sigma capabilities b2 b
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© 2009 SIGMA Marketing Group/Confidential
SIGMA Marketing Group, LLC
Capabilities Overview
For more information an any of our services Please contact Cindy Modzel Business Development Manager 585-242-7138 [email protected]
8/31/2009
© 2009 SIGMA Marketing Group/Confidential
Insights EngagementStrategy
Using marketing research and
statistical methods to pinpoint the right
audiences and uncover key selling
insights
Strategic programs built off customer insights
delivered in a 1:1 fashion
to customers and prospects
Optimizing and automating the
delivery of marketing
messages for progressively higher results
SIGMA’s
...is to help our clients transform their customer data into innovative marketing solutions designed to increase profits.
Mission
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© 2009 SIGMA Marketing Group/Confidential
SIGMA Overview and Client Experience
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• SIGMA’s Corporate headquarters is located in Rochester, NY
• Founded in 1985, SIGMA is a privately held, limited liability corporation
• Employs 70+ full-time employees.
• Our revenue is 70% from B2B Clients
• SIGMA’s key vertical focus– Financial Services– Healthcare– Technology– Automotive– Consumer Package Goods– Travel
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© 2009 SIGMA Marketing Group/Confidential
Integrated, SMART-to-Market Solutions
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Acquisition
RetentionCustomer Growth
Campaign Management
Sales Enablement
MarketingTechnology
© 2009 SIGMA Marketing Group/Confidential 5
Dedicated and Expert Team Support
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MarketingTechnology
Analytics & Research
Messaging and Creative
Strategy
Messagingand CampaignManagement
Metrics andMeasurement
Consumer Knowledge Center
• Lead Management
• Telemarketing• Online Campaign
Services• EM & DM
Production and Management
• Text and Mobile Messaging
• Database Development
• Data Hygiene• Tools
Integration• Data
Enhancement
• Audience Profiling
• Marketing Research
• Segmentation• Predictive
Modeling
• Positioning• Strategic
Communications• Dynamic
Personalization
• Program Analysis
• Financial Pro Forma
• Response Analysis
Strategy & Project
Management
• Strategic Planning
• Project Management
• Campaign Management
• Vendor Management
Insights EngagementStrategy
© 2009 SIGMA Marketing Group/Confidential
SMART Marketing+ Technology Solutions Delivering ROI – Examples across industries
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Data hygiene database, analytics and marketing programs to support Canadian Business Outsourcing
Portals, Data, Analytics and Marketing Programs to support over 5000 sales people and hundreds of agent businesses
Multi-segment, multi-channel message testing with predictive modeling for acquisition mailing programs
Database, data, analytics and direct marketing programs to support over 1000 company owned stores and licensees across
North America
Integrated automated marketing programs to support new customer acquisition for 400+ affiliates
Testing and Analytics to drive acquisition and renewals
Acquisition savings of $1.5M. Response rates up 49-70%
Single Program Savings of $300,000, Beat Controls by 20%
Delivered $100 Million Retention Opportunity
Attrition reduced by as much as 40%, revenue gains of $55 Million
ROI on new acquisition programs
of 190%
15% lift in response, 17% lift in ROI
© 2009 SIGMA Marketing Group/Confidential
Turn-key and Collaborative Project Management
• Strategic Planning– Program Concept Development– Detailed Project Plans
• Project Management– Data Management– System Implementation– Analytics, Profiling & Segmentation
• Campaign and Program Management– Messaging Strategy & Contact planning– Creative Development & testing– Campaign and program design and implementation– Reporting & Analysis
• Vendor Management– Manage external (or work with internal) resources such as print
vendors, fulfillment and telemarketing resources
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Strategy & Project
Management
© 2009 SIGMA Marketing Group/Confidential
SIGMA’s Closed Loop Campaign Process
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Analytics & Targeting
EM/DM/OBT
ProjectPlanning
ListDevelopment
Data/Lead Distribution
Results Report& ROI
ConceptDevelopment
Data & ResponseCapture
Market Understanding
ChannelUnderstanding
Promotion Development
ResponseManagement
Demand Creation
ChannelEngagement
Results Management
CustomerUnderstanding
Program Objectives
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© 2009 SIGMA Marketing Group/Confidential
Customer Database Management is the Foundation of Our Client Relationships
– Success in database marketing requires a marriage of technology, analytical and marketing expertise.
– We have made an ongoing commitment to a superior technological infrastructure by investing in technologies as soon as they are practical for our clients marketing needs
– Experience working with thousands of data sources of varying formats and structures has taught us the value of key quality control procedures and tools that are built, maintained and enhanced.
Database
Marketing
Technologies
MarketingTechnology
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© 2009 SIGMA Marketing Group/Confidential 10
SIGMA’s Technology BlueprintEnabling Technologies for Integrated
Marketing Solutions
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• Static Report Delivery
• Ad Hoc Report Creation & Sharing
• Dashboards
Business Intelligence
Reporting Portals
Market Miner Analytical
Environment
Data QualityEnvironment
• Pre-Processing
• Data Cleansing
• Match/Merge
• Householding
• Post-Processing
• Suppressions
• Enhancement
Customer
Database
• Data repository• Data processing• List processing
MarketingData Mart,
Business Rules Database Server
• Predictive Models• Propensity Scores
and Profiles• Activity Reports
Lead Management Portal
Customer SatData
MarketingData
Sales or Transaction
Data
CustomerData
• Leads & Responses
• Contact Lists • Customer/Prospect
Queries
• Messaging Delivery• Extracts • Results/Activity
Reports
Campaign Management
Prospect DatabaseB2B and B2C
Third PartyData
PartnerData
On-lineData
© 2009 SIGMA Marketing Group/Confidential 11
SIGMA’s Technology Blueprint
• Data Hygiene Environment– SIGMA deploys best in breed ETL, hygiene and data consolidation tools and methodologies to deliver quality data
to our client’s databases.
