The world of B2B marketing has changed dramatically with the advent of internet and the increased connectivity in today's world. Traditional marketing methods are getting increasingly ineffective as buyers become more informed and highly aware of the products or solutions they need.
Relatório da pesquisa "Lead Generation Strategy Outlook Report", da Ascend2, que foi tema de podcast e matéria publicados pela Tracto. Debatedores: Luisa Barwinski e Cassio Politi.
Artificial intelligence, customer journeys, and paid analytics
Quest to be more data-centric and insights-driven
Data-driven CMOs drive omnichannel customer intelligence
Companies turn to paid analytics for enhanced capabilities
The power of now: customer journey analytics rely on integrated data
Harnessing AI for more insight-driven marketing and better customer experiences
How Artificial Intelligence is Impacting Marketing Today and How Smart Market...Mark Osborne
Overview of Artificial Intelligence AI and Machine Learning technologies that are impacting marketing today, and how marketers can plan their career and build the relevant computer science / engineering / statistics / and data-driven decision-making skills to excel in the future. Covers relevant algorithms, and marketing strategies like segmentation, targeting, and positioning, and how marketers can prepare
Relatório da pesquisa "Lead Generation Strategy Outlook Report", da Ascend2, que foi tema de podcast e matéria publicados pela Tracto. Debatedores: Luisa Barwinski e Cassio Politi.
Artificial intelligence, customer journeys, and paid analytics
Quest to be more data-centric and insights-driven
Data-driven CMOs drive omnichannel customer intelligence
Companies turn to paid analytics for enhanced capabilities
The power of now: customer journey analytics rely on integrated data
Harnessing AI for more insight-driven marketing and better customer experiences
How Artificial Intelligence is Impacting Marketing Today and How Smart Market...Mark Osborne
Overview of Artificial Intelligence AI and Machine Learning technologies that are impacting marketing today, and how marketers can plan their career and build the relevant computer science / engineering / statistics / and data-driven decision-making skills to excel in the future. Covers relevant algorithms, and marketing strategies like segmentation, targeting, and positioning, and how marketers can prepare
7 COMPONENTS OF AN OUTSTANDING DATA-DRIVEN MARKETING STRATEGY.Infocrest
According to a Insights Report, which surveyed 162 U.S.-based senior executives, a “ 64% of survey respondents ‘strongly agree’ that data-driven marketing is crucial to success in a hyper-competitive global economy.” While both executives and marketers enjoy the benefits of data-driven marketing, there are still a lot of hurdles in this path.
One of Our Webcoupers Geniuses gave a presentation on Data Driven Marketing.
The principal idea behind being data driven in the marketing space has always been to incorporate data to in your decision-making process so as to get the best results. However, the approach towards achieving this has evolved over the years.
Data-driven marketing is the strategy of using customer information for optimal and targeted media buying and creative messaging. It is one of the most transformational changes in digital advertising that has ever occurred.
Anti-Bribery and Corruption Compliance for Third PartiesDun & Bradstreet
In this white paper, Kelvin Dickenson, Managing Director of D&B Global Compliance Solutions, discusses thoughtful approaches to buidling a scalable, effective and proportionate anti-corruption program for third-party due dilligence.
Acquired Data Benchmark Report Resource Overview Dun & Bradstreet sponsored ...Demand Metric
Two broad approaches exist to improve data quality, accuracy and completeness: an in-house data hygiene process, and using external data or services. In a study sponsored by Dun & Bradstreet, Demand Metric studied both approaches, looking closely at the use of acquired data in sales and marketing applications/solutions.
The goal of the study was to learn how companies are using acquired data and how that data is making a difference in campaigns, demand generation and other key results. This report details the findings of this study, providing benchmarks for acquired data performance and making the case for its use.
Target Better, Nurture Better and Close Better. Learn how Dun & Bradstreet data within Oracle Cloud can help businesses grow relationships and revenue.
Scaling Account-Based Marketing in the Digital AgeDun & Bradstreet
Despite spending billions of dollars in pursuit of growth, only a select few companies actually achieve it. Rishi Dave, CMO of Dun & Bradstreet, explores the marriage of data, technology and account-based marketing via a “relationship platform” that can be your company’s springboard to growth.
How An AI-Powered Trade Promotion Optimization Software Can Improve Consumer ...Gina Shaw
Artificial Intelligence (AI) will happen in both TPx and Retail Execution sooner than you probably think – Promotion Optimization Institute
According to Nielsen Holdings, 40% of Consumer Goods trade promotion spending doesn’t drive the desired results. Even though the trade promotions spend take up a lion’s share of the organizational revenue, traditionally manufacturers have always struggled in optimizing their promotion mix for the maximum bang for the buck.
With the advancements in AI technologies, it is now possible to powerfully harness data and run high-yield trade promotions.
What You Can Expect From The eBook?
1. Key Trade Promotion Optimization (TPO) challenges faced today
2. What is AI in the context of TPO?
3. How AI helps run profitable trade promotions?
4. What an AI-Powered analysis looks like?
5. Case-studies
6. How you can get started right away!
In Q4 of 2013, we surveyed over 100 retail marketing executives across the United States on what technologies, data, and innovative ideas were most important to them. Not only that, we asked them what there current budgets and planned budgets were for all these strategies over the next 5 years. The results were surprising!
IAB Netherlands report: Report on Digital Marketing Innovation IAB Europe
With this survey, IAB Netherlands charts the digital innovation agenda of leading marketers in the Netherlands. In cooperation with Deloitte Digital we had interviews with 22 top marketers about the state of digital marketing in their organizations and we spoke about their expectations for the coming 3 years.
