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1
Marketing Optimization and Sales Acceleration
Prachi Juneja | VP, Advanced Analytics Solutions | Boston | October 2
2
Today, Marketing organizations face numerous challenges…
of B2B marketers will
spend up to 50% of their
budgets on programmatic
advertising in 2016.
CMO.com (2015)
of CMOs are
under more
pressure to deliver
measurable ROI
of Marketing
Qualified Leads
(MQL’s) will never
close
Sirius Decisions Study Dun & Bradstreet (2016)
93% 78% 94%
3
In a competitive marketplace, it is becoming increasingly
difficult to find and connect with prospective customers
LIMITED BUDGETS BUT
AGGRESSIVE GROWTH
TARGETS
STAYING AHEAD OF THE
COMPETITION
TARGETED MARKETING
COMMUNICATIONS
Spamming the universe is not an
option anymore. So, how do you
target the right prospects?
With the explosion of marketing in
online, mobile and digital spaces,
how do you reach the right prospects
at the right time before your
competitors?
Prospects are overwhelmed with so
many available options and prefer
personalized messages addressing
their specific needs.
4
so important?
Analytics has proven success
Salespeople are investing their time poring
through a heap of possibilities to find the good
ones. If sales is a needle in a haystack, analytics
can make the haystack a whole lot smaller.
E R I C S I E G E L
Author of Predictive Analytics:
The Power to Predict Who Will Click, Buy, Lie, or Die.
TITLE OF PRESENTATION (EDIT USING: INSERT MENU > HEADER AND FOOTER)
Let’s see how D&B has applied analytics to
help a customer overcome these challenges
6
Customer Situation
Regional Business bank With multiple banking
products and services
Centralize Dialer team but
localized Branch Presence
Aggressive growth mandate
Struggling to meet
growth targets
Older marketing
strategy not
working
Needed business case
for the new Marketing
strategy
Sales not happy
with the marketing
leads supplied
Not much data
available in the way of
historical feedback
CHALLENGES :
Chief Analytic Officer, Fall
7
MARKETING
OPTIMIZATION
Marketing Optimization is a Journey – Prioritization is key
Chief Analytic Officer, Fall
IDENTIFY NEW
PROSPECTS
CUSTOMER
EXPANSION AND
PENETRATION
–Expand into White Space
–Get Ahead of Competition
–Pinpoint Cross Sell/Up Sell
Opportunity
–Drive Higher Retention
– Increase Customer
Engagement
Precision Targeting
Next Best Action
Strategy
A
B
C
8
A Customer Challenge, turned Opportunity – Step by Step
approach to Marketing Optimization
C U S TOME R
C E N T R I C M A S T E R
DATA
A DVA N CE A N A LY T I CS
F O R P R E C I S I ON
TA R G E T I NG
D R I V E S A L E S
E F F E C T I V E NE SS
Chief Analytic Officer, Fall
MARKETING
OPTIMIZATION
9
Analytics journey begins with Data – Key Considerations
DATA S O U R CE S
M O D E L F O R
T R A N S ACT I O NA L
S YS TE MS V S .
A N A LY T I C S
I N T E G RAT I ON
F O R U S E W I T H I N
M A R K E T I NG
S YS TE MS
C O N T I NUO US
L E A R N I N G
Chief Analytic Officer, Fall
10
360° VIEW
OF A
BUSINESS
Business
Firmographics
Vendors/
Suppliers Profile
Spend and Activity
Job Trends
Social/Intent
Business Viability
Risk Profile
Past Performance
Account/Product
Performance &
Profitability
Bank Multiple
Product
relationships
Geographical
Linkages &
Macro factors
Campaign History
and Performance
Master data view enables you to explore behavioral patterns
holistically across various dimensions & identify growth opportunities
Product Purchase
behavior
Chief Analytic Officer, Fall
11
Cluster by business behaviors, to build the most precise
propensity to buy models, that determine Next Best Actions
Chief Analytic Officer, Fall
Product Product
A B
C
D
E
Fir
mo
gra
phic
s
Transactional / Point of Sale
3
5
4
6 7
1 2
CLUSTERING PRODUCT AFFINITY ANALYSIS
KNOWING THAT CUSTOMERS
IN SEGMENT 3…
MOST COMMONLY BUY
PRODUCT A PAIRED WITH D…
LEADS TO PRECISE, HIGHLY
EFFECTIVE CROSS-SELL RESULTS
ACTION = CROSS-SELL D
Only Bought A
THE RIGHT MESSAGE AT THE RIGHT TIME TO THE RIGHT CONTACT
IMPROVES CLOSE RATES, INCREASES DEAL SIZE AND IMPROVES RELATIONSHIPS
3
12
PEER GROUP
WALLET
SIZE ESTIMATE ABC CO.
