Reﬂection - Visualisation 

 Challenge & Selection I work as part of the sales strategy team for a newspaper publishing organisation in India . The   regional sales teams here work on selling advertising space to various clients . The clients are   segmented by their overall advertising value into three segments : Key Accounts , Mid - tier Accounts   & Long - tail Accounts . Each sales team is given a mix of accounts from each group to target . While   working on optimising the sales process I found that the current model resulted in limited focus on   the long - tail accounts due to a perceived lack of business potential . I leveraged visualisation tool to   present my analysis to the management and highlight the missed opportunity under the current   sales model . 

 The reason for choosing visualisation as the tool was because I felt that it would help present the   scale of the problem and also to develop a common understanding . I was inspired by the video   from Angela Myer , where she talks about how visualisation can be a powerful tool to develop   consensus among a diverse group and to communicate ideas very clearly . This was of prime   importance to me as without a common understanding we can not even begin to identify possible   solutions . 

 Application My aim in this exercise was to show how little effort the teams were putting towards the Long - tail   accounts and then to present how much potential revenue we were ‘ leaving - on - the - table ’ by not   covering these accounts adequately . I started by compiling the call data ( for previous quarter ) from   our CRM module . The call data was collated by client segments to derive the efforts put in towards   each client segment . The number of clients called in each segment was compared against the   segment ’s overall client list to capture the % of clients being actively targeted ( coverage ratio ) . As   the next step I captured the overall advertising spends of the clients not being actively targeted in   each client segment by using market databases . This analysis gave me the amount of advertising   spends left untapped in the current sales model . The ﬁnal step was to consolidate all the   information into a visual layout that would place all this data in correct context . I used arrows of   varying thickness to indicate the amount of effort put in by the sales teams towards each client   segment . I then coupled this with circles of differing sizes representing the untapped value of each   segment . The ﬁnal image was as below : 

 Insight & Approach This approach was really effective at helping the management understand how the current model   is working and also to present the size of the opportunity we are missing out on . With this visual   summary they gained a better appreciation of the value in focusing on Long - tail accounts which   were earlier perceived to be after - thoughts . As a result of using this approach our team has a clear   understanding of the problem and we are evaluating alternative sales models to rectify this   imbalance in focus . Another insight that I gained from this exercise was that by transforming   numbers ( revenue , costs , time etc ) into pictures , the audience is better able to relate to them and   also to place them in the correct context . 

 I would deﬁnitely use visualisation again in such scenarios . I feel that it is a simple and adaptable   tool that can be employed in any situation that require me to convey complex ideas . It is a powerful   method to develop consensus & common understanding in a diverse group of people . Also   visualisation is an apt tool in the business context since it can be deployed with Microsoft   PowerPoint very easily . In this speciﬁc example , I feel that it can be improved by the use of more   relatable graphics . For example , instead of using circles to represent the untapped value I can use   the image of a stack of money . Such graphics are more relatable and instantly convey the right   message . Going forward I will work on using more such graphics / icons in my visualisations . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Reﬂection - Visualisation 

 Challenge & Selection I work as part of the sales strategy team for a newspaper publishing organisation in India . The   regional sales teams here work on selling advertising space to various clients . The clients are   segmented by their overall advertising value into three segments : Key Accounts , Mid - tier Accounts   & Long - tail Accounts . Each sales team is given a mix of accounts from each group to target . While   working on optimising the sales process I found that the current model resulted in limited focus on   the long - tail accounts due to a perceived lack of business potential . I leveraged visualisation tool to   present my analysis to the management and highlight the missed opportunity under the current   sales model . 

 The reason for choosing visualisation as the tool was because I felt that it would help present the   scale of the problem and also to develop a common understanding . I was inspired by the video   from Angela Myer , where she talks about how visualisation can be a powerful tool to develop   consensus among a diverse group and to communicate ideas very clearly . This was of prime   importance to me as without a common understanding we can not even begin to identify possible   solutions . 

 Application My aim in this exercise was to show how little effort the teams were putting towards the Long - tail   accounts and then to present how much potential revenue we were ‘ leaving - on - the - table ’ by not   covering these accounts adequately . I started by compiling the call data ( for previous quarter ) from   our CRM module . The call data was collated by client segments to derive the efforts put in towards   each client segment . The number of clients called in each segment was compared against the   segment ’s overall client list to capture the % of clients being actively targeted ( coverage ratio ) . As   the next step I captured the overall advertising spends of the clients not being actively targeted in   each client segment by using market databases . This analysis gave me the amount of advertising   spends left untapped in the current sales model . The ﬁnal step was to consolidate all the   information into a visual layout that would place all this data in correct context . I used arrows of   varying thickness to indicate the amount of effort put in by the sales teams towards each client   segment . I then coupled this with circles of differing sizes representing the untapped value of each   segment . The ﬁnal image was as below : 

 Insight & Approach This approach was really effective at helping the management understand how the current model   is working and also to present the size of the opportunity we are missing out on . With this visual   summary they gained a better appreciation of the value in focusing on Long - tail accounts which   were earlier perceived to be after - thoughts . As a result of using this approach our team has a clear   understanding of the problem and we are evaluating alternative sales models to rectify this   imbalance in focus . Another insight that I gained from this exercise was that by transforming   numbers ( revenue , costs , time etc ) into pictures , the audience is better able to relate to them and   also to place them in the correct context . 

 I would deﬁnitely use visualisation again in such scenarios . I feel that it is a simple and adaptable   tool that can be employed in any situation that require me to convey complex ideas . It is a powerful   method to develop consensus & common understanding in a diverse group of people . Also   visualisation is an apt tool in the business context since it can be deployed with Microsoft   PowerPoint very easily . In this speciﬁc example , I feel that it can be improved by the use of more   relatable graphics . For example , instead of using circles to represent the untapped value I can use   the image of a stack of money . Such graphics are more relatable and instantly convey the right   message . Going forward I will work on using more such graphics / icons in my visualisations .
### Output: 