# Salespeople Performance Evaluation with Predictive Analytics in B2B
## 4 Work Methodology
### Data Understanding  
The data used in this research refers to sales between January 2017 and June 2019, from a freight forwarding company that operates worldwide on Air, Ocean, and Land. The sales were made by 594 salespeople. The data refers to shipments and sales opportunities for the customers grouped by  
Figure 5: CRISP-DM Methodology adapted from [30]. year. As this company don't want to have their sensitive data provided to public, all sensitive data were removed from the dataset. Remaining only the figures and classification. The names of the salespeople were all replaced with names generated on a Name generator website [31]. There are 1071 rows and 45 columns. Each row represents all the sales, customer base, and sales opportunities made by one salesperson to all he/she's customer base along one year. The dataset has the following structure:  
* Data reflects two and half years, respectively 2017, 2018, and part of 2019
* Data is grouped by, salesperson and year
* The volumes, base line, growth, target, and achievement are provided in separate columns for each of the six main products sold by the company, and one extra field for the remaining products growth percent grouped together
* Monthly variability is part of the dataset provided as number of months with positive growth
* The included Opportunity information refers only to win & implemented opportunities
* Target and achievements are included in volume and percentages
* The previous classifications used to train the model are defined into 3 classes (Not Performing, Good, and Outstanding)  
The dataset is publicly provided in the university online database. The data is provided on a csv file and the below tables (Tables 1 and 2) has the description of the attributes. For each of the six main products, the following fields with performance indicators are also part of the dataset:  
\[\textit{Target Achievement}=\frac{\textit{Target}}{\textit{Growth}} \tag{2}\]  
A sample of the dataset is provided on this work in the Figure 6 for better understanding. \begin{table}
\begin{tabular}{l l} \hline \hline \multicolumn{1}{c}{**Attribute Name**} & \multicolumn{1}{c}{**Description**} \\ \hline Talent & The classification applied for the salesperson based on he’s/she’s \\  & performance for one year \\ \hline Sales Person Code & Internal identification of the salesperson \\ \hline Sales Person Name & Name of the salesperson \\ \hline Year & Year the data refers to \\ \hline Growth All Products & The Growth brought by the salesperson on that year, for all the products together \\  & (Growth calculation process is explained in Section 3.1) \\ \hline Customer Base All Products & Number of customers assigned to the salesperson for each year \\ \hline Base Line All Products & TEU’s sold for all the Customer Base of the salesperson in the previous year \\  & for all the products \\ \hline Growth Percent All Products & The result of the Growth All Products divided by the Base Line All Products \\ \hline Target All Products & Sum of all the targets defined for each salesperson in one year, for all the products together \\ \hline Target Achievement All Products & Target achievement for all the products, this is achieved by dividing the Target All Products by the Growth All Products, using the formula displayed in (2) \\ \hline Number of Opportunities created & Count of opportunities won by the salesperson for each year \\ \hline Average Opportunities per Customer & Average number of won opportunities per customer for each year \\ \hline N\({}^{*}\) Months with growth above 0 & Number of months with growth above 0, for each year \\  & (for all the products together) \\ \hline Number of Different Products with Growth & Count of the number of products that the salesperson can grow on one year \\ \hline Growth with Different Products & Yes/No field identifying if the salesperson is able to \\  & grow more than one product on the year \\ \hline \hline \end{tabular}
\end{table} 
Table 1: Main attributes description.