LIST OPTIMIZER™ – CONTACT VALUATORList Optimizer™ Contact Valuator scores client contributed con-

tacts and those acquired from third party sources based on their

alignment to a predefined audience definition. Contact Valuator

appends social media, firmagraphics and other intelligence

attributes to each contact. Rather than evaluating solely on job

title, this appended intelligence provides key insight into the

contact record’s responsibilities and interests. To establish a

valuation, the model compares each contact’s ProspectDNA™ to

a predefined audience definition. Each contact receives an

individual, account and overall valuation. The score serves to

support contact prioritization, improve content alignment and

increase internal efficiencies.

THE PROCESSThe first step is to establish the contact name pool, comprised of client contributed and List Optimizer™

identified contact records. Job title selection is purposely broad, ensuring all potential contacts are identified.

The key benefit of Contact Valuator is its ability to go beyond the job title and seek to understand the person’s

roles, responsibilities and interests. With the pool established, contacts are enhanced with account and

individual intelligence. Multiple techniques are applied to identify the contact’s ProspectDNA™, which is

established based on social media, firmagraphics and other intelligence attributes. Contact Valuator then

compares each ProspectDNA™ to the audience definition and applies a valuation.

To illustrate, a client designs a marketing campaign to target technology security professionals with large

organizations. Between client provided data and contacts procured by List Optimizer™, the prospect pool is

comprised of 35,000 records. For this example, we’ll review the record for John Sample, which indicates he is

an IT Director at UPS.

As we know, a large organization will have

several IT Directors, many of which would

have no influence on their organization’s IT

security decision making. As a result, for a micro targeted campaign many marketers would suppress John

Sample simply based on his broad job title. With Contact Valuator, John’s ProspectDNA™ would be estab-

lished and reveal key insight into his roles and responsibilities at UPS.

SAMPLE RECORD FROM CONTACT POOL

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D E L I V E R I N G L I S T I N T E L L I G E N C E

Places a valuation on each contact based on its alignment to the audience de�nition

Valuation serves to support contact prioritization, improve content alignment and increase internal e�ciencies

Contact’s ProspectDNA™ includes intelligence gleaned from social media and other sources

© Copyright Oceanos, Inc. All Rights Reserved.

IT Director UPSSampleJohn

Seasoned information security executive with experience running global information security programs and working with matrix organizations.

Certi�cations: CISSP, CISA, CISM, CRISC

Specialties

- Information Security

- Risk Management

- Privacy

- Business Continuity

- Vendor Compliance

- Project Management

- Employee Management

- IT Architecture

- Strategic Planning- Regulatory Compliance- Developmental Security- Policy and Awareness Program Management

INDIVIDUAL & ACCOUNT INTELLIGENCE

IND

IVID

UAL

INTE

LLIG

ENCE

ACCO

UN

T IN

TELL

IGEN

CE

IT Security Certi�cations

Skills & Specialties

Scale of Responsibility

Job Title

Location & Industry

In�uence

Job Level

Job Function

Function

Location

In�uence

Responsibility

Certi�cations

Certi�cations

Certi�cations

Certi�cations

Specialties

Specialties

Specialties

Specialties

Specialties

Director

Technology

Security

New York

Signi�cant

Global IT Security

CISSP

CISA

CISM

CRISC

Information Security

Risk Management

Business Continuity

IT Architecture

Regulatory Compliance

Employee Size

Revenue

Industry Status

Software Install

Software Install

Software Install

Software Install

Software Install

Software Install

Software Install

Software Install

400,600

49.58

SIC 4513 Public

Symantec

VMware

F5 Networks

Oracle Solaris

10GB Networks

Cisco Catalyst Switches

Citrix XenApp

Oracle Application Server

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John Sample

D E L I V E R I N G L I S T I N T E L L I G E N C E

Lets take a deeper dive into John Sample’s ProspectDNA™ and the role it played within the valuation process.

© Copyright Oceanos, Inc. All Rights Reserved.

APPLICATIONWith a clear trend towards named account marketing, sales and marketing will be called upon to design

highly integrated campaigns to drive brand awareness and demand within the different stages of the demand

waterfall. Contact Valuator provides a platform for segmenting and prioritizing contacts based on their

ProspectDNA™.

Contact Valuator is applied at the campaign level to ensure the prioritization is aligned to the program’s

objectives, channel choice and budget. How the methodology would be applied with a multi-channel market-

ing program is outlined below.

Email - A standard email nurture program typically includes a wide moat of contacts, such as influenc-

ers, decision makers and end-users. Contact Valuator provides key insight into the potential worth of a

contact, which is then leveraged to drive segmentation and custom messaging/offers.

Phone - Outbound call campaigns typically include a small audience segment in comparison to gen-

eral email nurture. This increases the importance of selecting the optimal contacts from the pool.

Contact Valuator not only assists in the selection process, but also justifies why a contact was selected.

Direct Mail - With its increasing popularity, selecting the best possible contacts is pivotal. Contact

Valuator is the perfect solution for isolating the 500 or 1,000 best contacts for inclusion within a

targeted direct mail campaign.

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D E L I V E R I N G L I S T I N T E L L I G E N C E

© Copyright Oceanos, Inc. All Rights Reserved.