chief analytics officer fall usa 2017 - prachi juneja - dun & bradstreet

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Marketing Optimization and Sales Acceleration

Prachi Juneja | VP, Advanced Analytics Solutions | Boston | October 2

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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%

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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.

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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

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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

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MARKETING

OPTIMIZATION

Marketing Optimization is a Journey – Prioritization is key


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

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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


MARKETING

OPTIMIZATION

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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


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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


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Cluster by business behaviors, to build the most precise

propensity to buy models, that determine Next Best Actions


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

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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


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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


ANTICIPATE DEMAND SURGE

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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


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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


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.

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...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


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%

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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


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Q A


chief analytics officer fall usa 2017 - prachi juneja - dun & bradstreet

Data & Analytics