In the past, selling offered high rewards to those with the energy to sell hard and the tactics to close deals. In the new era, it will offer even greater bounty to those who can sell smart and understand and implement strategies for creating customer value.
How Sales Organizations Can Prevail Against Economic HeadwindsRichardson
Tips for sales professionals to get ahead of the economic cycle. Sales leaders want long-term goals, incremental growth, greater responsibility, and less challenges. This SlideShare will help you accomplish these goals.
Marketing is the way companies interact with consumers to create relationships that are beneficial to both parties. Businesses use marketing to identify their audience before advertising to them. Today, this is most visible through social media interactions.
7 reasons why customer value is your secret weaponStacey Danheiser
58% of deals end up in "no decision" because VALUE wasn't communicated to the customer. If a customer doesn't see value in what you're selling - they won't buy from you! Here are 7 reasons why you need to tune into what your customers value...and how to get started now.
Winning Complex Sales With an Intentional StrategyRichardson
As the buying journey has become more complex, dynamic, and iterative, sales professionals often find themselves in a daily state of crisis — reacting to customer changes and competitor moves.
This presentation explores why sales professionals must not only engage in customer-centric activities that add real value, but they must also navigate and anticipate the constant changes taking place for their buyers and help lead them through the buying process.
This presentation will cover the following:
1. Understanding how and why the buying process has changed and the imperative this change has created for sales professional's to think and act differently to compete today
2. Recognizing and influencing the critical factors buyers consider today in every buying decision
3. Utilizing Richardson's Momentum Methodology to assess position, create the right intentional and proactive strategy to differentiate, and execute with precision to drive the sale to close
In the past, selling offered high rewards to those with the energy to sell hard and the tactics to close deals. In the new era, it will offer even greater bounty to those who can sell smart and understand and implement strategies for creating customer value.
How Sales Organizations Can Prevail Against Economic HeadwindsRichardson
Tips for sales professionals to get ahead of the economic cycle. Sales leaders want long-term goals, incremental growth, greater responsibility, and less challenges. This SlideShare will help you accomplish these goals.
Marketing is the way companies interact with consumers to create relationships that are beneficial to both parties. Businesses use marketing to identify their audience before advertising to them. Today, this is most visible through social media interactions.
7 reasons why customer value is your secret weaponStacey Danheiser
58% of deals end up in "no decision" because VALUE wasn't communicated to the customer. If a customer doesn't see value in what you're selling - they won't buy from you! Here are 7 reasons why you need to tune into what your customers value...and how to get started now.
Winning Complex Sales With an Intentional StrategyRichardson
As the buying journey has become more complex, dynamic, and iterative, sales professionals often find themselves in a daily state of crisis — reacting to customer changes and competitor moves.
This presentation explores why sales professionals must not only engage in customer-centric activities that add real value, but they must also navigate and anticipate the constant changes taking place for their buyers and help lead them through the buying process.
This presentation will cover the following:
1. Understanding how and why the buying process has changed and the imperative this change has created for sales professional's to think and act differently to compete today
2. Recognizing and influencing the critical factors buyers consider today in every buying decision
3. Utilizing Richardson's Momentum Methodology to assess position, create the right intentional and proactive strategy to differentiate, and execute with precision to drive the sale to close
Inside Sales: Building a Scalable Business Development EngineBill Moorehouse
Many organizations see the value of building an inside sales team. Managing a small inside sales team can be done in an informal fashion by a competent sales manager. A larger inside sales team requires more rigorous management. The complexity of managing the inside sales team will increase along with the size of the team, breadth of products or services sold by the team and geographic distribution of the team. This presentation focuses on an approach to building scalable inside sales teams.
This is a general introduction to market-based strategic thinking and planning.
Strategic Market-Based Planning was a 3-day public workshop for managers offered for many years through what is now UW-Madison’s Center for Professional and Executive Development (CPED). Five years ago I posted the slides from the course and it was consistently one of my top viewed and downloaded presentations. I updated that content and replaced it with this slide deck.
Marketing Your Station is a PDF of materials from a one-day workshop for personnel from local radio and TV stations.The same presentation is available with embedded links through my website, BrainSnacksCafe.com.
