MarketBridge SmartAnalytics

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Published on March 9, 2014

Author: jrobertslaughter

Source: slideshare.net

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MarketBridge SmartAnalytics A Customer Centric - Business Mindset Applied to Technical Methodology

Business Mindset>>Solution Simplicity>>Agility

MarketBridge SmartAnalytics A Customer Centric - Business Mindset Applied to Technical Methodology @RobertSlaughter @MarketBridge

©2012 MarketBridge Corp.– 2 – MarketBridge’s Focus MarketBridge delivers digital customer engagement and analytics solutions to our Fortune 1000 and emerging growth clients by connecting marketing and sales to increase pipeline volume, velocity, close rates, and customer loyalty. Best-of-Breed Technology Platforms World-Class Clients

©20014 MarketBridge Corp.– 3 – Our Mindset – Improve Performance and Efficiency with Analytics We help organizations improve their connected marketing and sales through analytics. The result is more accountable programs and better top-to-bottom pipeline conversion rates, yields, and revenue growth.

©2014 MarketBridge Corp.– 4 – The Customer Journey: The customer path is complex… Reach Engage Convert Expand OnlineOffline Search Display Email Direct mail Sales call Call center / Telesales Site Social Print Enterprise segmentation and ROI modeling defines the mix and relative timing of the touch points Alert based reporting and pathing analytics driven from this customer’s site behavior determine: the next touch should be via personalized email with a custom offer Predictive analytics determine a DM touch to be impactful and cost effective to drive sell at this point in the customer’s lifecycle Lead prioritization based on a combination of enterprise segmentation, future value predictions and behavioral triggers recommend a set of sales plays that ultimately results in a converted sale Sales touch Marketing impression

©2012 MarketBridge Corp.– 5 – SMART Analytics™ Aligning Sales and Marketing Resources to the Customer Buying Process • New Customer Acquisition • Missed Purchase (Account) • Missed Purchase (Category) • Specific Product Purchase • New location added • New Product Added to Inventory • Reduction in purchasing over period • Lookalike trigger • Upsell trigger • Dormant account • Service inquiry … Trigger event? Message? • Brand messaging: reliability • USP: value, savings • Don’t miss out, act fast! • Welcome • Did you forget? • Did you know? • Don’t be left in the dust • Integrated offering • Best in class Medium? Offer? Email • 5% off • Free Shipping • Extended warranty • Trial service contract • No offer Channel? • Call us: 800 • Contact your sales rep • Buy online • In-store • Print

©2013 MarketBridge Corp.– 6 – Monetizing those inflection points supported by Analytics It sounds good, but the data are big and complex and the analytics and implementation are hard. So why do it? 600K+ new prospects through community development with 3x likelihood of closing…driving $28MM of customer lifetime value HEALTH INSURANCE Incremental sales of $15MM in in last 12 months (touching 75 MM total revenue) for a high tech client through customer segmentation and targeting HIGH TECH Over the past five years a large tech company realized over $100MM per annum incremental sales through program targeting and lifecycle management FINANCIAL SERVICES Approximately $29MM in incremental revenue for a large investment bank through customer intelligence and demand forecasting HIGH TECH The returns are there.

©2014 MarketBridge Corp.– 7 – SMART Analytics ™ : Why We’re Different Business Mindset Solution Simplicity The technical approach and methodology is important …. As we apply math to business, we capture the complexity in proxies for targeting, segmentation, and reporting F CP Frequency Channel Preference V Industry Vertical LTV Lifetime Value Agility Our analysts understand the business of sales and marketing which allows us to frame, execute, deliver and implement the analytics in a useable and impactful way We utilize standard approaches across all phases of analytic delivery (for speed of delivery and impacts); this is augmented with flexible, custom methodologies tailored to fit your business

