trivia marketing solutions services v14 uk
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Trivia Marketing International 2015 1 Retain Acquire Develop
Client Buying Power Solution
BusinessAccelerator 2.0
Didier Andrieu, August 2015 Nothing is permanent except change!
Trivia Marketing International 2015 2
An invitation to our Client Buying Power solution preview
From one side of the world to another
A New Vision for making faster business growth
All languages
All industries
All company sizes
A New and Innovative methodology designed to:
Support strategical marketing plans
Boost sales efficiency and performance
Improve Business Intelligence
Trivia Marketing International © 2015
Trivia Marketing International 2015 3
Agenda:
4. Conception
5. Worldwide geographical expertise
6. Case study 1: Client forecast against market reality per line
of business
7. Case study 2: predictive modeling to find your best
potential clients
8. Case study 3: Trivia PBs comparison vs. Client existing
revenue
9. Case study 4: Market coverage and Account Linkage
improvements
10. Case study 5: Data content benefits
11. Case study 6: Lead positioning system
12. Case study 7: ICT country market research
14. Filmstrip: Buying Power Solution
15. 16 . Customer Database Discovery
17. Database Marketing – Micro Market
18. Predictive modeling
19. 20. Analytics & Business Intelligence
21. Lead Positioning System - Hypertargeting
22. Returns & Results: What do you get?
Trivia Marketing International 2015 4
Conception
Data is everywhere, it’s big data’s era, it’s a fact and a foundational asset of your business!
You have your own data engineered through marketing campaigns, road shows, events-seminars, telemarketing,
emailing… Then add to that social media and external data purchases and trying to speak to the right customers starts
looking like trying to find a needle in a haystack.
So what are the major issues we all face?
Volume, Velocity, Variety, Complexity! Absolutely …
… and then add quality, coverage, governance and we’re back into an inextricable situation!
Now let’s put aside these challenges and act like it did not exist! How do you define your product strategy ? How do you
query your target market?
Geographical area? business size? Industry?
Well I have to say that all businesses face then same challenges, use the same targeting methodology so there is no
opportunity your strategy will have much better results than competition except if your sales teams are better !
Market reality
Trivia Marketing International 2015 5
Trivia ICT spending Worldwide Geographical expertise We know how much each company spends on ICT (Hardware, Software, Services, Telecom) across more than 30 countries representing more than 115 Million companies!
Trivia Marketing International 2015 6
This US analysis excludes all BP Telecom for a better comparison of the Total CLIENT Addressable Budget Trivia excludes all records where EPS=0 and SIC=NULL :
CLIENT Fcst HW, SOFT are adjusted 3 to 8 times lower than the Market total CLIENT Fcst SVC Spend makes up the largest part of the Total CLIENT Fcst Budget
Trivia BP is very close to forecasts by Gartner/IDC. Trivia BP Lobs are pretty close with the exception of HW which seems overestimated while SOFT and TEL will be underestimated.
245 893
142 925
390 287
779 107
362 239
158 818
253 599
774 656
244 084
175 800
269 469
689 353
129 473
20 915
79 411
229 799
BP TOTAL
BP SOFT
BP HW
BP SVC
(A) TRIVIA BP
(C) IDC Fcst
(B) Gartner Fcst
Client Fcst
Client study : Client market comparison between Trivia BPs, Gartner and IDC
How is Client forecast against market reality per line of business
This exercise served to define the next marketing campaign content and redirecting sales efforts on traditional business lines while keeping a focus on business lines development on track.
Trivia Marketing International 2015 7
All current Country (or other) accounts with purchase history
Eligible population
Who will buy “X” Notebook in the next quarter? 8.57% of target frequency observed in this quarter.
Target population
KI = 0.82 (very good quality)
KR = 0.98 (very robust)
40.92%
64.57%
75.8%
87.73%
97.88%
"By targeting 10% of the clients we detect 65% of the entire population of interest,
or 6.5 times better than without a predictive model"
Performance and Quality
"Excellent overall classification rate of 92.54%"
The question was “Can you predict which accounts are likely to buy new notebooks in coming quarter ? We could locate 65% of the population of interest by targeting only 10% of the clients. We went even further and for example we could specify to our client that "Recent Notebooks buyers, with high revenue and high overall purchase profile will also buy notebooks in the next quarter“
So it’s not only, yes here is the list, It’s about going the deepest possible into analytics to get the intelligence to produce targeted campaigns with high sales relevance.