Market Segmentation strives to identify groups of customers who share commonalities yet whose characteristics are distinguishable from other customer groups. In this white paper, we outline the various B2C and B2B criteria and statistical procedures to identify those customer groups who matter most.
Adapted from a multi-day corporate B2B workshop (plus selected MBA modules) on marketing management. Includes the marketing planning process, tactical marketing, value creation and delivery, and integrated marketing communications.
Slide presentation of major aptitudes of product managers who are good at, and enjoy, their careers -- in other words, product managers who are ENERGIZED!
Successful Brand Management: Moving from a Product-Centric Focus
to a Customer-Centric Business Model by Susanne Kushner at SVPMA Monthly Event May 2002
Inside Sales: Building a Scalable Business Development EngineBill Moorehouse
Many organizations see the value of building an inside sales team. Managing a small inside sales team can be done in an informal fashion by a competent sales manager. A larger inside sales team requires more rigorous management. The complexity of managing the inside sales team will increase along with the size of the team, breadth of products or services sold by the team and geographic distribution of the team. This presentation focuses on an approach to building scalable inside sales teams.
This is a general introduction to market-based strategic thinking and planning.
Strategic Market-Based Planning was a 3-day public workshop for managers offered for many years through what is now UW-Madison’s Center for Professional and Executive Development (CPED). Five years ago I posted the slides from the course and it was consistently one of my top viewed and downloaded presentations. I updated that content and replaced it with this slide deck.
Marketing Your Station is a PDF of materials from a one-day workshop for personnel from local radio and TV stations.The same presentation is available with embedded links through my website, BrainSnacksCafe.com.
Market Segmentation strives to identify groups of customers who share commonalities yet whose characteristics are distinguishable from other customer groups. In this white paper, we outline the various B2C and B2B criteria and statistical procedures to identify those customer groups who matter most.
Adapted from a multi-day corporate B2B workshop (plus selected MBA modules) on marketing management. Includes the marketing planning process, tactical marketing, value creation and delivery, and integrated marketing communications.
Slide presentation of major aptitudes of product managers who are good at, and enjoy, their careers -- in other words, product managers who are ENERGIZED!
Successful Brand Management: Moving from a Product-Centric Focus
to a Customer-Centric Business Model by Susanne Kushner at SVPMA Monthly Event May 2002
Chapter 2 Developing Marketing Strategies and PlansNishant Agrawal
Developing Marketing Strategies and Plans
Value Delivery Process
What is the Value Chain?
Core Business Processes
Core Competencies
What is Holistic Marketing?
Levels of a Marketing Plan
Corporate Headquarters Planning Activities
Branding, Positioning & Understanding Current Marketing Issues, presented at CSUSB on 11/20/14. Understanding how to build a positioning statement is the most important part of creating your base to your strategic marketing plan. This presentation goes through how RedFusion builds relationship based, executable marketing cycles for small businesses.
May 2015 marked the final offering of Product Manager Imperatives at the University of Wisconsin-Madison’s Center for Professional and Executive Education. After 40 years of running these open enrollment corporate workshops on product management, UW-CPED has decided to focus exclusively on management and leadership training. This presentation is the condensed version of the final offering of Product Manager Imperatives. For a version of this presentation with links to videos, tutorials and other tidbits to demonstrate key points, look for this presentation at BrainSnacksCafe.
05.21.15 Vanderbilt Presentation on Building Leadership SkillsMichael Burcham
Presentation to Leadership Team at Vanderbilt University Medical Center on Transformational Leadership. A Discussion of Disruption in the Market, Becoming a Leader in Creating Change, and Tools for Self Improvement as a Leader.
If the market for your product or service is taking off, you’re likely experiencing an influx of new entrants. Customers, potential employees and investors—who in the early days didn’t understand your product or were skeptical it would succeed—now tell you that “everyone’s doing that” and want to know “what’s different about you?”
In this presentation, you'll learn how to refine your target market definition and improve your positioning, so you can help your company grow in a crowded market.