Business.com Small Business Pulse 2013 Lead Generation InsightsBusiness.com
Business.com conducted an extensive survey of over 500 B2B companies about their lead generation efforts. This report summarizes that data and provides analysis on how marketers are using lead generation, what fields and types of leads are most valuable, and how they are nurturing those leads after they receive.
The State of B2B Lead Nurturing - 2014 ReportBizoInc
In May 2014, Bizo, in association with Oracle Marketing Cloud, surveyed more than 500 business executives about their companies’ lead nurturing challenges and strategies. The survey revealed that, even as the importance of marketing’s role has grown, many organizations are still struggling to develop comprehensive, multi-channel lead nurturing programs, and that tremendous opportunities lie ahead.
Broken links: Why analytics investments have yet to pay off, sponsored by ZS, draws on the survey findings, interviews with senior corporate executives and desk research to explore the current state of sales and marketing analytics.
Big Data and Marketing: Data Activation and ManagementConor Duke
Data Management and Activation
Crevan O’Malley – Evangelist, Oracle Marketing Cloud
Modern Marketers rely on data-driven marketing solutions to deliver more personalised customer experiences across every channel—helping attract and retain the ideal customers who become brand advocates. Discover how to aggregate, enrich, and analyze all your customer data on a single data management platform.
Why Marketers need to know about Data
Tara Grehan - Managing Director at Datalytics
Why Marketers need to know about Data
Tara Grehan - Managing Director at Datalytics
Despite starting out as a qualitative researcher, roles and projects frequently brought me back to data. And so I decided to tackle it and have developed some interesting insights into data management along the way.
Having worked in Marketing both agency and client side for fifteen years now in a variety of roles from Market Research and Customer Insights to Change Management, being comfortable with data has made all the difference and this evening I’ll tell you why.
Using Big Data to Grow on a Budget
Michael Waldron - Marketing and Sales Manager at AYLIEN
AYLIEN is an Artificial Intelligence content analysis startup and Mike will be speaking on their growth journey over the past 6 months. With a focus on how they have delivered growth by optimising their budget, focusing on Data Points that matter and what to points to obsess on through the marketing funnel.
The marketing function has changed profoundly in recent years, thanks to its position atop growing mountains of valuable customer data. The Chief Marketing Officer’s influence is growing, too, along with expectations to deliver business results. Indeed, the pressure’s on for Marketing to improve its analytics game – big time.
Today there is a lot of buzz around customer experience. Many companies have realized that investments in customer experience improvement is important not just because it helps to boost the bottom lines of their businesses but because it takes at least 4 to 6 times more cost to acquire a new customer than to retain an existing customer.
The term "gamification" was coined in 2002 by Nick Pelling, a British-born computer programmer and inventor. As defined by Gartner “Gamification is the use of game design and game mechanics to engage a target audience to change behaviors, learn new skills or engage in innovation.” The target audience may be customers, employees or the general public, but first and foremost, they are people with needs and desires who will respond to stimuli.
This whitepaper highlights the application of gamification in various organizational areas.
7 COMPONENTS OF AN OUTSTANDING DATA-DRIVEN MARKETING STRATEGY.Infocrest
According to a Insights Report, which surveyed 162 U.S.-based senior executives, a “ 64% of survey respondents ‘strongly agree’ that data-driven marketing is crucial to success in a hyper-competitive global economy.” While both executives and marketers enjoy the benefits of data-driven marketing, there are still a lot of hurdles in this path.
One of Our Webcoupers Geniuses gave a presentation on Data Driven Marketing.
The principal idea behind being data driven in the marketing space has always been to incorporate data to in your decision-making process so as to get the best results. However, the approach towards achieving this has evolved over the years.
Data-driven marketing is the strategy of using customer information for optimal and targeted media buying and creative messaging. It is one of the most transformational changes in digital advertising that has ever occurred.
Anti-Bribery and Corruption Compliance for Third PartiesDun & Bradstreet
In this white paper, Kelvin Dickenson, Managing Director of D&B Global Compliance Solutions, discusses thoughtful approaches to buidling a scalable, effective and proportionate anti-corruption program for third-party due dilligence.
Acquired Data Benchmark Report Resource Overview Dun & Bradstreet sponsored ...Demand Metric
Two broad approaches exist to improve data quality, accuracy and completeness: an in-house data hygiene process, and using external data or services. In a study sponsored by Dun & Bradstreet, Demand Metric studied both approaches, looking closely at the use of acquired data in sales and marketing applications/solutions.
The goal of the study was to learn how companies are using acquired data and how that data is making a difference in campaigns, demand generation and other key results. This report details the findings of this study, providing benchmarks for acquired data performance and making the case for its use.
Target Better, Nurture Better and Close Better. Learn how Dun & Bradstreet data within Oracle Cloud can help businesses grow relationships and revenue.
Scaling Account-Based Marketing in the Digital AgeDun & Bradstreet
Despite spending billions of dollars in pursuit of growth, only a select few companies actually achieve it. Rishi Dave, CMO of Dun & Bradstreet, explores the marriage of data, technology and account-based marketing via a “relationship platform” that can be your company’s springboard to growth.
How An AI-Powered Trade Promotion Optimization Software Can Improve Consumer ...Gina Shaw
Artificial Intelligence (AI) will happen in both TPx and Retail Execution sooner than you probably think – Promotion Optimization Institute
According to Nielsen Holdings, 40% of Consumer Goods trade promotion spending doesn’t drive the desired results. Even though the trade promotions spend take up a lion’s share of the organizational revenue, traditionally manufacturers have always struggled in optimizing their promotion mix for the maximum bang for the buck.
With the advancements in AI technologies, it is now possible to powerfully harness data and run high-yield trade promotions.
What You Can Expect From The eBook?
