This document discusses how companies can drive big results through integrated insights from big data. It argues that companies need actionable insights to stay ahead of changing markets and meet rising customer expectations. The digital revolution is generating exponential growth in data, yet many companies struggle to manage this information. The document advocates for an optimal data management solution that integrates trusted data from multiple sources and delivers it in real-time to power business decisions. Successful customer intelligence requires analyzing customer data from all touchpoints to inform marketing strategies.

1. Drive Big Results with Big Data through
Integrated Insight in Your Applications
Ken Maranian
VP, Product Management - D&B Direct
maraniank@dnb.com
October, 2012

2. Agenda
• Welcome
• Ken Maranian – D&B
• Darren Green – Verizon
• Q&A
2

3. Moneyball demonstrates the power of data
in determining success on the baseball field
3

4. Business success requires actionable insight
to stay ahead of the curve…
Economic Volatility Technological Change
Natural Disasters Political Uncertainty
4

5. …and to exceed increasing buyer expectations
and demands
77% of B2B buyers will not talk to a sales representative until
they have conducted independent research ~ DemandGen
8 out of 10 decision makers rely on word of mouth when making
buying decisions ~ Forrester Research
60% of the purchasing decision process occurs prior to having a
conversation with a vendor ~ Corporate Executive Board
55% of B2B buyers indicate that sales reps are unprepared for
initial meetings ~ IDC

6. The digital revolution is generating an
exponential growth in information
6
Source: Domo

7. And the pace of change is accelerating,
exacerbating data quality issues
7

8. Many companies are struggling to deal with
all of this information
8

9. Managing data has become a major headache
for many companies
Organizational Silos Data Inaccuracies Lack of Accessibility
9

10. If you don’t have the right information, it is
difficult to successfully manage your company
10

11. Executives consistently agree information is
critical for improved business performance
11

12. Bad data impairs decision-making and
significantly increases costs
12

13. Master your data and master your growth

14. So what does the optimal data management
solution look like?
1 Integrated
2 Trustworthy
3 Easy to use

15. You need to connect and deliver consistent and
relevant data across systems
CRM
Identify
Opportunities
Purchasing Marketing
& Supply Automation
Qualify Target
Vendor Campaigns
ERP, Risk
& Finance
Identify
Exposure
15

16. Then aggregate and deliver data from multiple
sources in an automated way
Rest Of World Data
ERP
SCM
CRM Data is kept
updated and D&B
synchronized — Database
automatically
210M+ Companies
100M+ Contacts
900+ Industry Reports
and Company Financials
MORE…. Risk
and MORE…
16

17. And deliver it real-time into workflows for improved
decision-making
Make requests
API Customer
Database THE INTERNET
Application
Receive answers
API to Customer
The API provides a flexible,
real-time, on-demand data
transfer capability for easier
integration into your business
processes and applications

18. So that you can better utilize information to
drive growth across the sales cycle
Service &
Acquire Grow
Retain
Find the best new Better understand and Grow existing
prospects manage existing customers’ spend
customers
Data Management and Integration Process
18

19. And capitalize on market changes with a clear view
of your customers, suppliers and partners
Proactive Risk Mitigation
Supply Optimization
Partner Prioritization
19

20. D&B’s Data-as-a-Service offerings help you
embed intelligence across your enterprise
20

21. HP uses D&B Direct to increase sales
knowledge and selling effectiveness
Quickly enable sales reps to identify
cross sell opportunities in order to
retain and grow their client portfolio to
increase revenue.
21

22. You can achieve better results by putting the
right data in the right hands at the right time
Complete the picture Connect on-demand to
with relevant context for the info you need –
smarter decisions in one place
360°
View
Trustworthy
Trustworthy
Start with accurate and current data that
you can rely on
22

23. 23

24. Successful Customer Intelligence
Verizon Enterprise Services
Darren Green
October 24, 2012 – Gartner IT Symposium

25. Customer Intelligence is...
The management and analysis of customer data from all
sources, used to drive marketing performance and business
strategy
Data
Skills Analysis
Customer
Intelligence
Technology Strategy
Measure Campaigns
25

26. Big Data Collection Never Ends
Customer Intelligence
Accounts
•Company “Brings it all Together” • Stock Indexes
•Branch • External Lists
•Segment Data Analysis • Industry
Information
Marketing Campaign
• Analyst
Analytics Implementation
Research
•Domestic
Revenue •International
• 3rd Party Data External
(D&B, IDC, etc
•Products
Segmentation
Industry
Reporting ..) Data
• Email
Addresses
•Sales Rep Email External List • Market
Sales Data •Sales Results Marketing Analysis Trends
•Funnel
Product Wallet Share
Business Case Reporting
Marketing •Campaigns
Results •Offers
•Promos Market Share
Reporting
The Future-
Unstructured
Data
26

27. Dirty Data Creates Analysis Nightmare
Data issues comes from various
Impacts many items.... Keeps us on the run to correct....
sources
• Duns Assignment mismatches • Internal propensity modeling • Modeling
• Mergers/Acquisitions, etc... • Sales and Marketing buy-in • Campaigns
• External data • Campaign strategies/ Contact • Billing
• Internal billing assignments records • Contacts
• Contact data becoming more • Segmentation (Sales • Reporting
complex with various social assignment, Industry, Reporting) • Share Analysis
network identities • Target Marketing strategies
• Business Units
27

28. And Then How Do You Define A Customer?
Complex Company Hierarchies
•Complex Company Hierarchies
•Extensive Family Trees for Enterprise companies
•Multiple layers within corporate structure:
•Global/Parent/Domestic Ultimate/Branches/Subs/Single
•Detailed process to capture all Parent Company sites
•Each HQ location is a large entity within its own structure
•Merger/Acquisition (M&A) changes impact structure
Cust Id Cust Id Cust Id Cust Id Cust Id Complex Customer Hierarchies
#1 #2 #3 #4 #5
•Segmentation/Account assignment to HQ Billing Location
•Unique Decision Makers at Enterprise Subsidiaries
•Multiple Accounts per Global Company
•Detailed process to map accounts to Head Quarters
•Account relationships impacted due to M&A Activity
"Having different versions of customer data has been a common problem at
companies since the introduction of the relational database."
-Customer Data Integration
28

29. 29

30. Making Analytics Actionable
Campaign Profiling
Campaign Results
Delivery
Target CI Data Distinguish
Marketing between “Good”
Strategy Customers and
“Valuable” ones
-Customer Data
Integration
Customer
Customer
Data
Analytics
Integration
Improved Customer Modeling
Response Open Event Sales & Measure
Click Thru Opt Out
Rate Rates Attendance Oppt’y Success
30

31. Key Takeaways...
Successful Customer Intelligence... Requires...
• Permeates an organization from campaigns • Strong support at the executive and C-
to strategic planning level, aligned metrics and goals as well as
designated CI professionals with clear roles and
responsibilities
• Is the hub of all customer information and
makes it available across the organization
• Understanding of the customer across the
organization as well as a clear strategy that
• Is central to strategic planning and provides outlines what the company is trying to achieve
information for core business and financial
decisions • Going beyond standard metrics and looks for new
and innovative ways to harness data
• Is supported by the data & technology
necessary to generate strategic customer • A centralized customer database that captures all
insights transactional and behavioral data to create a clear
view of the customer
• Focuses on the information and tells the
story on behalf of the customer • Working alongside all marketing groups to support
customer oriented strategies and maps them to
tactics and execution
31