[Webinar] The Internet of Things and the Coming Data DelugeInsightInnovation
"The Internet of Things" was one of the hottest topics in 2014, and is set to grow even faster this year, as we move to a world where the internet isn't just about connecting computers, but is now connecting all of the everyday devices that we use.
[Webinar] Applications of Psycho-physiological Measures in Holistic Consumer ...InsightInnovation
HCD Research, a leader in integrating psycho-physiological measures and traditional research techniques, will show how applied consumer neuroscience can help marketers and product developers make decisions with actionable recommendations in all stages of innovation: exploration, evaluation and validation. HCD will share technology-agnostic approaches that allows for flexibility in keeping up with the latest tools and scientific research and, most importantly, focus on client needs and goals.
[Webinar] Google Consumer Surveys 2.0: Deeper Data through Innovation, Not Lo...InsightInnovation
Google Consumer Surveys has proven that a short survey can be quite powerful, but it is nonetheless true that some projects require deeper data. Driven first and foremost by technology, GCS is answering the call with innovation vs. survey length -- developing unique solutions to bring deeper, more meaningful data to our customers.
5 Common Concept Development Pitfalls... And How to Avoid ThemInsightInnovation
We all know the fundamentals, but sometimes we're all moving so fast we can forget. Well we're here to help! We got all our research experts in a room and asked what are the 5 most common pitfalls they see when working with our customers every day in the concept development process.
Philip Kotler Presentation - NYAMA Marketing Hall of Fame InsightInnovation
Dr. Kotler gave an expansive talk that traced the origins of modern marketing and implications for the future in his presentation at the 2014 Marketing Hall of Fame Induction Ceremony, May 28th, NYC.
Joseph Tripodi Presentation - NYAMA Marketing Hall of FameInsightInnovation
Joseph Tripodi shared his vision for global "networked" brands in his presentation at the 2014 Marketing Hall of Fame Induction Ceremony, May 28th, NYC.
[Webinar] What Top Software Firms Have to Teach Market ResearchersInsightInnovation
Agile software development has revolutionized the software industry, and shapes the programs, websites and apps that you love. Discover how agile software development has inspired the principles of agile market research.
[Webinar] Applying Neuroscience to Communications ResearchInsightInnovation
Neuromarketing is an exciting field that is redefining what we think we know about our customers, their decision-making, and the processes that govern how they think and act.
One of the most hyped topics in the worlds of marketing, technology, and consumer insights is Big Data. Join our panel of experts for a discussion that's going to clear the hype away. Gain a real perspective on the subject and a better understanding of what Big Data can deliver today.
Michael Wolfe, Bottom Line Analytics
David Johnson, Decooda
Greg Pharo, AT&T
David Weinberger, Customer Centric Strategy
Our distinguished panelists offer clear views on:
The business drivers and ROI of Big Data investment
Actual use cases, success stories, and who’s doing it today
The role of analytics in turning big data into insights
EXPERT PANEL: BIG DATA OR BIG BROTHER? ETHICS & REGULATIONS IN A DATA-RICH WORLDInsightInnovation
Big Data may be an overused buzz term, but it’s also a reality. Everyone is racing to harness the power of aggregated and synthesized data to deliver value. We’re all familiar with the debates around privacy and best practices in general, but what about highly regulated industries like healthcare, financial services, and commerce?
Join our panel of key stakeholders from the client side, technology providers, and analytics gurus as they explore the do’s, don’ts, and future possibilities of Big Data in action.
Technology Frontiers: Text, Sentiment, and Sense by Seth Grimes of Alta Plana...InsightInnovation
A basic definition: Text analytics transforms text-sourced information into data to help you generate insights that fuel better-informed business decision-making. Methods are applied to online and social information, as well as enterprise feedback, to complement and extend traditional and emerging research methods. Text analytics is the leading opinion mining technique, evolving to link emotion and intent signals to behaviors, profiles, and transactions. If text analytics isn’t part of your data toolkit, it should be; if you’re already exploiting text analytics, you’ll want to stay on top of developments. Seth Grimes, in this What’s Next talk, will tell you how.
