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Sigma Capabilities B2 B


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Sigma Capabilities B2 B

  1. 1. SIGMA Marketing Group, LLC Capabilities Overview <br />For more information an any of our services<br /> Please contact <br /> Cindy Modzel<br /> Business Development Manager <br /> 585-242-7138<br /> <br />8/31/2009<br />
  2. 2. SIGMA’s<br />Mission<br /> to help our clients transform their customer data into innovative marketing solutions designed to increase profits.<br />Insights<br />Engagement<br />Strategy<br />Using marketing research and statistical methods to pinpoint the right audiences and uncover key selling insights<br />Strategic programs built off customer insights delivered in a <br />1:1 fashion<br />to customers and prospects<br />Optimizing and automating the delivery of marketing messages for progressively higher results<br />Friday, September 11, 2009<br />2<br />
  3. 3. SIGMA Overview and Client Experience<br />3<br />SIGMA’s Corporate headquarters is located in Rochester, NY<br />Founded in 1985, SIGMA is a privately held, limited liability corporation <br />Employs 70+ full-time employees.<br />Our revenue is 70% from B2B Clients<br />SIGMA’s key vertical focus<br />Financial Services<br />Healthcare<br />Technology<br />Automotive<br />Consumer Package Goods<br />Travel<br />Friday, September 11, 2009<br />
  4. 4. Integrated, SMART-to-Market Solutions<br />Acquisition<br />Retention<br />Customer Growth<br />Marketing<br />Technology<br />Campaign Management<br />Sales Enablement<br />Friday, September 11, 2009<br />4<br />
  5. 5. Dedicated and Expert Team Support <br />5<br />Insights<br />Engagement<br />Strategy<br />Consumer Knowledge Center<br />Analytics & Research<br />Marketing<br />Technology<br />Messaging <br />and Creative<br />Strategy<br />Messaging<br />and Campaign<br />Management<br />Metrics and<br />Measurement<br />Strategy & <br />Project<br />Management<br /><ul><li>Strategic Planning
  6. 6. Project Management
  7. 7. Campaign Management
  8. 8. Vendor Management
  9. 9. Lead Management
  10. 10. Telemarketing
  11. 11. Online Campaign Services
  12. 12. EM & DM Production and Management
  13. 13. Text and Mobile Messaging
  14. 14. Program Analysis
  15. 15. Financial Pro Forma
  16. 16. Response Analysis
  17. 17. Positioning
  18. 18. Strategic Communications
  19. 19. Dynamic Personalization
  20. 20. Audience Profiling
  21. 21. Marketing Research
  22. 22. Segmentation
  23. 23. Predictive Modeling
  24. 24. Database Development
  25. 25. Data Hygiene
  26. 26. Tools Integration
  27. 27. Data Enhancement</li></ul>Friday, September 11, 2009<br />
  28. 28. SMART Marketing+ Technology Solutions Delivering ROI – Examples across industries<br />6<br />Integrated automated marketing programs to support new customer acquisition for 400+ affiliates<br />Acquisition savings of $1.5M.Response rates up 49-70%<br />Multi-segment, multi-channel message testing with predictive modeling for acquisition mailing programs<br />Single Program Savings of $300,000, Beat Controls by 20%<br />Database, data, analytics and direct marketing programs to support over 1000 company owned stores and licensees across North America<br />Delivered $100 Million Retention Opportunity<br />Portals, Data, Analytics and Marketing Programs to support over 5000 sales people and hundreds of agent businesses<br />Attrition reduced by as much as 40%, revenue gains of $55 Million<br />ROI on new acquisition programs of 190%<br />Data hygiene database, analytics and marketing programs to support Canadian Business Outsourcing<br />Testing and Analytics to drive acquisition and renewals<br />15% lift in response, 17% lift in ROI<br />
  29. 29. Turn-key and Collaborative Project Management<br />Strategy & <br />Project<br />Management<br /><ul><li>Strategic Planning
  30. 30. Program Concept Development
  31. 31. Detailed Project Plans
  32. 32. Project Management
  33. 33. Data Management
  34. 34. System Implementation
  35. 35. Analytics, Profiling & Segmentation
  36. 36. Campaign and Program Management
  37. 37. Messaging Strategy & Contact planning
  38. 38. Creative Development & testing
  39. 39. Campaign and program design and implementation
  40. 40. Reporting & Analysis
  41. 41. Vendor Management
  42. 42. Manage external (or work with internal) resources such as print vendors, fulfillment and telemarketing resources</li></ul>7<br />
  43. 43. SIGMA’s Closed Loop Campaign Process<br />Program <br />Objectives<br />Market <br />Understanding<br />Channel<br />Understanding<br />Customer<br />Understanding<br />Analytics &<br /> Targeting<br /> Project<br />Planning<br />Promotion <br />Development<br />Results <br />Management<br />Results <br />Report<br />& ROI<br />Concept<br />Development<br />Data/Lead <br />Distribution<br />List<br />Development<br />Response<br />Management<br />Channel<br />Engagement<br />EM/DM/OBT<br />Data & <br />Response<br />Capture<br />Demand <br />Creation<br />Friday, September 11, 2009<br />Page 8<br />
  44. 44. Customer Database Management is the Foundation of Our Client Relationships<br />Database<br />Marketing<br />Technology<br />Marketing<br />Technologies<br />Success in database marketing requires a marriage of technology, analytical and marketing expertise.<br />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<br />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. <br />9<br />
  45. 45. SIGMA’s Technology BlueprintEnabling Technologies for Integrated Marketing Solutions<br />10<br />Market Miner Analytical Environment<br /><ul><li>Predictive Models
  46. 46. Propensity Scores and Profiles
  47. 47. Activity Reports</li></ul>Customer<br />Data<br />Customer<br />Database<br />Sales or <br />Transaction<br />Data<br />Lead Management Portal<br /><ul><li>Leads & Responses
  48. 48. Contact Lists