1. Key Trade Promotion Optimization (TPO) challenges faced today
2. What is AI in the context of TPO?
3. How AI helps run profitable trade promotions?
4. What an AI-Powered analysis looks like?
5. Case-studies
6. How you can get started right away!
In Q4 of 2013, we surveyed over 100 retail marketing executives across the United States on what technologies, data, and innovative ideas were most important to them. Not only that, we asked them what there current budgets and planned budgets were for all these strategies over the next 5 years. The results were surprising!
IAB Netherlands report: Report on Digital Marketing Innovation IAB Europe
With this survey, IAB Netherlands charts the digital innovation agenda of leading marketers in the Netherlands. In cooperation with Deloitte Digital we had interviews with 22 top marketers about the state of digital marketing in their organizations and we spoke about their expectations for the coming 3 years.
Business.com Small Business Pulse 2013 Lead Generation InsightsBusiness.com
Business.com conducted an extensive survey of over 500 B2B companies about their lead generation efforts. This report summarizes that data and provides analysis on how marketers are using lead generation, what fields and types of leads are most valuable, and how they are nurturing those leads after they receive.
The State of B2B Lead Nurturing - 2014 ReportBizoInc
In May 2014, Bizo, in association with Oracle Marketing Cloud, surveyed more than 500 business executives about their companies’ lead nurturing challenges and strategies. The survey revealed that, even as the importance of marketing’s role has grown, many organizations are still struggling to develop comprehensive, multi-channel lead nurturing programs, and that tremendous opportunities lie ahead.
Broken links: Why analytics investments have yet to pay off, sponsored by ZS, draws on the survey findings, interviews with senior corporate executives and desk research to explore the current state of sales and marketing analytics.
Big Data and Marketing: Data Activation and ManagementConor Duke
Data Management and Activation
Crevan O’Malley – Evangelist, Oracle Marketing Cloud
Modern Marketers rely on data-driven marketing solutions to deliver more personalised customer experiences across every channel—helping attract and retain the ideal customers who become brand advocates. Discover how to aggregate, enrich, and analyze all your customer data on a single data management platform.
Why Marketers need to know about Data
Tara Grehan - Managing Director at Datalytics
Why Marketers need to know about Data
Tara Grehan - Managing Director at Datalytics
Despite starting out as a qualitative researcher, roles and projects frequently brought me back to data. And so I decided to tackle it and have developed some interesting insights into data management along the way.
Having worked in Marketing both agency and client side for fifteen years now in a variety of roles from Market Research and Customer Insights to Change Management, being comfortable with data has made all the difference and this evening I’ll tell you why.
Using Big Data to Grow on a Budget
Michael Waldron - Marketing and Sales Manager at AYLIEN
AYLIEN is an Artificial Intelligence content analysis startup and Mike will be speaking on their growth journey over the past 6 months. With a focus on how they have delivered growth by optimising their budget, focusing on Data Points that matter and what to points to obsess on through the marketing funnel.
The marketing function has changed profoundly in recent years, thanks to its position atop growing mountains of valuable customer data. The Chief Marketing Officer’s influence is growing, too, along with expectations to deliver business results. Indeed, the pressure’s on for Marketing to improve its analytics game – big time.
Today there is a lot of buzz around customer experience. Many companies have realized that investments in customer experience improvement is important not just because it helps to boost the bottom lines of their businesses but because it takes at least 4 to 6 times more cost to acquire a new customer than to retain an existing customer.
The term "gamification" was coined in 2002 by Nick Pelling, a British-born computer programmer and inventor. As defined by Gartner “Gamification is the use of game design and game mechanics to engage a target audience to change behaviors, learn new skills or engage in innovation.” The target audience may be customers, employees or the general public, but first and foremost, they are people with needs and desires who will respond to stimuli.
This whitepaper highlights the application of gamification in various organizational areas.
In this case study learn how BRIDGEi2i helped a Global Logistic market leader in their process of building a Best in Class key account management organization.
BRIDGEi2i delivers User Experience Analysis with insights into the most critical issues and areas of improvement for the IT customers of a leading global technology company.
Few decades ago, Managers relied on their instincts to take business decisions. They could afford to make mistakes and learn from it. Today, the scope for learning from mistakes is very minimal. Instincts should be backed by data to minimise mistakes.
Technological advancements, in addition to opening new channels of communication with customers, have also enabled organizations to collect vital information about their businesses with customers. But, have these organizations fully leveraged this data?
Today, Organizations make use of data for business decisions, but the data is not close enough to the customer to reap maximum benefit. In many cases, importance is not given to the granularity of data. The probability of “customer centric” decisions being right could be high, if the top management makes better use of the end user customer data (such as point of sale data, voice of customer, social media buzz etc.) to devise business strategies.
In the past decade, the HR function has undergone a significant transformation. It has evolved from being a support function to a strategic business driver. Modern day HR’s can leverage plethora of data that to manage Employee Engagement. This Flyer gives an overview about the key features of BRIDGEi2i’s Employee Analytics Management Solution - EmPOWER
Leverage all the customer data you have collected over the years and use these simple data analytic techniques to align your marketing expense better and identify your best customers.
The BRITE '12 conference (March 5-6) marked the unveiling of the Center on Global Brand Leadership and the New York American Marketing Association (NYAMA)'s first BRITE-NYAMA Marketing Measurement in Transition Study entitled, Marketing ROI in the Era of Big Data.
The aim of the study was to gain a better understanding of changing practices among large corporate marketers in the following areas: data collection and usage, marketing measurement and ROI, and the integration of digital and traditional marketing.