SPEND
D&B
PEER GROUP
DEMAND
POTENTIAL
Prioritize resources based upon value estimation and
likelihood to purchase (propensity)
$75K
INDIVIDUAL
CUSTOMER SPEND
WITHIN PEER
GROUP
PEER GROUP
DEMAND
ESTIMATION GAP
(PDEG)
ANALYTICS CREATE
RATIONAL GROUPS
AVERAGE D&B WALLET
SIZE ESTIMATIONS
PRIORITIZE SPECIALIST RESOURCES AND TACTICS BASED
ON COMBINATIONS OF PEER GROUP DEMAND ESTIMATION
GAP & LIKELIHOOD TO PURCHASE (PROPENSITY)
RATIONAL
SUB GROUPS
HIGH
PDEG
HIGH
PROPENSITY
MOD
PDEG
MOD
PROPENSITY
PRIORITY
SERVICE
NURTURE
LOW
PDEG
LOW
PROPENSITY
Chief Analytic Officer, Fall
13
Use real time signals to analyze surge behaviors to identify
the RIGHT TIME to reach out to your prospects
ANALYZING MANY
ATTRIBUTES OVER YEARS …
…TO PREDICT THE
PREDICTORS…
… TO ANTICIPATE BUSINESS
OUTCOMES
PREDICTIVE
OUTCOMES
REAL TIME
SIGNALS
HISTORICAL CHANGES
Predictive
Modeling
Chief Analytic Officer, Fall
ANTICIPATE DEMAND SURGE
14
Finally created a tiered prospecting strategy layering the
assets to identify the high value prospects
Customer Base
Propensity to Buy additional products
Customer Segmentation
Propensity to purchase multiple products
Value Estimation
Optimize Response
Enhance Close Rates
High Value Prospects
For Cross Sell
Reach out to
the Right
Businesses
With the
Right Message
At the
Right Time
Chief Analytic Officer, Fall
15
But our job was not done!
NEXT PRODUCT
RECOMMENDATION
AND ENABLE A PRODUCTIVE
CONVERSATION
SALES EFFECTIVENESS IS OFTEN OVERLOOKED BUT IS CRITICAL
IMPROVES CLOSE RATES, INCREASES DEAL SIZE AND IMPROVES RELATIONSHIPS
CONTACT OPTIMIZATION PRESCRIPTIVE INSIGHTS
Chief Analytic Officer, Fall
Customer
Segment
Contact Time
Range
3 Morning
Afternoon
Evening
Late Evening
Fir
mo
gra
phic
s
Campaign Responses
3
5
4
6 7
1 2
RESPONSE ANALYSIS
KNOWING THAT RESPONSES
IN SEGMENT 3…
MOST COMMONLY RESPONDED
IN EVENING …
Qualifying Lead Reasons –
• Multi-Product discounts
• Surge Reasons
• Competitive Insights etc.
16
...and finally, built a strategy for “Feet on the street” pilot
operations
FOCUS BRANCH LEVEL
MARKETING EFFORTS –
– Spatial analytics to identify high
density zones with growing
businesses
– To select door to door marketing
efforts at a local level
– And plan events and ad placements
Chief Analytic Officer, Fall
D&B has used analytics drive powerful results
YOU CAN TOO!
Improve campaign
performance by
15%
Reduce sales
cycle by
10-12 days
Target Effectively Increase Conversions Better Campaigns Accelerate Sales
Improve predictive
targeting by
20-30%
Increase web
conversions by an
average of
12%
18
Enable Continuous Learning – Analytics is not one and done!
Success lies in a business’s
ability to predict/foresee
and dynamically address
these challenges to drive
the right business
outcomes
DESIGN
IDEAS
DATA DEVELOP
LEARN BUILD
MEAUSRE
GREATER CONTROL
INCREASE MARGINS
DRIVE GROWTH
Chief Analytic Officer, Fall
19
Q A
Chief Analytic Officer, Fall