilize can automate essential business intelligence practices like segmentation as well as helping you run programs, evaluate tactics, and even make recommendations for finding opportunities hiding in the data you already have. Our industry is evolving faster than ever before. Arm yourself with the weapons to get the most out of your customers now. NELSON VALDERRAMA METROPOLITAN FASTENER DISTRIBUTORS ASSOCIATION PO Box 72, Lake Zurich, IL 60047 TEL 201-254-7784 FAX 847-516-6728 EMAIL WEB “TOYS FOR TOTS” DRIVE AN AMAZING SUCCESS by Rob Rundle Like almost everything else this past year, the COVID-19 pandemic forced the MFDA’s 22nd annual campaign to be completely virtual. However, in an amazing show of support from 19 companies and 15 friends & families, the MFDA raised 00 this year, smashing all previous records! The amount was nearly double the Association’s previous high. Each year the Marines of Golf Company, based at the Picatinny Arsenal in Dover NJ, help organize nearly 100,000 toys donations to over 40,000 children in our area. In speaking with the drive coordinator in December, we were told that 2020 was a very difficult ASSOCIATION ARTICLE year for them to collect toys, so the MFDA’s contribution was especially needed and welcomed. Even without the annual dinner, MFDA members still managed to collect hundreds of toys from and drop them off at the base in early December. The MFDA board thanks all who donated time, toys or money to help the drive this year. We look forward to seeing everyone again in person next December for the 2021 dinner. Pictured is (R to L) – Major Pernotto, 1st Sgt Brian Dillon, and an unnamed Marine volunteer at the Toys For Tots collection drive in early December 2020. METROPOLITAN FASTENER DISTRIBUTORS ASSOCIATION


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