In surveying 253 marketing executives from large corporations, the study found both widespread adoption of new digital tools, and support for the use of new data to drive marketing decisions and measure marketing ROI. However, significant gaps exist between desire and execution as companies strive to measure marketing ROI. The overall picture of marketing by large corporations revealed significant need for improvements in the use of data, the measurement of digital marketing, and the assessment of marketing ROI.
http://gsb.columbia.edu/globalbrands
http://www.nyama.org
capgemini research on cmo responsibilities with changing times in 2021Social Samosa
The latest Capgemini research highlights the need for CMOs to transform their skills with the evolving times and reimagine the customer journey with real-time engagement for a data-driven marketing environment.
Driving Marketing Efficiency In The Consumer Goods Business With Advanced Ana...Gina Shaw
"Information is the oil of the 21st century, and analytics is the combustion engine" – Gartner
A large percentage of marketing efforts in a consumer goods business has little to no impact on sales. One primary reason for low-yield marketing campaigns is the inability to leverage data. Success in the consumer goods industry largely depends on the speed and accuracy of decision-making.
This eBook will help you discover:
1. Challenges marketers face in in the consumer goods business
2. The current state of marketing analytics
3. The overview and importance of advanced analytics
4. Traditional analytics vs advanced analytics
5. Advanced analytics solutions use cases in the areas of
- Measuring marketing effectiveness
- Optimizing marketing and advertising spend
- Sales forecasting
- Product portfolio management
- Marketing mix modelling
6. Driving analytics adoption within your organization with AI
7. Case study: How a global CPG company reduced marketing spend by 5% with advanced analytics
8. How you can get started right away?
Lead Scoring: Aligning Marketing and Sales with Effective Lead Scoring Techniques - Turning Marketing’s leads into Sales’ gold can be a challenge. The inability to generate and identify qualified leads negatively impacts the effectiveness of marketing campaigns, revenue growth, and company success. This presentation explores this challenge and provides information on how to align the expectations of sales and marketing, enabling marketing to deliver a continuous flow of qualified leads to the sales team for maximum ROI. This informative session will teach you how to accelerate the sales cycle through automated lead scoring.
The state of marketing measurement, attribution and data managementClark Boyd
This presentation will reveal exclusive new findings from a survey of leading marketers, including:
The data challenges marketers are confronting today
The business impact of a complex (and oft-misunderstood) data culture
The role of marketing intelligence software in a modern organization
How to define and use metrics like customer lifetime value
The features marketers wish their current technologies had
How to assess your own company’s data maturity
A new approach to agile, accessible marketing measurement from Fospha
Growing Bio-pharma Digital Marketing Impact by Digitizing Launch, Developing ...Best Practices
It has become quite crucial to identify the drivers of digital marketing performance excellence in the health care industry which will enable companies to gain valuable customer insights, build effective relationships, leverage online media, and maximize revenue.
Best Practices, LLC undertook this benchmarking research to provide critical insights into how savvy bio-pharma digital marketers are enhancing the medical and commercial potential of new products, improving alignment with brand teams, acquiring and training new digital marketers, managing service delivery for key programs and optimizing insource vs. outsource mix.
Download Full Report: http://bit.ly/2gnXrIu
The State of the Sales & Marketing FunnelDemand Metric
The classic B2B sales and marketing funnel is a model that has served marketers well for decades. An entire ecosystem of job titles, roles, responsibilities and technologies now exists around the funnel. Funnel management has evolved as a science with precise measurements that marketers use to manage and optimize a set of complimentary tools, processes and relationships that have to work in harmony to pull things through the funnel. But whether marketers realize it or not, they’re no longer working with their grandfather’s funnel.
A sustained period of barely perceptible change with the funnel has taken most marketers to an unfamiliar place. Top of funnel performance in the not too distant past was often the worst. It was predictably unreliable, with a chronic shortage of leads to feed the more efficient, demanding and hungry sales process at the bottom. An expansive collection of tools, technologies and solutions has been directed at the funnel’s traditionally weak point – the top – to increase the inflowing leads from a trickle, to a stream to now in many cases, a deluge. While marketers welcome the lead flow, for most it simply moves the problem to another funnel location.
The reality for many marketers is they now have more people interacting with their content. There are ever greater numbers of things to follow-up on, to route, to track and to push through the funnel. Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.
Digital Marketing Guide for Medical Technology Companies Intro SlidedeckGrey Matter Marketing
Grey Matter Marketing fielded an online survey of marketing professionals employed by U.S. medical technology companies. We requested opinions and information on current trends and challenges in digital marketing.
The survey results, along with the changing digital landscape, inspired a five-part industry guide: Digital Marketing for Medical Technology Companies. This eBook outlines how you can leverage digital tactics in a regulated environment to engage with your customers to drive business results and provides the supporting evidence you need to recommend specific digital marketing strategies to management.
Building The Legacy of Sustainable Data-Driven Marketing.pdfCognitiveCreators
This presentation was part
of a webinar Cognitive Creators hosted on data-driven marketing.
Check out the video for more details: youtu.be/r2CZHvq5lNk
Description:
Spending more and more on paid advertisement isn’t sustainable. Neither from a financial perspective or a data perspective. What are we planning to do when platforms like Google, Meta, or TikTok would suddenly stop providing any data? If you think about Google’s third-party cookie ban, this concept is not even as distant as first seen.
That’s why the time has come when we as leaders consider new ways of reaching our target audience and escape the dependency trap set by these mammoths.
In our webinar, we reveal a path we can step on to fill in the data gaps by ourselves: the path of sustainable digital marketing through mindful use of data.
Besides collecting just as much relevant information on our potential customers as needed, we aim to create value with the data at our disposal without spending more and more.
Because the essence of marketing should always be about building trust and lasting relationships with the customers.