Client study : Predict which accts are likely to buy Notebooks in next quarter?
Use predictive modeling to find your best potential clients
Trivia Marketing International 2015 8
4% default BPs explanations:
Only 2% (11,048) of the accounts truly have historical revenue higher than BP where revenue is higher than Domestic level BP, it has been observed than revenue is indeed higher
than Global level BP on only 6,753 accounts (1%)
On 1% (6,887) of the accounts where client revenue is greater than Domestic BP while itself is lower than Global BP.
On 1% (6,431) of the accounts where revenue shows higher than Global BP although Domestic BP is higher than revenue
6 431
(1%)
All BP > Rev
Rev > DOM BP < GLB BP
Rev < DOM BP > GLB BP
539 173
(96%)
6 887
(1%)
11 048
(2%) Rev > All BP
563 539
1 781
2 867
1 736
2 559
11 048
2 105
Rev 100-
250% Higher
Rev 0-50%
Higher
Rev 50-
100% Higher
Rev 250-
500% Higher
Total Rev >500%
Higher
Check on Trivia BPs Accuracy / Quality
Trivia PBs comparison vs. Client existing revenue
It is natural for a client to get confidence to check Trivia’s BPs accuracy and one the way of doing this is simply to compare each Trivia BP value against Client existing revenue. Would the Client revenue be higher in large proportion would mean our accuracy is in default. The case below shows our BP pass the requirement being at 96% above client revenue.
6,753 accts
Trivia Marketing International 2015 9
Updated New added
sites
-16,399
Unmatched OOB/Unknown
Total Existing
Records
Total Records
8,456
1,535,561
13,137
+4,115%
CAN
1,522,424
100%
-1,655
CC<=6
36,431 -11,487
-2,209
Duplicates
Unmatched = Unidentified when matched against external data sources
Duplicates = Same customer, different customer ID
OOB/Unknown = Records are matched however are missing from Append file (X of them are duplicated in Match file)
Updated = Records updated/recovered from CC ≤6 or having client revenue
Number of sites/records
1,338,217
Total number
of Accts
New Multi Accts
34,881
New Single Accts
1,303,336
12,674
Existing Accts
1,350,891
+10,559%
12,674
Linked sites
-184,207
Number of accounts
Trivia Marketing Data Management Trivia Marketing Data Management
Client study: Market coverage and Account Linkage From 36k existing accounts up to full market coverage of 1,5M accounts including linkage
New
Existing
Trivia Marketing International 2015 10
From
90M Records processed
152% Potential new accounts
added to client customer universe
Volume of field data (from 4.1M)
Marketable, Active, 3rd party data
From
545M Account data
Completeness from 43% (Address, Industry code,
Employee size,..)
92% Surveys on Buying Power collection;
14 Lines of Business
22K Overall new Buying Power values based coverage on client existing accounts
92%
From Oct. 1st until Feb. 15th 2013
Short summary of the benefits of implementing the Trivia Marketing Buying Power Solution with a client across THE US, CANADA, BRAZIL and MEXICO.
