crunching “big data” to drive 2012 revenue growth: the 5 myths of sales & marketing...

Crunching Big Data

5 Myths of Sales and Marketing Analytics

November 17, 2011

IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE © 2011, MarketBridge Corp. |

Agenda

State of the Market

Is “Big Data” analytics helping companies improve Sales & Marketing performance?

The Five Myths of Sales & Marketing Analytics

Overcoming the barriers to faster results, bigger impact

A Scalable Framework for Sales & Marketing Analytics

MarketBridge DemandAnalytics approach


Overall Deployment and Use of Analytics Source: MIT/Sloan Management Review, Fall 2010 (co-sponsored by IBM) 3,000 executives

What is your tendency to use Analytics vs Intuition to drive critical business decisions?

What are the critical barriers to widespread adoption of Analytics in your business?


Top Pressures Facing CMOs Source: Aberdeen Group Survey of 160 CMOs, July 2011


Marketing Execs’ Most Important Organizational Issues Source: Unica Survey of 279 On-line and Direct Marketing Professionals, 2011 Annual Marketing Survey


Marketing Execs’ Bottlenecks to Performance Improvement Source: Unica Survey of 279 On-line and Direct Marketing Professionals, 2011 Annual Marketing Survey


Web Data is becoming Critical to Customer Analytics and Marketing Decision-Making


State of the Market Sales & Marketing Analytics

High sense of senior executive need and urgency for better Analytics…. Strong need to “connect” Marketing analytics to Sales and revenue performance …But many “hidden barriers” to achieving faster results… …and a perception significant investment with unproven payback


Agenda

State of the Market







The Five Myths of “Big Data” and Sales & Marketing Analytics

1. “Big Data” means big IT investment

Assumptions • Large infrastructure investment (servers,

storage, processing power) • Expensive software licenses • Data acquisition, cleansing, management

Reality • Cloud-accessible processing capacity is

up, costs are down • Most companies have – and don’t use –

the necessary software tools • Sales & Marketing data is already

“streaming” into your operations – you just need to capture it




2. Social Media and Digital Marketing change all the rules

Assumptions • Social/digital are creating a complete

change in how customers buy • Social media and on-line data is difficult to

capture; behavior hard to influence

Reality • Social/digital are changing how prospects

find and learn about products… • …but on-line behavior can be captured

with new, readily accessible tools… • …and most customers will still engage via

traditional marketing and sales channels • Learn/shop/buy process still applies





3. PhD-level talent combined w/ low cost offshoring are critical

Assumptions • Analytics is labor intensive (date capture,

cleansing, etc.)… • …and requires sophisticated model

development and predictive analytics expertise found only in PhDs

Reality • Yes, as Analytics efforts get larger labor

intensity can grow…. • ..but too many Analytics investments try

to “boil the ocean” and solve all business problems

• Focused Analytics efforts directed at making specific decisions can be delivered with nimble SWAT teams…

• …and while PhD skills are valuable, they often “overshoot” the needs of decision-making execs






4. Dashboards and visualization are essential to Sr. Exec. acceptance and organizational deployment

Assumptions • Top priority is to get a clear understanding

historical data and trends… • …and company needs simple, powerful

GUI interfaces to provide access to Analytics across the entire organization

Reality • Reporting and dashboards are a critical

but not sufficient to realize business value – they tend to be “look back” and descriptive only.

• To make decisions that increase revenues or reduce costs, Analytics must be forward-looking and prescriptive - what’s likely to happen next quarter and what should we do about it?