Sales tools have evolved beyond just traditional CRM. Top performing sales teams are leveraging cutting edge technology to focus their sales efforts on the best prospects, arm themselves with the most up to date and relevant sales material, and reduce manual or repetitive tasks. Sales Technology enables sales teams to accelerate the sales cycle by doing things smarter, better and faster, and, ultimately, close more and higher quality deals.
Similar to BRIDGEi2i Whitepaper - Demand Acceleration in the age of BIG Data and Analytics (20)
In this case study learn how BRIDGEi2i helped a Fortune 100 Technology company to develop an algorithm that simulates demand signals by associating a buffer inventory need for every SKU and to build a tracking mechanism that ensures optimality.
In this case study learn how BRIDGEi2i helped the world's largest Contract Manufacturer to quantify the impact of demand signal variation on capacity utilization and to build a predictive algorithm to counter demand & supply uncertainties and provision linear Capacity Utilization.
In this case study learn how BRIDGEi2i helped a Fortune 500 Technology company to develop a mobile-enabled dashboard to identify root cause to Throughput, Utilization and Yield metrics and delivered Real-time reporting using the Line Operations system
In this case study learn how BRIDGEi2i helped a Fortune 100 Technology company to leverage a Teradata environment to pull Bookings, Builds and Shipment information onto 1 platform and to correlate supply chain health with KPIs, Inventory and Backlog – REAL-TIME.
In this case study learn how BRIDGEi2i helped a Fortune 100 Technology company to develop an algorithm that identifies patterns in Direct Customer bookings
and to develop a unique forecasting model for just Direct customers.
In this case study learn how BRIDGEi2i helped the Software Division of a Fortune 100 Technology company to develop an algorithm to forecast revenue from SW at a product level and to understand revenue forecasts from licensing and delivery dimensions.
In this case study learn how BRIDGEi2i helped a Fortune 500 Consumer, Technology company to understand patterns in New Product Introduction and how data can be leveraged for the same
In this case study learn how BRIDGEi2i helped a Fortune 100 Technology company to understand patterns in New Product Introductions and use this understanding for better insights into planning demand for NPIs
Digital has evolved into a major channel for organizations. From online selling to educational resources or engaging with customers, a online presence has become indispensable for organizations to compete in today's world.
BRIDGEi2i, with its Web Analytics Solution helps you manage your entire online presence across the entire analytics lifecycle.
From descriptive reporting of incoming traffic and your website quality to insights into visitor profiling and predicting visitor intent, BRIDGEi2i will partner with you to engage your visitors better.
Website path analyses, recommendation systems will help you sell and engage your customers and prospects in a personalized manner.
The Client is one of the world’s largest golf entertainment companies with assets in 11 cities across US and UK. As an initiative to improve their brand presence and perception, The Client is interested in (a) understanding the reach of its social media promotion activities and (b) innovative methods to identify & manage consumer sentiments as soon as a negative event has been triggered.
An overwhelming choice of applications, websites and digital platforms leaves our customers with multiple interaction channels and devices to connect with organizations. In a digitally connected economy, businesses need to represent a “single view” of the brand to the customer. The key here is to integrate customer information from multiple touch points and get a 360 degree view of the customer
This presentation talks about BRIDGEi2i’s Customer Experience Tracking Platform – ExTrack and how it could help businesses with near-real-time actionable recommendations for improving customer experience.
In the past decade, the HR function has undergone a significant transformation. It has evolved from being a support function to a strategic business driver. Modern day HR’s can leverage plethora of data that to manage Employee Engagement. This presentation describes in detail about BRIDGEi2i’s offering on Employee Engagement Analytics and how HR’s can leverage the data eco system to get granular insights for improving Employee Engagement with snapshots of key deliverables
In the past decade, the HR function has undergone a significant transformation. It has evolved from being a support function to a strategic business driver. Modern day HR’s can leverage plethora of data that to manage Employee Engagement. This presentation provides a sneak peak in to the key deliverables of BRIDGEi2i’s Employee Engagement Analytics Solution - EmPOWER
In the past decade, the HR function has undergone a significant transformation. It has evolved from being a support function to a strategic business driver. Modern day HR’s can leverage plethora of data that to manage Employee Engagement. This presentation describes about BRIDGEi2i’s offering on Employee Engagement Analytics and how HR’s can leverage the data eco system to get granular insights for improving Employee Engagement
BRIDGEi2i has frameworks to establish Analytics CoE for Supply Chain functions within organizations. Demand planning solution of BRIDGEi2i aims at using advanced statistical forecasting coupled with real-time decision engines models for demand planning, inventory optimization.
Analytics has demonstrably helped transform supply chains in the modern enterprise. Across Procurement, Planning and Operations functions, organizations have benefited from leveraging analytics to optimize business processes and cultivate a data-driven decision making practice. At BRIDGEi2i, we help organizations get the best out of their data assets to address key supply chain challenges.
Market Intelligence has been a central part to a company's strategy since a long time. However, it hasn't evolved fast enough to support today's dynamic environment.
BRIDGEi2i with its Contextual Market Intelligence solutions, provides actionable insights into your target market by marrying domain knowledge, technological expertize and enablement and Analytics capabilities.
The consumer has been the king for quite a while now. Why then are organizations struggling to engage the consumer, personalize its offering and maximize the value that they can realize.
BRIDGEi2i presents a comprehensive, end to end Consumer Analytics solution that helps you know your consumer better, predict purchasing decisions and personalize recommendations
Adjusting primitives for graph : SHORT REPORT / NOTESSubhajit Sahu
Graph algorithms, like PageRank Compressed Sparse Row (CSR) is an adjacency-list based graph representation that is
Multiply with different modes (map)
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2. Comparing various launch configs for CUDA based vector multiply.