+1.2M Account contacts
added
US: 98% CANADA: 96% BRAZIL: 86% MEXICO: 88%
Buying Power coverage built by Trivia BP solution
540K Parent
accounts mapped
Client study: North and Latin America project
Trivia Marketing International 2015 11
Client study: Lead Positioning system
Out of 2500 surveys, 573 leads detected
There are potentially 573 accounts who may buy either Client products in the near future, 57% of
these are of new prospects
Buyers
573
144
(25%)
205
(36%)
224
(39%)
Product3
Product2
Product1
121
7
5937
113
7
5035
82
1
43
18
New Prospects
Leads
Prospects Leads Small Business
Leads
Medium
Business leads
• Quantitative results • 24% (2502) qualified surveys vs. 10,593 called • 23% (573)surveyed companies report a purchase plan • 38% (945) surveyed contacts agreed to opt-in client news
• Qualitative results: • 44% (1104) contact
names corrected • 13% (315) phone
numbers corrected • 46% (1144) emails
corrected • …
Trivia Marketing International 2015 12
POLAND
Estimated and
consolidated expenditures
on the total IT budget by
2013 TRIVIA
17.5 – 21.2 Bn$
TRIVIA 2013 measured 20,04 Bn$
IDC 2013 19,4 Bn$
GARTNER 2013 (*) 12 Bn$ ROMANIA
Estimated and
consolidated expenditures
on the total IT budget by
TRIVIA 2013
5.6 – 6.8 Bn$
IDC 2013 6,2 Bn$
GARTNER 2013 Not available
Source: IDC, GARTNER, Trivia Marketing 2013
(*) Gartner doesn't take into account expenses voice / data and fixed wireless estimated at $ 8.9 Bn by IDC
Client study: ICT Spending Country market research Romania and Poland
Trivia Marketing International 2015 13
Client Buying Power Solution
In more details …
Trivia Marketing International 2015 14
Filmstrip – Client Buying Power solution
Together from start to end
Analytics, BI 9-box segmentation
Purchase propensity
Predictive budget
Business Key indicators
Database Marketing Marketability score
Promotability score
ROI Tracking Rentability analysis
LPS management
Dashboard
Customer Database Discovery
Data quality evaluation
Market coverage evaluation
Diagnostic – Action plan – Present to Management
Micro markets
Full market database
Client addressable market database
Lead Positioning
System Know expectations
Find explanations
Measure, Understand
Detect “TRUE” leads
To Follow… Periodic database
cleaning
Ongoing surveys update
Lead generation life cycle
Data governance
Improvements
Initial Contact Understand your business,
products, services, organisation.
Trivia Marketing International 2015 15
Customer Database Discovery
Data is the fuel of your marketing and sales engines
• Is this a so big problem ? • + 25% of critical data in the World’s top companies is flawed! • 40% of company project’s failure is due to non qualitative data! • Bad data quality could cost between 10-15% of company's turnover!
• How are we all impacted? • In 60 mn in one country database of Duns and Bradstreet:
• 64 phone numbers change • 3 companies change of names • 47 companies moved • 131 executive directors are replaced • 110 new companies are born • 11 companies close down
• How much can it costs? (*)
• Well take a MB business as we all know with 7500 prospects and clients having 20% of non-qualitative data who runs 4 telemarketing and 10 emailing campaigns per year
• It will cost this business annually 80,078€ due to: • 5 days of lost time by sales admin to correct none-qualitative data • 24 missed opportunities through leadgen and emailing • A cost per “none qualitative” record of at least 15€
• Use our ROMI apps on our web site to make your own simulation, need max 10mns!
(*)Average sales contract value of 3,5k€
Trivia Marketing International 2015 16
We can help you correct and create the best content database to better serve your folks. The objective is to maximize business mandatory fields content for each customer and prospect record in your database, as shown in the below sample:
Independent of the country there is no single data source provider to fill in all the mandatory fields with highest quality which implies finding the right third party data providers and defining a concise data append flow process to set the rules for each data category. For these reasons we have settled a global data providers partnership based on their quality content and develop our own quality application to guarantee your content database to be of the best quality possible.