  49. 49. Customer/Prospect Queries</li></ul>Marketing<br />Data Mart, <br />Business Rules <br />Database Server<br />Data Quality<br />Environment<br /><ul><li> Pre-Processing
  50. 50. Data Cleansing
  51. 51. Match/Merge
  52. 52. Householding
  53. 53. Post-Processing
  54. 54. Suppressions
  55. 55. Enhancement</li></ul>Marketing<br />Data<br />On-line<br />Data<br /><ul><li>Data repository
  56. 56. Data processing
  57. 57. List processing
  58. 58. Static Report Delivery
  59. 59. Ad Hoc Report Creation & Sharing
  60. 60. Dashboards</li></ul>Business Intelligence Reporting Portals<br />Customer Sat<br />Data<br />Third Party<br />Data<br />Prospect Database<br />B2B and B2C<br /><ul><li>Messaging Delivery
  61. 61. Extracts
  62. 62. Results/Activity Reports</li></ul>Campaign Management<br />Partner<br />Data<br />Friday, September 11, 2009<br />
  63. 63. SIGMA’s Technology Blueprint<br />Data Hygiene Environment<br />SIGMA deploys best in breed ETL, hygiene and data consolidation tools and methodologies to deliver quality data to our client’s databases.<br /> Customer Database<br />A database repository that will integrate customer data with external data, campaign data and performance data<br />Enables automated monthly update processes in a relational environment to support analytical and marketing campaign deliverables<br />MarketMiner Analytics Environment<br />Environment tuned for high-level analytical tools like MarketMiner and SPSS enables sophisticated analytics applied by highly trained users<br /> Web Reporting Portal<br />Internet access to real-time data and reporting for management and designated partners<br />ChannelSMART Messaging Portal<br />Business Rules driven multi-channel messaging<br />Email, Mobile and Print on Demand<br />Content Management and Content databases<br /> Campaign Management<br />Automates and streamlines the development of one-time, ongoing or triggered marketing programs<br />Builds and maintains customer touch points analysis<br />Workflow contact stream management for campaigns in email, telemarketing and direct mail<br />11<br />Marketing<br />Technology<br />
  64. 64. Building Customer Knowledge <br /> to Drive Strategies<br /><ul><li>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.
  65. 65. 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.</li></ul>Analytics & Research<br />How<br />Why<br />When<br />What<br />Who<br />Effective strategies for customers and non-customers.<br />What type of communication is most effective?<br />Attitudinal dimensions of customers and non-customers.<br />Why are segmentsbuying?<br />Purchase triggers for customers and non-customers.<br />When will purchases occur?<br />Demographic dimensions of customers and non-customers.<br />Who is in the market?<br />Usage dimensions of customers and non-customers.<br />What is being purchased?<br />12<br />
  66. 66. Advanced Analytics Services Applying Insights to Grow Accenture’s Business<br />13<br />Analytics & Research<br />
  67. 67. The SIGMA Creative Difference<br />Left Brain and Right Brain Creative Working Collaboratively<br />The real value comes when we put our heads together.<br />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 --<br />14<br />Messaging <br />and Creative<br />Strategy<br />
  68. 68. SIGMA Creative Advantage<br />Incorporate customer knowledge: attitudes and perceptions as well as transactions and behavior. Relevance is key.<br />Balance both:<br />Brand value: RTBs (reasons to believe)<br />Conversion techniques: target, offer, format, channel, timing<br />15<br />
  69. 69. Cross Channel Messaging<br />Messaging<br />and Campaign<br />Management<br />Managing 1:1 Messaging Touch points<br />Mobile Messaging : End to end management of promotional campaigns delivered through text.<br />Direct Mail: SIGMA developed, printed and mailed over 150 million pieces of direct mail in the last 18 months.<br />Email: SIGMA designs and manages complex email campaigns.<br />Web: SIGMA designs, hosts and manages web micro-sites and portals designed to deliver measurable interactions with our clients customers<br />Lead & Response Management: SIGMA manages the responses generated by campaigns – whether through the development of micro sites, telemarketing, or automated fulfillment operations<br />Friday, September 11, 2009<br />Page 16<br />
  70. 70. ChannelSMART A Multi-Channel Messaging Platform<br />A powerful, Web-based messaging portal for campaign creation, execution and measurement<br />Increased marketing productivity with multichannel messaging through a single tool<br />Managed control and use of your creative assets from one location, for all your marketing team<br />Consistent and consolidated tracking of your campaigns across all direct channels<br />SIGMA’s team of campaign-management experts to support your team from end to end<br />17<br />9/11/2009<br />
  71. 71. Messaging<br />and Campaign<br />Management<br />Telemarketing Methodology<br />We competitively source and manage telemarketing vendors from program concept through completion.<br />Friday, September 11, 2009<br />Page 18<br />
  72. 72. Closing the Loop with Reporting and Campaign Analysis<br />SIGMA approaches every solution with the objective of maximizing results for our clients. Three types of reporting help us measure success.<br />Results Reporting shows progress on an initiative, usually quantitative.  <br />Campaign Analyses <br />Measurements for overall campaign Return on Investment include program and marketing strategy recommendations<br />Metrics Dashboard reporting<br />Summarize success metrics on a single page for clarity<br />Gives our clients easy visibility to results that can be shared in their organization<br />19<br />Reporting<br />Metrics and<br />Measurement<br />Campaign Analyses<br />Dashboards<br />9/11/2009<br />
  73. 73. Thank you <br />20<br />