Sum with different storage types (reduce)
1. Performance of vector element sum using float vs bfloat16 as the storage type.
Sum with different modes (reduce)
1. Performance of sequential execution based vs OpenMP based vector element sum.
2. Performance of memcpy vs in-place based CUDA based vector element sum.
3. Comparing various launch configs for CUDA based vector element sum (memcpy).
4. Comparing various launch configs for CUDA based vector element sum (in-place).
Sum with in-place strategies of CUDA mode (reduce)
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Empowering the Data Analytics Ecosystem: A Laser Focus on Value
The data analytics ecosystem thrives when every component functions at its peak, unlocking the true potential of data. Here's a laser focus on key areas for an empowered ecosystem:
1. Democratize Access, Not Data:
Granular Access Controls: Provide users with self-service tools tailored to their specific needs, preventing data overload and misuse.
Data Catalogs: Implement robust data catalogs for easy discovery and understanding of available data sources.
2. Foster Collaboration with Clear Roles:
Data Mesh Architecture: Break down data silos by creating a distributed data ownership model with clear ownership and responsibilities.
Collaborative Workspaces: Utilize interactive platforms where data scientists, analysts, and domain experts can work seamlessly together.
3. Leverage Advanced Analytics Strategically:
AI-powered Automation: Automate repetitive tasks like data cleaning and feature engineering, freeing up data talent for higher-level analysis.
Right-Tool Selection: Strategically choose the most effective advanced analytics techniques (e.g., AI, ML) based on specific business problems.
4. Prioritize Data Quality with Automation:
Automated Data Validation: Implement automated data quality checks to identify and rectify errors at the source, minimizing downstream issues.
Data Lineage Tracking: Track the flow of data throughout the ecosystem, ensuring transparency and facilitating root cause analysis for errors.
5. Cultivate a Data-Driven Mindset:
Metrics-Driven Performance Management: Align KPIs and performance metrics with data-driven insights to ensure actionable decision making.
Data Storytelling Workshops: Equip stakeholders with the skills to translate complex data findings into compelling narratives that drive action.
Benefits of a Precise Ecosystem:
Sharpened Focus: Precise access and clear roles ensure everyone works with the most relevant data, maximizing efficiency.
Actionable Insights: Strategic analytics and automated quality checks lead to more reliable and actionable data insights.
Continuous Improvement: Data-driven performance management fosters a culture of learning and continuous improvement.
Sustainable Growth: Empowered by data, organizations can make informed decisions to drive sustainable growth and innovation.
By focusing on these precise actions, organizations can create an empowered data analytics ecosystem that delivers real value by driving data-driven decisions and maximizing the return on their data investment.
2. The world of B2B marketing has changed
dramatically with the advent of internet and the
increased connectivity in today's world.
Traditional marketing methods are getting
increasingly ineffective as buyers become more
informed and highly aware of the products or
solutions they need.
The sales force is today faced with a situation
where the buyer has made 65% of the decision
journey even before talking to them. This puts
intense pressure on margins, the last
differentiator in an increasingly commoditized
and competitive market place.
The top 5 challenges in B2B marketing as
identified by HubSpot are:
1. Awareness/traffic (22.5%)
2. Lead generation (16.2%)
3. Social media (6.3%)
4. Targeting (5.4%)
5. Branding/brand recognition (4.5%)
If we look closely enough all the challenges are
about attracting and keeping customers. it boils
down to demand generation and sales in either
the short term or the longer term.
Demand management broadly and more
specifically lead management is a key marketing
priority and challenge as Sales organizations
aregenerally wary of Marketing driven leads. Sales
force is always spread thin and hence tend to
focus on the top accounts they know intimately
rather than obscure marketing leads which they
don't believe in.
The challenge for marketing then is to bring
quality leads and earn the respect of the sales
organization, show a good ROI on marketing
investments and demonstrate marketing's
contribution to the Sales funnel. To do this,
marketing organizations have invested heavily
in marketing automation and CRM systems
in the last decade. However generating quality
leads is still a challenge and most marketing
organizations are ill equipped to meet
that. This whitepaper demonstrates how
marketers can use Analytics to rapidly enhance
the Return on Investment (ROI) on their
marketing infrastructure.
Typical Lead Management Framework
Most lead Management frameworks have distinct stages as shown in the schematic below.
3. Lead generation stage:
Here is where the Marketing and Sales teams drive campaigns to prospects as well as existing customers
through a variety of media web, email, direct mail, social, events, tradeshows etc. The key here is to identify
the right profile to target with the right content at the right time in the right channel.
Some key statistics:
With direct mail, trade shows, telemarketing, and traditional advertising, the bigger the company, the
more likely they are to get leads from the aforementioned tactics.
Small companies are more than twice as likely to get leads from social media as compared to large
companies (18% versus 7%).
Large companies are almost three times as likely to get leads from traditional advertising as small
companies (11% versus 4%).
In the Banking/Insurance/Financial Services sphere, only 6% of leads come from PPC, but they are still
allocating 9% of their lead generation budget toward this lead source
In the Technology (Hardware) space, 16% of leads come from email marketing, and 12% of their
budget goes toward this source.
In the Technology (Software) industry, 13% of leads come from trade shows, and they are putting 17%
of their budget toward this source.
B2B companies have a significantly higher cost per lead ($43) in comparison to B2C companies ($15).
Medium companies have the lowest cost per lead ($19) in comparison to small ($31) and large ($38)
companies.
Marketing agencies have the highest cost per lead ($58) whereas the Retail/Wholesale/Consumer
Goods industry has the lowest cost per lead ($6).
U.S. companies have the highest cost per lead ($40); LATAM has the lowest cost per lead ($15).