©2012 MarketBridge Corp.– 8 – PROFIT IMPROVEMENT Cost Reduction Productivity Improvement Mix Optimization MaximizeEfficiency SMART Analytics ™ Methodology End-to-end Method to Deliver Business Performance via Analytics 1st Party Sources Outbound Marketing Impressions PurchaseSite 3rd Party Sources Segmentation Sales and Marketing Program & Campaign Analytics Predictive Analytics Measurement WHO Target Audience WHEN Contact Cadence WHAT Offer WHERE Media & Channel Product Recommendation Engine Lifetime Value Propensity Modeling Forecasting Market Basket Mix & Statistical Analysis Program Optimizer Campaign Hub Insight Hub Channel Partner Hub Social Ruler Explanatory Modeling ROI Analysis Testing DOE Incremental Measureme nt Engagement Value Attribution Lead Ladder SMARt Segmentation Reporting SMARt Reporting Suite KPI1 KPI2 KPI3 KPI4 AllBuyers 405,391 53,937 69,103 66,134 42,155 Dept.1:CATEGORYA 20.3% 19.7% 21.2% 21.9% 21.2% Class5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept.24:CATEGORYB 44.8% 36.6% 41.3% 44.0% 46.1% Dept.25:CATEGORYC 14.1% 16.7% 16.7% 15.8% 14.5% Dept.37:CATEGORYD 0.4% 0.4% 0.3% 0.4% 0.4% Dept.81:CATEGORYE 3.1% 4.1% 2.9% 2.9% 2.8% Dept.85:CATEGORYF 26.5% 30.7% 27.0% 25.7% 25.3% ABC Filter SMARt Dashboard KPI1 ABC Filter All Buyers 405,391 53,937 69,103 66,134 42,155 Dept.1:CATEGORY A 20.3% 19.7% 21.2% 21.9% 21.2% Class 5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept.24:CATEGORY B 44.8% 36.6% 41.3% 44.0% 46.1% Dept.25:CATEGORY C 14.1% 16.7% 16.7% 15.8% 14.5% Dept.37:CATEGORY D 0.4% 0.4% 0.3% 0.4% 0.4% Dept.81:CATEGORY E 3.1% 4.1% 2.9% 2.9% 2.8% Dept.85:CATEGORY F 26.5% 30.7% 27.0% 25.7% 25.3% KPI2 ABC Filter All Buyers 405,391 53,937 69,103 66,134 42,155 Dept.1:CATEGORY A 20.3% 19.7% 21.2% 21.9% 21.2% Class 5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept.24:CATEGORY B 44.8% 36.6% 41.3% 44.0% 46.1% Dept.25:CATEGORY C 14.1% 16.7% 16.7% 15.8% 14.5% Dept.37:CATEGORY D 0.4% 0.4% 0.3% 0.4% 0.4% Dept.81:CATEGORY E 3.1% 4.1% 2.9% 2.9% 2.8% Dept.85:CATEGORY F 26.5% 30.7% 27.0% 25.7% 25.3% Filter KPI3 ABC Filter All Buyers 405,391 53,937 69,103 66,134 42,155 Dept.1:CATEGORY A 20.3% 19.7% 21.2% 21.9% 21.2% Class 5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept.24:CATEGORY B 44.8% 36.6% 41.3% 44.0% 46.1% Dept.25:CATEGORY C 14.1% 16.7% 16.7% 15.8% 14.5% Dept.37:CATEGORY D 0.4% 0.4% 0.3% 0.4% 0.4% Dept.81:CATEGORY E 3.1% 4.1% 2.9% 2.9% 2.8% Dept.85:CATEGORY F 26.5% 30.7% 27.0% 25.7% 25.3% KPI4 ABC Filter All Buyers 405,391 53,937 69,103 66,134 42,155 Dept.1:CATEGORY A 20.3% 19.7% 21.2% 21.9% 21.2% Class 5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept.24:CATEGORY B 44.8% 36.6% 41.3% 44.0% 46.1% Dept.25:CATEGORY C 14.1% 16.7% 16.7% 15.8% 14.5% Dept.37:CATEGORY D 0.4% 0.4% 0.3% 0.4% 0.4% Dept.81:CATEGORY E 3.1% 4.1% 2.9% 2.9% 2.8% Dept.85:CATEGORY F 26.5% 30.7% 27.0% 25.7% 25.3% WHAT? Is happening in your sales and marketing funnel? WHY Is it happening ? Analytic Roadmap Analytic Automation INTEGRATE analytics into your Marketing Automation and CRM environments Recommendations Data Management Lead Optimizer Site Audit Channel Optimizer Partner Service Sales Store Compiled Demo/ Firmo SpecialtySocial Research Survey CAPTURE and INTEGRATE the data that provides