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Activating Data To Support and Direct A Sales and Retention Process

DataActiva’s Approach to Data-Driven Business Processes

DataActiva.com

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OverviewData activation initiatives are being launched in many companies worldwide, as managers, administrators, and analysts learn to activate and link various streams of structured (relational databases spreadsheets and even XML files) and unstructured data (word processing documents, PDF files, e-mail messages, blogs, Web pages, video, pictures and social sites) into actionable analytics, reports, and mobile applications for everyone in the organization.

While the advantages of data activation are well documented, they should be seen as part of a deliberative process, whose success depends on technology platforms(Business Intelligence (BI) and Analytics), management buy-in, as well as well-designed robust analytics.

Our company, DataActiva, activates streams of structured and unstructured data in order to optimize data-driven decision making. At DataActiva we consider data activation to be a tremendous opportunity to enhance and even transform how you run your business. In this presentation we focus on retention and sales.

Improve cost-effectiveness, customer relationships, and operating environment!

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Data Types for Business Planning

Structured DataFlat files in Record Format, GEO location data,HTML5 micro-data,Legacy data, Log files, Micro-formats, Sensor data,Spreadsheets

Semi-Structured DataDocuments containing meta-data tags, EDI documents, RSS feeds, XML objects

Unstructured DataBinary Large Objects, Business record requiring control, content management data, digital assets, dynamic content (multiple users) email, text messages, chat, intellectual property data, social data, specialized content (web)static documents, taxonomies/ontologies, voice recognition

Complex Structured DataHierarchically structured data(xml-based MISMO)

No longer limited to structured data!

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Transactions, Interactions and Observations

ERPBuying BehaviorPayment Record Purchase History

Customer Experience (CRM)SegmentationTouchesOffersContacts

WEBWeb LogsM2MOffer HistoryA/B TestingDynamic PricingAffiliate NetworksSearch MarketingBehavioral TargetingDynamic Funnels

DATA Varies by:VelocityVarietyVolumeVeracity

VisualizationVariability

Value

IoTSensors/RFID/DevicesMobile WebSentimentUser Generated ContentSocial Interaction & FeedsSpatial & GPS CoordinatesExternal DemographicsBusiness Data FeedsHD,Video, Audio,Images Speech to TextProduct Service LogsSMS/MMS

Activating and Integrating Data From ERP, Customer Experience, WEB and IoT for3 Business Planning

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Basic Stages for Sales and Retention

• Prospecting and Qualifying Leads

• Initiating Contact and Identifying Needs

• Present Offer and Manage Objections

• Close sale

• Retention, future sales and Referrals

Activating data streams to support your sales and retention efforts!

Prospecting

Initiation

Close Retention

Offer

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Prospecting and Qualifying Leads

Activating ERP, Segment into workable clusters, calculate the cost to serve, build business-as-usual profile

Build Prospect Database, Supplement with demographics, forecast usage. Compare to your customer DB, and identify opportunities.

Qualify leads by:Receptivity and RevenueQuantitative GoalsMarket Penetration Needed Implementation TimeImpact on Company Brand

DB of scored qualified leads for initiation.

Seeking out new qualified customers!

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Initiating Contact and Identifying Needs

Activating scored qualified leads for initiation. Segment into workable need clusters and specialties

Select Initiation TechniquesCold calling, networking sending out direct mail, attending trade shows dialers, voicemail automation tools, email templates, click-to-call and prospecting metrics dashboards. and placing contact forms on a website.

Monitor the efficacy of methods.Take a serious look at your production. Where has your business come from in the past? What marketing channels and methods have you used that worked well?

DB of scored qualified leads with contacts.

Change cold into hot prospects!

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Present Offer, Manage Objections and Close

Activating Prospect Database. Lifetime Value, Needs Assessment Cost of Service

Select Type of OfferProposal, In-person presentation, Sole-Source, AuditCosting ModelCompetitive Intelligence

Monitor the efficacy of offers.Who was responsible for efforts?Win or loseReasons for?

DB of offers made scored qualified leads with contacts. Wins losses, mitigating circumstances.Closing rate, Client comments

Seeking out new qualified customers!

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Retention, Future Sales and Referrals

Activating ERP, Segment into workable clusters, calculate the cost to serve, build business-as-usual profile

Supplement with contacts, demographics,Value segments, Forecasting usage changes , cluster codes, satisfaction/loyalty scores, external data, CRM, Internet, IoT

Assessment of the product and customer experience to predictor customer loyalty and customer retention Compare churn and growth rates to determine if there was overall growth, as well as competitor activity.

Develop strategies to retain customers, implement and change. Evaluate the efficacy of the strategy.

Satisfied retained customers spend more, cost less and refer new potential customers!

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Data Integration

Data acquisition for BI, analytics and data warehousing

Sourcing and delivery of master data in support of masterdata management (MDM)

Data migrations/ conversions Inter-enterprise

data sharing

Support for governance and managementof data assets

Extracting data from operational systems, transforming and merging that data, and delivering it to integrated data structures for analytic purposes.

Enabling the connectivity and integration of the data representing critical business entities such as customers, products and employees

Ensuring database-level consistency across applications, both on an internal and an inter-enterprise basis

Providing data to, and receiving data from, external trading partners (customers, suppliers, business partners and others)

Collecting audit and monitoring information regarding the deployed data integration services and processes in the organization.

Integrating and mapping various data streams into an analytic platform!

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Data mining, Statistics, Math, Visualization, Machine Learning, AI

§ Data preparation and exploration

§ Prediction§ Classification§ Segmentation/Clustering§ Affinity analysis and

association rules§ Model evaluation and

selection§ Deriving insight§ Scoring New Data§ Machine Learning§ Artificial Intelligence

Interactive analysis and insights from integrated advanced analytic platform!

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Data ActivationCompanies must process and store ever increasing flows of digital information. However, it has become imperative to use and activate these data flows to make decisions.

Data activation precipitates innovations, such as new pricing models, new ways to engage with your customers and partners, operational efficiencies, compliance and risk monitoring, and new market opportunities.

Analytics is no longer for innovators. It has become the standard that companies must emulate.

Acquisition & Munging

Math, Stats & Data Mining

Interactive

Data Visualization

Deliberative process based on well-designed robust data science and advanced analytics!

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Thanks!

Dr. Steven Cosgrove

DataActiva UG

Walpodenstraße 4

55116 Mainz

49 (0) 151 5290 9769 (mob)

49 (0) 6131 9719 599 (tel)

dataactiva.com

stevencosgrove@dataactiva.com