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Rifle Methodology Applied For Kv Site2
1. Project Rifle Improving targeting with meaningful quantitative analysis Note: this is a subset of a longer presentation. Thank you to Bill Campbell & Tellme Networks for their fundamental contributions.
11. Financial Services Market Analysis: Huge Opportunity … Where to Focus? Total Market Potential ~$525M / yr Industry Share 0% 100% Market Share 0% 100%
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13. Financial Services Market Analysis: Huge Opportunity … Where to Focus? Total Market Potential ~$525M / yr Industry Share 0% 100% Market Share 0% 100%
14. Total Market Potential by Vertical: Retail & Credit Cards Surprisingly Large Retail Banking ~$180M / yr 34% 7% Credit and Charge Cards ~$215M / yr 41% 5% Mortgage Credit ~$25M / yrs Retail Brokerage ~$40M / yr Investment Services ~$35M / yr 7% 6% Life Insurance / Diversified Financial Services ~$30M / yr Industry Share 0% 100% Market Share 0% 100%
15. Financial Services After Rifle Criteria: Target Universe Sharpens Considerably Too Small (3%) Recent IVR Purchase (39%) Other Telecom Network (42%) “ Rifle” Retail Banking (14%) Recent IVR Purchase (15%) Other Telecom Network (41%) “ Rifle” Credit and Charge Card (40%) OTN (36%) 14% Too Small (46%) OTN (11%) Recent IVR Purchase (50%) “ Rifle” RB (17%) “ Rifle” Investment Services (73%) OTN (10%)c Other (9%) Small (9%) “ Rifle” Life Insurance / Diversified Financial Services (91%) Retail Banking Credit and Charge Cards Mort. Credit Retail Brok. Inv. Svcs Life Ins. / Div. FS Too Small (4%) Small (9%) 34% 7% 41% 5% 7% 6% Industry Share 0% 100% Market Share 0% 100%
16. Post-Rifle: Account Priority Becomes Clear Company 17 (18%) Company 12 (7%) Company 11 (4%) Company 13 (8%) Company 14 (10%) Company 15 (11%) Company 16 (14%) Company 18 (30%) Company 1 (5%) Company A (3%) Company 2 (5%) Company 3 (6%) Company 4 (6%) Company 5 (10%) Company 6 (13%) Company 7 (35%) Company B (14%) Company C (16%) Company D (16%) Company E (22%) Company F (30%) Com. AA (7%) Company BB (9%) Company CC (10%) Prudential (11%) 14% Company (18%) Company AA (45%) 8% 47% 14% 17% Company #1 (50%) Company #2 (17%) Com. #3 (17%) Retail Banking Credit and Charge Cards Retail Brokerage Investment Services Life Insurance / Diversified Fin Svcs Industry Share 0% 100% Market Share 0% 100%
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