business value by supporting decisioning, insights, and execution CE O CF O CSO CMO Define Objectives Executive Alignment REVENUE GROWTH Acquisition Cross-Sell / Up-sell Retention Market expansion Engagement Investment Priorities DEFINE a common framework that persists across sales and marketing RECONCILE competing priorities and align on investment priorities Build the Roadmap ENABLE better decisions through analytics; monetize and prioritize the corresponding initiatives Deployment SO WHAT? Business advisors and technology solutions to support decisions Get the analytics IN MARKET, in the hands of sales and marketing teams working toward your objectives Execution Measure and Learn EXECUTE effective and impactful push sales and marketing communications and responses to pull requests Customized, lifecycle relevant email Personalized site content Telesales targeted to receptive buyers Top of the funnel, targeted display and remarketing Higher cost mail, slotted to generate the best ROI Highly architected sales playbook Complimentary search campaigns with pull-through Reach Engage Convert Expand Sales touch Marketing impression OnlineOffline Search Display Email Direct mail Sales call Call center / Telesales Site Social Print ORCHESTRATE a series of integrated touch points and responses across sales and marketing to optimize key outcomes Evolution Business PROCESS CHANGE, change management, and ongoing learnings and build a RESULTS oriented culture KPI1 KPI2 KPI3 KPI4 AllBuyers 405,391 53,937 69,103 66,134 42,155 Dept.1:CATEGORYA 20.3% 19.7% 21.2% 21.9% 21.2% Class5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept.24:CATEGORYB 44.8% 36.6% 41.3% 44.0% 46.1% Dept.25:CATEGORYC 14.1% 16.7% 16.7% 15.8% 14.5% Dept.37:CATEGORYD 0.4% 0.4% 0.3% 0.4% 0.4% Dept.81:CATEGORYE 3.1% 4.1% 2.9% 2.9% 2.8% Dept.85:CATEGORYF 26.5% 30.7% 27.0% 25.7% 25.3% ABC Filter KPI1 ABC Filter All Buyers 405,391 53,937 69,103 66,134 42,155 Dept. 1: CATEGORY A 20.3% 19.7% 21.2% 21.9% 21.2% Class 5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept. 24: CATEGORY B 44.8% 36.6% 41.3% 44.0% 46.1% Dept. 25: CATEGORY C 14.1% 16.7% 16.7% 15.8% 14.5% Dept. 37: CATEGORY D 0.4% 0.4% 0.3% 0.4% 0.4% Dept. 81: CATEGORY E 3.1% 4.1% 2.9% 2.9% 2.8% Dept. 85: CATEGORY F 26.5% 30.7% 27.0% 25.7% 25.3% Data organization Reporting & insights Campaign execution Data capture and storage Analysis and decisioning Feedback loop Closed loop test and learn processes Adoption and evolution of data flows and software connections Frame Define the key objectives, align investments and c-level priorities and build out a roadmap for accountable sales and marketing initiatives Collect Selectively extract and organize raw interaction and behavioral data to support key business objectives Analyze Sift through the most critical data to turn raw data into actionable insights and advice to further business objectives Deliver Actionable reporting, forward-looking insights, and consumable predictions needed by decision makers and execution teams Act Execute the tactics and campaigns in an informed, well orchestrated series of touches while embracing ongoing change and evolution Measurement Framework Measurement Audit Define how SUCCESS is measured at all levels KPI Pyramid

