Sigma Capabilities  B2 B
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Sigma Capabilities B2 B

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    Sigma Capabilities  B2 B Sigma Capabilities B2 B Presentation Transcript

    • SIGMA Marketing Group, LLC Capabilities Overview
      For more information an any of our services
      Please contact
      Cindy Modzel
      Business Development Manager
      585-242-7138
      cmodze@sigmamarketing.com
      8/31/2009
    • SIGMA’s
      Mission
      ...is to help our clients transform their customer data into innovative marketing solutions designed to increase profits.
      Insights
      Engagement
      Strategy
      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
      Friday, September 11, 2009
      2
    • SIGMA Overview and Client Experience
      3
      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
      Friday, September 11, 2009
    • Integrated, SMART-to-Market Solutions
      Acquisition
      Retention
      Customer Growth
      Marketing
      Technology
      Campaign Management
      Sales Enablement
      Friday, September 11, 2009
      4
    • Dedicated and Expert Team Support
      5
      Insights
      Engagement
      Strategy
      Consumer Knowledge Center
      Analytics & Research
      Marketing
      Technology
      Messaging
      and Creative
      Strategy
      Messaging
      and Campaign
      Management
      Metrics and
      Measurement
      Strategy &
      Project
      Management
      • Strategic Planning
      • Project Management
      • Campaign Management
      • Vendor Management
      • Lead Management
      • Telemarketing
      • Online Campaign Services
      • EM & DM Production and Management
      • Text and Mobile Messaging
      • Program Analysis
      • Financial Pro Forma
      • Response Analysis
      • Positioning
      • Strategic Communications
      • Dynamic Personalization
      • Audience Profiling
      • Marketing Research
      • Segmentation
      • Predictive Modeling
      • Database Development
      • Data Hygiene
      • Tools Integration
      • Data Enhancement
      Friday, September 11, 2009
    • SMART Marketing+ Technology Solutions Delivering ROI – Examples across industries
      6
      Integrated automated marketing programs to support new customer acquisition for 400+ affiliates
      Acquisition savings of $1.5M.Response rates up 49-70%
      Multi-segment, multi-channel message testing with predictive modeling for acquisition mailing programs
      Single Program Savings of $300,000, Beat Controls by 20%
      Database, data, analytics and direct marketing programs to support over 1000 company owned stores and licensees across North America
      Delivered $100 Million Retention Opportunity
      Portals, Data, Analytics and Marketing Programs to support over 5000 sales people and hundreds of agent businesses
      Attrition reduced by as much as 40%, revenue gains of $55 Million
      ROI on new acquisition programs of 190%
      Data hygiene database, analytics and marketing programs to support Canadian Business Outsourcing
      Testing and Analytics to drive acquisition and renewals
      15% lift in response, 17% lift in ROI
    • Turn-key and Collaborative Project Management
      Strategy &
      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
      7
    • SIGMA’s Closed Loop Campaign Process
      Program
      Objectives
      Market
      Understanding
      Channel
      Understanding
      Customer
      Understanding
      Analytics &
      Targeting
      Project
      Planning
      Promotion
      Development
      Results
      Management
      Results
      Report
      & ROI
      Concept
      Development
      Data/Lead
      Distribution
      List
      Development
      Response
      Management
      Channel
      Engagement
      EM/DM/OBT
      Data &
      Response
      Capture
      Demand
      Creation
      Friday, September 11, 2009
      Page 8
    • Customer Database Management is the Foundation of Our Client Relationships
      Database
      Marketing
      Technology
      Marketing
      Technologies
      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.
      9
    • SIGMA’s Technology BlueprintEnabling Technologies for Integrated Marketing Solutions
      10
      Market Miner Analytical Environment
      • Predictive Models
      • Propensity Scores and Profiles
      • Activity Reports
      Customer
      Data
      Customer
      Database
      Sales or
      Transaction
      Data
      Lead Management Portal
      • Leads & Responses
      • Contact Lists
      • Customer/Prospect Queries
      Marketing
      Data Mart,
      Business Rules
      Database Server
      Data Quality
      Environment
      • Pre-Processing
      • Data Cleansing
      • Match/Merge
      • Householding
      • Post-Processing
      • Suppressions
      • Enhancement
      Marketing
      Data
      On-line
      Data
      • Data repository
      • Data processing
      • List processing
      • Static Report Delivery
      • Ad Hoc Report Creation & Sharing
      • Dashboards
      Business Intelligence Reporting Portals
      Customer Sat
      Data
      Third Party
      Data
      Prospect Database
      B2B and B2C
      • Messaging Delivery
      • Extracts
      • Results/Activity Reports
      Campaign Management
      Partner
      Data
      Friday, September 11, 2009
    • 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
      11
      Marketing
      Technology
    • 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.
      Analytics & Research
      How
      Why
      When
      What
      Who
      Effective strategies for customers and non-customers.
      What type of communication is most effective?
      Attitudinal dimensions of customers and non-customers.
      Why are segmentsbuying?
      Purchase triggers for customers and non-customers.
      When will purchases occur?
      Demographic dimensions of customers and non-customers.
      Who is in the market?
      Usage dimensions of customers and non-customers.
      What is being purchased?
      12
    • Advanced Analytics Services Applying Insights to Grow Accenture’s Business
      13
      Analytics & Research
    • 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 --
      14
      Messaging
      and Creative
      Strategy
    • 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
      15
    • Cross Channel Messaging
      Messaging
      and Campaign
      Management
      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
      Friday, September 11, 2009
      Page 16
    • 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
      17
      9/11/2009
    • Messaging
      and Campaign
      Management
      Telemarketing Methodology
      We competitively source and manage telemarketing vendors from program concept through completion.
      Friday, September 11, 2009
      Page 18
    • 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
      19
      Reporting
      Metrics and
      Measurement
      Campaign Analyses
      Dashboards
      9/11/2009
    • Thank you
      20