What Analytics Techniques will Create Value over the Next 24 Months? Source: MIT/Sloan Management Review, Fall 2010 (co-sponsored by IBM) 3,000 executives







5. Analytics is a long-term investment w/ limited near-term financial impact

Assumptions • Multi-million dollar investment in

software, technology infrastructure, data and people

• Big potential payback in 2 years

Reality • According to Gartner, 50% of all Analytics

investments “die of the own weight” • Targeted Descriptive Analytics can lead to

clearly identified cost savings w/in 2 quarters (program elim’s, spending shifts)

• Targeted Predictive Analytics can drive increased revenues on a monthly basis (e.g. prioritized sales calls to high score prospects, predictive renewals and upgrades)







5. Analytics is a long-term investment w/ limited near-term financial impact

The bar needs to be raised

Sales & Marketing Analytics must be delivered:

Faster Better Cheaper

…and have a more immediate

impact on financial performance


Agenda

State of the Market







The New Customer Relationship Development Process Capturing the “Big Data” of Marketing and Sales Interactions

Marketing Sales Channels

Search & On-Line “Footprints”

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Pro

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Event Attendance

Service History

Purchase History

Campaign Response

Contract Details

Web Content & Downloads

Sales Interactions

Service & Support

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Customer Relationship Development

Digital Marketing Data

CRM and Sales Engagement Data C

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Point-of-Sale and Service Data

$$

© 2011, MarketBridge Corp. | Page 18

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DemandAnalytics: Marketing & Sales Business Intelligence Leveraging “Big Data” to Drive Revenues and Optimize Spending

Marketing Sales Channels

Cu

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Bu

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ss

Service & Support

Ve

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Customer Relationship Development

DemandAnalytics/ Marketing Reporting & Optimization

DemandAnalytics/ Predictive Customer Behavior

DemandAnalytics/ Sales Channel Performance

B

usi

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s In

telli

gen

ce

Solu

tio

ns

Buyer on-line profiles

Online/Offline Customer

Segmentation

Market basket

Next logical product

Retention/Loyalty Analysis

Purchase incentives

Channel preference

Search/social effectiveness

Media placement

Direct marketing cost per lead

Return on Marketing Investment

Pipeline analysis & revenue

forecasting

Won/loss analysis

Sales resource productivity

Cost-to-sell economics


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What is MarketBridge’s DemandAnalytics?

Skilled Business Intelligence Professionals

Proven Analytics Processes & Algorithms

The DemandAnalytics Solution Stack

Customer & Industry Data

Customer dB

Collect Data

Report Results

Analyze & Predict

DemandAnalytics are a set of business intelligence solutions that help companies improve Customer Analytics and optimize Sales & Marketing resource deployment. Leveraging the explosion of “Big Data” from customer web interactions, digital marketing tactics, CRM pipeline, and revenue billing systems, DemandAnalytics provides clients with on-demand reporting and actionable insights to improve growth, control costs, and enhance margins.

DemandAnalytics provides clients with a managed services – hosted remotely or on client site IT platforms – to capture, report, and analyze Sales & Marketing data for:

Predicting Customer Behavior: Leveraging customer interaction data to segment customers and predict likely buying patterns

Marketing Reporting & Optimization: Collecting, tracking, reporting and analyzing the performance of both on-line and off-line marketing tactics and programs.

Sales Channel Performance: Analyzing how Sales channels -- both captive and channel partners – can improve productivity through better buyer targeting, call pattern prioritization, and offer/message tailoring.

DemandAnalytics methodology and solution stack (technology, process, people) is configurable to meet specific client needs and address specific business objectives such as customer acquisition, customer retention, product upsell/cross-sell, new product launch, or channel sales enablement.

Business Intelligence Technologies



Wanna Learn More?

Call Us

Discuss your issues, our passion

Complete a Rapid Assessment

2-4 weeks

Understand key business issue(s) and drivers

• Acquisition

• Retention/Renewal

• Penetration

Assess specific Analytics opportunity or existing program

ID low hanging fruit and big payback

Create “self-funding” business plan

Engage in a Program

Work with your business executives and analytics team

Accelerate analytics-to-impact

Provide managed service that combines software, technology, data, and professional service expertise

Achieve measurable business impact

Follow our blog: www.salesandmarketinganalytics.com

Tim Furey, CEO [email protected] 240-752-1825 Mike Kelleher, SVP Business Development [email protected] 240-752-1819 Mike Riordan, SVP & GM Analytics [email protected] 240-752-1851

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crunching “big data” to drive 2012 revenue growth: the 5 myths of sales & marketing...

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