©2012 MarketBridge Corp.– 9 – SMART ™ Buyer Persona Segmentation A persistent, cross-sales and marketing platform Organizations are overrun by many different forms of “segmentation”…as a concept, it is over-used and as a result often misunderstood. An effective sales and marketing function needs an enterprise level Sales and Marketing (SMART) Segmentation solution. This becomes: • The common language for talking about your customers across sales, marketing, and beyond. • A platform for defining your sales and marketing programs and campaigns • The persistent framework that works with other strategies (predictive models, trigger- based decisioning, etc…) to plan, optimize, and measure Segmentation SMARt Segmentation DEFINE a common framework that persists across sales and marketing Analyze Sift through the most critical data to turn raw data into actionable insights and advice to further business objectives

©2012 MarketBridge Corp.– 10 – Q4 was shaping up to be a great quarter and then it was a complete flop; what happened? What products are often bought together? Or in sequence so I can tailor bundling and next best offer and communication decisions Which accounts are most likely to have a need for a newly launching product? How do I determine who will be most receptive to an upsell offer? SMART ™ Predictive Analytics Predictive analytics, while widely adopted in legacy marketing circles, are still under adopted in digital marketing channels and sales force optimization. Positive ROI predictive analytics and statistics are: • Shifting to leverage tools and data structures that increasingly support agility; • Moving away from batch-based processes to real-time and near real-time applications • Providing sales organizations and digital marketers a competitive advantage Lifetime Value Propensity Modeling Forecasting Market Basket Mix Explanatory Modeling How do I best prioritize the use of more expensive channels such as telesales and field sales agents? Which leads do I push to digital channels instead? What does future lead volume look like so that I can plan my call center staffing accordingly? What incremental value does my loyalty program provide? BUSINESS QUESTIONS EFFECTIVELY ANSWERED WITH PREDICTIVE ANALYTICS: Predictive Analytics Product Recommendation Engine Lifetime Value Propensity Modeling Forecasting Market Basket Mix & Statistical Analysis Explanatory Modeling Lead Ladder Analyze Sift through the most critical data to turn raw data into actionable insights and advice to further business objectives

©2012 MarketBridge Corp.– 11 – SMART ™ Reporting Dashboarding and Reporting Approach Reporting SMARt Reporting Suite KPI1 KPI2 KPI3 KPI4 AllBuyers 405,391 53,937 69,103 66,134 42,155 Dept.1:CATEGORYA 20.3% 19.7% 21.2% 21.9% 21.2% Class5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept.24:CATEGORYB 44.8% 36.6% 41.3% 44.0% 46.1% Dept.25:CATEGORYC 14.1% 16.7% 16.7% 15.8% 14.5% Dept.37:CATEGORYD 0.4% 0.4% 0.3% 0.4% 0.4% Dept.81:CATEGORYE 3.1% 4.1% 2.9% 2.9% 2.8% Dept.85:CATEGORYF 26.5% 30.7% 27.0% 25.7% 25.3% ABC Filter SMARt Dashboard KPI1 ABC Filter All Buyers 405,391 53,937 69,103 66,134 42,155 Dept.1:CATEGORY A 20.3% 19.7% 21.2% 21.9% 21.2% Class 5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept.24:CATEGORY B 44.8% 36.6% 41.3% 44.0% 46.1% Dept.25:CATEGORY C 14.1% 16.7% 16.7% 15.8% 14.5% Dept.37:CATEGORY D 0.4% 0.4% 0.3% 0.4% 0.4% Dept.81:CATEGORY E 3.1% 4.1% 2.9% 2.9% 2.8% Dept.85:CATEGORY F 26.5% 30.7% 27.0% 25.7% 25.3% KPI2 ABC Filter All Buyers 405,391 53,937 69,103 66,134 42,155 Dept.1:CATEGORY A 20.3% 19.7% 21.2% 21.9% 21.2% Class 5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept.24:CATEGORY B 44.8% 36.6% 41.3% 44.0% 46.1% Dept.25:CATEGORY C 14.1% 16.7% 16.7% 15.8% 14.5% Dept.37:CATEGORY D 0.4% 0.4% 0.3% 0.4% 0.4% Dept.81:CATEGORY E 3.1% 4.1% 2.9% 2.9% 2.8% Dept.85:CATEGORY F 26.5% 30.7% 27.0% 25.7% 25.3% Filter KPI3 ABC Filter All Buyers 405,391 53,937 69,103 66,134 42,155 Dept.1:CATEGORY A 20.3% 19.7% 21.2% 21.9% 21.2% Class 5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept.24:CATEGORY B 44.8% 36.6% 41.3% 44.0% 46.1% Dept.25:CATEGORY C 14.1% 16.7% 16.7% 15.8% 14.5% Dept.37:CATEGORY D 0.4% 0.4% 0.3% 0.4% 0.4% Dept.81:CATEGORY E 3.1% 4.1% 2.9% 2.9% 2.8% Dept.85:CATEGORY F 26.5% 30.7% 27.0% 25.7% 25.3% KPI4 ABC Filter All Buyers 405,391 53,937 69,103 66,134 42,155 Dept.1:CATEGORY A 20.3% 19.7% 21.2% 21.9% 21.2% Class 5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept.24:CATEGORY B 44.8% 36.6% 41.3% 44.0% 46.1% Dept.25:CATEGORY C 14.1% 16.7% 16.7% 15.8% 14.5% Dept.37:CATEGORY D 0.4% 0.4% 0.3% 0.4% 0.4% Dept.81:CATEGORY E 3.1% 4.1% 2.9% 2.9% 2.8% Dept.85:CATEGORY F 26.5% 30.7% 27.0% 25.7% 25.3% WHAT? Is happening in your sales and marketing funnel? WHY Is it happening ? Deliver Actionable reporting, forward-looking insights, and consumable predictions needed by decision makers and execution teams