Source: Prospectr Marketing. http://www.prospectrmarketing.com/where-do-marketers-get-leads#sthash.FMBcu9
Lead Scoring/ Nurturing stage:
In response to the marketing and sales campaigns, a lot of responses and inquiries come in, kick starting a
complex process of Lead management that involves capturing the inquiries, qualifying them and passing on
to sales teams. Both volume and quality are important here but controlling one impacts the other and hence
marketing needs to do a very delicate balance of lead qualification and passing on the best leads to Sales.
Marketing qualified lead which are not sales ready need to be carefully nurtured so as to be passed on to sales
when they are Sales ready.
Key Statistics
A whopping 68% of B2B organizations have not identified their funnel.
Just 56% of B2B organizations verify valid business leads before they are passed to Sales.
57% of B2B organizations identify 'converting qualified leads into paying customers' as a top funnel
priority. BUT...65% of B2B marketers have not established lead nurturing. AND...79% of B2B marketers
have not established lead scoring.
50% of leads are qualified but not yet ready to buy. (Source:MarketingSherpa)
Only 25% of leads are legitimate and should advance to sales. (Source:GleansterResearch)
35-50% of sales go to the vendor that responds first. (Source:InsideSales.com)
Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.
(Source:ForresterResearch)
46% of marketers with mature lead management processes have sales teams that follow up on more
than 75% of marketing-generated leads.
Nurtured leads make 47% larger purchases than non-nurtured leads. (Source:TheAnnuitasGroup)
4. Lead Pursuit
Lead pursuit is the final stage when a lead is either won or lost. Lead routing, scoring and prioritization are
critical for accelerated conversion rates. The typical consideration that go into lead routing rules are:
a. Pursue with direct sales force or through Channel partner
b. Geography (i.e., country, state, etc.)
c. Product Vs Solution Sell
d. Opportunity Size
e. Lead Source
f. Sales force strengths / weaknesses.
g. Overall sales pipeline backlog.
The rules could either be really simple or sophisticated based on the maturity of the lead management
process in an organization.
Key Statistics:
61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified.
(Source:MarketingSherpa)
The average sales cycle has increased 22% over the past 5 years due to more decision makers involved in
the buying process. That means more intricate lead nurturing towards more stakeholders.
(Source:SiriusDecisions)
Typical Lead Conversion and Waterfall rates in B2B space are shown in th graphic below:
5. The BRIDGEi2i Analytics Solution
BRIDGEi2i's technology agnostic Demand Acceleration framework can help Marketers accelerate their lead
quality significantly and rapidly. We understand that higher quality and quantity of lead generation is a key
priority of the Marketing team who invest heavily in marketing automation systems to accelerate leads. But
though these systems provide productivity, they are only as good as the underlying data and intelligence.
BRIDGE's unique framework attempts to solve these practical challenges.
BRIDGEi2i Demand Acceleration Framework
At BRIDGEi2i we realize the complexity involved in a good demand management process. Legacy systems,
disparate data sources, multiple workflow systems, various execution partners, internal functional
dependency, rapidly expanding data availability, reducing budgets and skill deficiency have put B2B
marketing organizations under tremendous pressure.
The schematic above highlights the complexity involved in Demand management process primarily
driven by:
Disparate data sources, a lot of them external to the organization, severely restricts the ability of an
organization to make meaning from the existing data without investing into an expensive data
integration effort. The irony though is that the integration takes too long by which new data sources
emerge, defeating the very purpose.
BIG data hype has made companies run after storing every piece of data without much direction on what
that data can do. The myth around more data is good is leading to a lot of frustration among marketers
especially when it's not actionable.
New age Marketing and sales Automation tools like Eloqua, Marketo, Aprimo, Salesforce.com etc. have
brought in the promise of transforming Demand generation process. Although these systems have
improved workflow efficiency, organizations still lack the Analytics capability to improve the
effectiveness of the process.
Dependency on external vendors for campaign execution and the whole shift to Digital engagement is
putting pressure on the process as well.
6. To help such marketing organizations BRIDGEi2 has developed a Demand Acceleration
framework that focuses on:
1) Quick deployment without high implementation costs.
2) A test and learn environment with best-in-class Predictive Analytics support.
3) Technology agnostic, we work with what you have or don't have.
4) A partnership model where we stay with you till the end, sharing your problems and
celebrating your success.
The Demand acceleration framework from BRIDGEi2i focuses on the intelligence that goes into the Demand
Management process. Each phase/process/ step is analytically driven and provides instant value to our
clients. We believe that there is no such thing as perfect data, and Analytics sophistication is a journey not a
destination. Our clients can begin their journey irrespective of what systems/ tools/ technology or capability
they have.
Lead Generation – BRIDGEi2i way:
The key objective remains the ability to answer the 4 basic questions :-
Who are the target customers?
What are their needs?
How can one engage with them?
When should one engage them?
BRIDGEi2i has stepwise Solutions to get to the questions above, in a very data driven way.
Step 1. Build Customer Intelligence.
We believe that behavioral segmentation is one of the most critical framework that companies need to
adopt for identify target customers. Although most companies have some kind of segmentation framework
it's often not in a shape to be used for targeting. At BRIDGEi2i we build segmentation that can be used for
targeting and help one test and learn.
The output of the segmentation exercise would be any of the following:
a.Generic segmentation to create homogeneous groups.
b. Value segmentation to Most/Least valuable customers.
c. Customer Lifecycle Models ( Retain, Acquire, Develop or Nurture, Acquire, Protect)
d.Propensity Models that predicts the likelihood to purchase in a specific timeframe.
7. Step 1b: Identifying Prospective Customers
Armed with an astute knowledge of the existing customers we help our clients identify prospects from a
much larger pool for population. This typically involves:
a. Lookalike Modeling where one identifies Prospects who are similar to existing customers and hence
likely to engage.
b. White Space and Profit pool analysis that identifies new segments that could be lucrative to target.
