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Retain Acquire Develop Client Buying Power Solution BusinessAccelerator 2.0 Didier Andrieu, August 2015 Nothing is permanent except change!
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Page 1: Trivia marketing solutions services v14 uk

Trivia Marketing International 2015 1 Retain Acquire Develop

Client Buying Power Solution

BusinessAccelerator 2.0

Didier Andrieu, August 2015 Nothing is permanent except change!

Page 2: Trivia marketing solutions services v14 uk

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

Page 3: Trivia marketing solutions services v14 uk

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?

Page 4: Trivia marketing solutions services v14 uk

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

Page 5: Trivia marketing solutions services v14 uk

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!

Page 6: Trivia marketing solutions services v14 uk

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.

Page 7: Trivia marketing solutions services v14 uk

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

Page 8: Trivia marketing solutions services v14 uk

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

Page 9: Trivia marketing solutions services v14 uk

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

Page 10: Trivia marketing solutions services v14 uk

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

Page 11: Trivia marketing solutions services v14 uk

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 • …

Page 12: Trivia marketing solutions services v14 uk

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

Page 13: Trivia marketing solutions services v14 uk

Trivia Marketing International 2015 13

Client Buying Power Solution

In more details …

Page 14: Trivia marketing solutions services v14 uk

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.

Page 15: Trivia marketing solutions services v14 uk

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€

Page 16: Trivia marketing solutions services v14 uk

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

Page 17: Trivia marketing solutions services v14 uk

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

Page 18: Trivia marketing solutions services v14 uk

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

Page 19: Trivia marketing solutions services v14 uk

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.

Page 20: Trivia marketing solutions services v14 uk

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

Page 21: Trivia marketing solutions services v14 uk

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

Page 22: Trivia marketing solutions services v14 uk

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!

Page 23: Trivia marketing solutions services v14 uk

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

[email protected] /TriviaMarketingInternational

@TriviaMarketing

- Maya Angelou

Thank you!


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