Decoding Simha Profiler
Selling a tractor is difficult! A salesman needs to understand the farmer's requirements, build trust, and craft a personalized deal that suits the farmer. How can a salesman craft a personalized deal if he barely knows the farmer?
A typical hack these dealerships used was to invite a 100s of farmers for chai & samosa and explain to them the tractor features and if they got lucky a farmer might buy the tractor.
The above process is very long and definitely outdated. What if I tell you can get all the necessary farmer details with just one click? Now it sounds magical right? Before I jump to this magical product let me share the short journey of data in agriculture.
We receive 300+ GB of data every month from the 1000s of Simha kit! Our data scientists picked up their coffee mugs and started spending days & nights with this data.
The data team got back with interesting insights like
- How the movement shifts based on season compare to off-season
- Which tractor can get the job done faster and efficiently compared to other tractors
- Which features & keywords farmers actually see in an advertisement
- Shop locations that even google will fail to find
- Marketing hotspots for offline advertisements that will get maximum eyeballs
and the list goes on. All these insights were hitting the mark but not the bull’s eye. We zoomed out and started looking for bigger patterns and that’s how Simha Profiler was born.
Once we saw the bigger picture we started building Simha profiler. We had enough confidence in our product that we can simply launch it and get things moving but that’s not how products are built at Carnot.
In few weeks, Simha profiler was ready — a web-based product backed by a smart algorithm that analyzes our big data and predicts when a farmer will be buying a tractor.
Sounds like we got the job done right?
The real test for the Simha profiler begun when we put it out to test with actual dealers in Uttar Pradesh and Maharashtra.
The traditional behavior of the dealers was to use an excel sheet and hence they demanded a feature via which they can download the excel sheets and probably use the leads in their traditional way but that would have just depreciated Simha profiler. Hence we dug down deeper and learnings were
- They wanted flexibility like an excel sheet for searching and sorting leads
- They wanted a tab where they can move unwanted leads and share them with relevant dealers
- Our leads were not 100% accurate
- The Skytag feature was very advance and a dealer was not able to use it.
Excel sheets are known for their flexibility and sorting capabilities. We failed to realize this and our initial version with the simple search and basic filters was not liked by our users. We re-engineered our search with advanced search features and added sorting & filtering options. These two features were enough to make our users forget about the excel sheets.
Unwanted leads were based on the location or because of our failure at the algorithm level. We learned our lessons and improved our algorithm and added a few filters after which we improved our lead quality to near 95%
We overthought the Skytag feature. Based on user feedback we replaced SkyTag with district-level insights rather than device-level, to give the dealers a holistic view.
We added two new features
- Sharing heavy customer stats with dealers so that the dealer can build a relationship with such customers
- A cold lead will be lost in the 100s of other leads hence we added a notifications feature to remind dealers of upcoming due dates.
Round 2 started. The updated version of the Simha profiler was launched and the feedback was positive this time. Dealers loved it as the results were quick and efforts were minimum.
Simha profiler is now launched and as you read this article dealers had already started doing tractor sales with just one click and soon this wave of revolution will be hitting all the dealers in the country.
Want to hear more on how Data is changing the agriculture industry? Follow Data Kisaan and you will be amazed by these stories. Till then, for any data related discussions, feel free to drop us a line at datalabs@carnot.co.in