Step 2: Develop deep Campaign Insights
Once Customer Intelligence has provided us good insights on what groups of customers to target for a
specific purpose the next question is what campaign to run for them. Analysis of historical campaign
performance typically provides rich information on what kind of campaign would be effective on certain
segments. An ongoing schema of Design of experiment helps in continuous evaluation of campaign types
and customer segments.
8. After this the campaigns are executed. Typical campaigns will be multi-channel that will include email
marketing, digital marketing, tele-marketing, social media, events etc.
A successful lead generation program is fundamental to ensure that inquiries and responses come in both in
terms of Volume and quality.
Managing the responses that come in and ensuring those are qualified, routed , nurtured or passed on to the
sales teams is the next most important part of the Demand Management process.
Step 3. Lead Management
Lead management is fundamental to the process of Demand management and a well laid out lead
management process is a key differentiator in B2B marketing. There are distinct capabilities that need to be
developed under lead management:
Step 3a. Inquiry Filtering and Enrichment
Campaigns involve multi-channel responses and inquiries too are spread across multiple channels with
varying degree of information being provided. One of the most important aspects of an inquiry is
identification and ability to contact. Inquiry filtering primary involves:
a. Contact data quality checks and deduplication
b. Contact data enrichment that helps lead scoring in a big way.
c. Basic disqualification rules that keep junk out (e.g. Interest on the Career site should not qualify as
an inquiry).
A good inquiry filtering process bring in enormous amount of discipline into the lead management process
and helps de-clog the system.
Step 3b. Lead Scoring
Lead Scoring is essentially a prioritization tool which predicts the how interested an inquiry is in making a
purchase. An expensive way of doing that would be to call each inquiry and ask them a series of questions to
judge, the Business they are in, the Authority they have on the purchase decision, the Need they have and the
Timing they are looking at. To avoid tele-qualification costs or complement it lead scoring has become very
popular in the Lead management process.
Scores using Weights
This Lead scoring process look at two aspects of an inquiry, the profile and the engagement. Profile is
generally related to the account the inquiry is coming from and the engagement piece looks at what the
particular contact has done as part of the inquiry or before. Event attention, response to an email, website
visit etc. are indications of engagement by a particular contact.
9. Although popular this method forces one to pre-determine what aspects of engagement need to be
considered and is increasingly being accused of simplifying a multi-dimensional aspect of scoring
propensity.
Predictive Lead Scoring
A sophisticated lead scoring process involves looking at leads won and lost in the past and building a
predictive model that tries to model the multidimensional aspects of why a lead is converted. The data
elements which are used in the modeling process are extensive and the power of statistics is used to
determine what variables impact the conversion probability instead of having to second guess those
variables as in the Weightage method of lead scoring.
Data Used for Predictive lead Scoring:
1) Historic data of the lead funnel from Inquiries to Win / Loss.
2) Firmographics / Demographic data on the inquiries at an account as well as Contact level.
3) Campaign details on how an inquiry came in.
4) Nurturing history of a contact
5) Any Trigger data on accounts at the point of inquiry.
6) Any data related to the Sales Pursuit
7) The overall deal size, margin, timeframe taken for deals won.
8) Reason associated with losing a particular deal.
Analytical Models used for lead Scoring:
Classification methods of Statistical models, specifically Knowledge Models with response variable (in this
case the conversion of a lead will be the response variable) help address lead scoring. Popular classification
techniques we use include:
Logistic Regression
Decision Trees
Discriminant Analysis
Bayesian Techniques
Support Vector Machines
The above methods and few other adaptations are tested on each Scoring model to get the best fit.
10. Step 4: Lead Routing
Lead routing is very critical for an optimized Sales Pursuit. Broadly all qualified leads gets routed to either an
organization's direct sales force or to Channel partners.
Step 4a. Routing rules for direct sales force
In order to ensure that the lead routing is in Sync with the ground realities of the Sales force, lead routing
framework takes into consideration multiple facets of the sales force. The schematic below broadly captures
the considerations for a lead allocation logic.
Step 4b. Routing rules for Channel partners
Leads to channel partners are optimally routed based on the following factors:
1) Partner type
2) Partner territory
3) Partner performance
4) Contractual obligations
5) Breadth of Services.
6) Service history
7) Historical conversion rates.
8) Competitive considerations.
Routing algorithms here are basically linear optimization models with constraints.
11. Office
Bangalore: 389, 2nd Floor, 9th Main, HSR Layout, Sector – 7, Bangalore – 560 102
Phone: +91-80-42102154
US: 1013 Centre Road, ST # 403S, Wilmington, New Castle, DE 19805
Phone: +1 858 312 1075
Web: www.bridgei2i.com | email: enquiries@bridgei2i.com
Facebook | Twitter | Google+ | LinkedIn: BRIDGEi2i
BRIDGEi2i Demand Acceleration Framework is analytically sophisticated, designed for rapid deployment,
flexible for incorporating customization and is guaranteed to provide positive ROI.
We encourage any marketer struggling with point solutions, complexity of available tools/ technologies and
constrained by limited budget to reach out to us so that we can partner with you to help you meet your
business goals.
The Demand Acceleration Framework is powered by our Demand Analytics Architecture which provided as a
Managed Service to our clients. Hence we stay invested with our clients through their journey.
About BRIDGEi2i
BRIDGEi2i provides Business Analytics Solutions to enterprises globally, enabling them to achieve
accelerated business impact harnessing the power of data. These analytics services and technology
solutions enable business managers to consume more meaningful information from big data, generate
actionable insights from complex business problems and make data driven decisions across pan-
enterprise processes to create sustainable business impact. BRIDGEi2i has featured among the top 10
analytics and big data start-ups in several coveted publications.