• Customer Database– A database repository that will integrate customer data with external data, campaign data and performance data– Enables automated monthly update processes in a relational environment to support analytical and marketing
campaign deliverables
• MarketMiner Analytics Environment– Environment tuned for high-level analytical tools like MarketMiner and SPSS enables sophisticated analytics
applied by highly trained users
• Web Reporting Portal– Internet access to real-time data and reporting for management and designated partners
• ChannelSMART Messaging Portal– Business Rules driven multi-channel messaging– Email, Mobile and Print on Demand– Content Management and Content databases
• Campaign Management– Automates and streamlines the development of one-time, ongoing or triggered marketing programs– Builds and maintains customer touch points analysis– Workflow contact stream management for campaigns in email, telemarketing and direct mail
MarketingTechnology
© 2009 SIGMA Marketing Group/Confidential
Building Customer Knowledge to Drive Strategies
• We work with clients to identify target customer knowledge that can be turned into concrete strategies that will drive our clients’ businesses. Our analyses become the platform for marketing programs and strategies.
• Ultimately, SIGMA’s strategic approach places emphasis on attaining the most complete picture of prospects and customers to understand their current and potential value to the company in order to provide the greatest opportunity for Marketing ROI.
Demographic dimensions of customers and non-customers.
Who is in the market?
Effective strategies for customers and non-customers.
What type of communication is most effective?
How
Attitudinal dimensions of customers and non-customers.
Why are segments buying?
Why
Purchase triggers for customers and non-customers.
When will purchases occur?
When
Usage dimensions of customers and non-customers.
What is being purchased?
WhatWho
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Analytics & Research
© 2009 SIGMA Marketing Group/Confidential
ProfilingFacilitate understanding of high-interest customer groups, input for strategy development
Product Purchase Propensity
Modeling and targeting
Campaign Management Test design, targeting, metrics
Post-Campaign Analysis Key learning and enhancements
Ad Hoc Analysis Examine arising business issues; determine action needed
Campaign and CustomerPro Formas
Balance sales volume, price and marketing investment
SegmentationDevelop goals, strategies and marketing communications based on customer (engagement, lifecycle, value, cross-sell and potential)
Lifecycle Tracking Monitor customer movement and impact of communications
Retention Analysis, modeling, scoring and application
Customer Loyalty Understand customer value (potential) over time
Advanced Analytics Services Applying Insights to Grow Accenture’s Business
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Analytics &
Research
© 2009 SIGMA Marketing Group/Confidential Page 14
The SIGMA Creative Difference
• Left Brain and Right Brain Creative Working Collaboratively
– The real value comes when we put our heads together.
• Because our analytical people know so much about the target audiences and segments, our creative team has all the ammunition they need to craft a design and copy approach that fits the target with unmatched precision --
Messaging and Creative
Strategy
© 2009 SIGMA Marketing Group/Confidential 15
SIGMA Creative Advantage
• Incorporate customer knowledge: attitudes and perceptions as well as transactions and behavior. Relevance is key.
• Balance both:– Brand value: RTBs (reasons to believe)– Conversion techniques: target, offer, format, channel, timing
© 2009 SIGMA Marketing Group/Confidential
Cross Channel Messaging
Managing 1:1 Messaging Touch points
• Mobile Messaging : End to end management of promotional campaigns delivered through text.
• Direct Mail: SIGMA developed, printed and mailed over 150 million pieces of direct mail in the last 18 months.
• Email: SIGMA designs and manages complex email campaigns.
• Web: SIGMA designs, hosts and manages web micro-sites and portals designed to deliver measurable interactions with our clients customers
• Lead & Response Management: SIGMA manages the responses generated by campaigns – whether through the development of micro sites, telemarketing, or automated fulfillment operations
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Messagingand CampaignManagement
© 2009 SIGMA Marketing Group/Confidential
ChannelSMART A Multi-Channel Messaging
Platform
• A powerful, Web-based messaging portal for campaign creation, execution and measurement
• Increased marketing productivity with multichannel messaging through a single tool
• Managed control and use of your creative assets from one location, for all your marketing team
• Consistent and consolidated tracking of your campaigns across all direct channels
• SIGMA’s team of campaign-management experts to support your team from end to end
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© 2009 SIGMA Marketing Group/Confidential Page 18
Consult Design Execute
Kickoff Call guide Outbound Calling
Call Strategy Data compile 48 hour review
Tactical Plan Training Hot lead delivery
Program Expectations Set up 800# Reporting
System/Process set up Weekly sessions
Refine process
Telemarketing Methodology
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We competitively source and manage telemarketing vendors from program concept through completion.
Messagingand CampaignManagement
© 2009 SIGMA Marketing Group/Confidential 19
Closing the Loop with Reporting and Campaign Analysis
• SIGMA approaches every solution with the objective of maximizing results for our clients. Three types of reporting help us measure success.– Results Reporting shows progress on an
initiative, usually quantitative.
– Campaign Analyses • Measurements for overall campaign Return
on Investment include program and marketing strategy recommendations
– Metrics Dashboard reporting• Summarize success metrics on a single
page for clarity• Gives our clients easy visibility to results
that can be shared in their organization
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Metrics andMeasurement
Campaign Analyses
Reporting
Dashboards
© 2009 SIGMA Marketing Group/Confidential
Thank you
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