©2012 MarketBridge Corp.– 12 – Data Collection and Management It will often constrain us Actionable analytics are often hampered by legacy approaches to collecting, managing, and analyzing data. Issues: 1. Lots of data are stored in back-end systems that are not user friendly, are poorly documented, and require specialized resources to leverage 2. Enterprise BI systems aren’t much better… and they are slow and expensive to stand up and maintain 3. The layers of software to support and maximize sales and marketing activities are disconnected and inconsistent 4. Organizations have myriad data assets scattered across these systems and beyond 1st Party Sources Outbound Marketing Impressions PurchaseSite 3rd Party Sources Campaign Hub Insight Hub Channel Partner Hub Data Management Partner Service Sales Store Compiled Demo/ Firmo SpecialtySocial Research Survey CAPTURE and INTEGRATE the data that provides business value by supporting decisioning, insights, and execution Collect Selectively extract and organize raw interaction and behavioral data to support key business objectives

©2012 MarketBridge Corp.– 13 – How we engage Flexible engagement models Project-based (fixed scope or time and materials) Retained team / ongoing engagement Staff augmentation Combined project and retained engagement We have flexible engagement models tailored to what works for our clients

– 14 – Prospect Generation Lead Nurturing Opportunity Management Loyalty & Retention MarketBridge –What We Do MarketBridge delivers revenue productivity at every stage of your pipeline We offer our clients a unique blend of required skills to reach, engage, and convert more customers STRATEGISTS + PRACTITIONERS + TECHNOLOGISTS + DATA SCIENTISTS $ ..with technology-enabled RevenueEngines ™ solutions to engage customers how they want to buy…. …informed by our data- driven SMART™ analytics foundation • Buyer Persona Segmentation • Digital & Social Engagement • Content Marketing • Online Communities • Sales Enablement • Digital Sales Coverage • Digital & Web Analytics • Predictive Models • Performance Measurement & Dashboards • Customer Cloud The very best companies profitably grow their revenues by connecting marketing and sales to reflect a NEW CUSTOMER BUYING JOURNEY

@RobertSlaughter Digital Practice Lead, Client Development rslaughter@market-bridge.com +1 202 507 9033 @RobertSlaughter @MarketBridge

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