Firmographics Demographics Financials Business
Client ID Identifiants HQ groups, Domestic,
Sunsidiaries, Sites
Cy name Address Phone Web EPS SIC
First Name Last Name Function
Phone email
Privacy flag
Identifiers
Global, France,
International Turnover
ICT spending Harware Software Services Telecom
Customer Database Discovery
Create your maximized business content record
Trivia Marketing International 2015 17
Database Marketing – Micro Market
We can help you create your optimized addressable market database
DB Audit discovery Identify issues on both:
• Content • Coverage
Correction
NEW Marketability Promotability
Scores
Current Marketability Promotability
Scores
Your Data
• Third party data • TriviaDB
Your NEW addressable market Data
Trivia Marketing International 2015 18
Predictive modeling to prepare Analytics and Business Intelligence
Create NEW business KEY through predictive modeling to allow higher Marketing precision
75%
25%
Collect informative variables linked to New business Key
Model creation Model validation with
independent data
Improved model by creating sub-
segments
Apply the model on the entire target data
For model creation
For model validation
100% ~100% of your data
receive the New business Key
N
Y
Your New Database
Create representative sampling of your
business prospects
Call the 75%
Your New Database with Key
metrics (ICT spending) appended
Trivia Marketing International 2015 19
Analytics & Business Intelligence
NEW segmentation capability to prioritize Existing & New accounts
Response Analysis
Retain these best customers / Lead
gen these prospects
Retain and up-sell these segments as they had explosive
growth in Client spend over the last 3 years
and could become best customers
Cherry pick the Affiliates to develop
based on sites that are not customers and
products that are under penetrated
Develop these low revenue customers with the best spend
potential Hig
h
Me
diu
m
Lo
w o
r U
nkn
ow
n
To
tal
Est
. B
uy
ing
Po
we
r
Average Annual Client Indicator
2 7%
5 12%
4 6%
9 32%
8 14%
7 1%
Low Medium High
3 1%
6 7%
1 20%
Retain Acquire Develop methodology
In the 9-box matrix below, extracted from a real Client project, our client’s accounts can be sorted as:
Retain ? Acquire ? Develop?
In collaboration with our client we produced matrix where client ranking by Low-Medium-High (their key client
indicator) were crossed against our ICT spending (the new business Key indicator) which produces the below 9box.
As a result, we were able to identify categories of sales and marketing actions for each of the segment represented in
the 9-box matrix, implementing the RAD methodology.
Trivia Marketing International 2015 20
_color1 Pete Jonson CEO
Paul Baker CIO
Sandra Ryan Public Relations
Ralf Klein CMO
April Miller Project Development
20%
80%
80% accounts
20% accounts
Web site
Reseller
Salesrep
Shop/Retail
Mixed Channels
The top 20% accounts identified generate 80% revenue
Use the most appropriate channel
Connect with the right contact at
the right time
Sell the right product
Buying Power DATABASE (*)
Analytics & Business Intelligence
Deliver end-to-end solution
(*)BP= Buying Power = ∑ Product Annual Spending
Trivia Marketing International 2015 21
INQUIRIES:
Econographics and Demographics
Communication flag White Papers download
Seminar/Webinar/Conference -> Prospects to nurture
MARKETING LEADS:
Econographics and Demographics
Communication flag White Papers download
Competitive install Purchase channel Decision factors
-> Lead qualification
SALES LEADS:
Econographics and Demographics Communication flag Competitive install Purchase channel Decision factors
White Papers download BANT(*)
-> Ready for sales
DATA
MEETINGS
LEADS
€/$
Lead Positioning System - Hypertargeting
More efficient lead generation program
(*)BANT: Budget Authority Need Timeframe
Trivia Marketing International 2015 22
Find the prospects most likely to buy your products / services within the next 12 months
Ensure total market coverage and Increase market penetration
Enhance knowledge of customers/ prospects with additional indicators to enable accurate analytic and more precise segmentation
Bring NEW business Key content to your marketing strategy
Provide better relevance of marketing actions
Increase sales response rates and sales revenues
Ensure a better deliverability of messages (across channels)
Increase accuracy and depth of the total customer view - 360°
Rewards from the Trivia Marketing CBP Solution:
Get one step ahead of your competitors!
Trivia Marketing International 2015 23 www.trivia-marketing.com
“… people will forget what you said, people will forget what you did,
but people will never forget how you made them feel.”
Trivia Marketing International
+33 (0) 1 60 92 41 31
15 avenue de Norvège Parc d’Activité de Courtabœuf 91140 Villebon-sur-Yvette
contact@trivia-marketing.com /TriviaMarketingInternational
@TriviaMarketing
- Maya Angelou
Thank you!
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