It’s Not Mobile Research, It’s Research In a Mobile World by Bob Yazbeck of G...InsightInnovation
The ubiquity of mobile in our world is undeniable. Yet, why are we holding onto our desktop mentality when research “wants to be freed.” Using a methodological lens, see how factors such as cost, logistics and history are playing into our apprehension about mobile—but, is it legitimate or mere skepticism?
Review the top ten areas of convergence between mobile and market research
Learn how an iterative approach is critical to moving from inertia to impact
See examples of mobile research in motion
Workshop: Using Games to Explore Human Behavior by Mark Earls of I'll Have Wh...InsightInnovation
The rich flowering of contemporary behavioral and cognitive science is revealing that many of marketing’s and market research’s basic assumptions about how people do what they do (and how we might shape it) are… wrong.
This workshop encourages delegates to explore their implicit assumptions about human behaviour but in a fresh and participative way (rather than as a seminar): using the power of play and group games to experience and explore what can otherwise be rather dry and theoretical concepts.
And in order to make the output practical, Mark will encourage participants to reflect and revise any working ideas they have about human behavior and to develop a toolkit of practices and ideas to populate this new map.
This workshop is energetic, fun and participative!
Insight Innovation Challenge: Single-Source & Holistic Views Of Consumers by ...InsightInnovation
Whit.li believes that a key power of Social Media is just recently being unlocked – the power to determine the core personality traits of your consumers. In this presentation, we’ll show you how to go much deeper than demographics when examining your social audience, and how to use that power to accelerate the research process.
About Whit.li
Social data contains a goldmine of useful market insights that can provide a holistic view of the consumer. Whit.li’s ‘Brands App’ gathers massive ‘focus group” data specific to a Brand’s social following, making it simple and easy for Marketers to:
A. Segment an audience based on combinations of their real interests, lifestyle data and unique character traits, and
B. View actionable segmentation results instantly.
With Whit.li, a brand can target and engage with their audience based on who they really are.
As Europe's leading economic powerhouse and the fourth-largest hashtag#economy globally, Germany stands at the forefront of innovation and industrial might. Renowned for its precision engineering and high-tech sectors, Germany's economic structure is heavily supported by a robust service industry, accounting for approximately 68% of its GDP. This economic clout and strategic geopolitical stance position Germany as a focal point in the global cyber threat landscape.
In the face of escalating global tensions, particularly those emanating from geopolitical disputes with nations like hashtag#Russia and hashtag#China, hashtag#Germany has witnessed a significant uptick in targeted cyber operations. Our analysis indicates a marked increase in hashtag#cyberattack sophistication aimed at critical infrastructure and key industrial sectors. These attacks range from ransomware campaigns to hashtag#AdvancedPersistentThreats (hashtag#APTs), threatening national security and business integrity.
🔑 Key findings include:
🔍 Increased frequency and complexity of cyber threats.
🔍 Escalation of state-sponsored and criminally motivated cyber operations.
🔍 Active dark web exchanges of malicious tools and tactics.
Our comprehensive report delves into these challenges, using a blend of open-source and proprietary data collection techniques. By monitoring activity on critical networks and analyzing attack patterns, our team provides a detailed overview of the threats facing German entities.
This report aims to equip stakeholders across public and private sectors with the knowledge to enhance their defensive strategies, reduce exposure to cyber risks, and reinforce Germany's resilience against cyber threats.
Opendatabay - Open Data Marketplace.pptxOpendatabay
Opendatabay.com unlocks the power of data for everyone. Open Data Marketplace fosters a collaborative hub for data enthusiasts to explore, share, and contribute to a vast collection of datasets.
First ever open hub for data enthusiasts to collaborate and innovate. A platform to explore, share, and contribute to a vast collection of datasets. Through robust quality control and innovative technologies like blockchain verification, opendatabay ensures the authenticity and reliability of datasets, empowering users to make data-driven decisions with confidence. Leverage cutting-edge AI technologies to enhance the data exploration, analysis, and discovery experience.
From intelligent search and recommendations to automated data productisation and quotation, Opendatabay AI-driven features streamline the data workflow. Finding the data you need shouldn't be a complex. Opendatabay simplifies the data acquisition process with an intuitive interface and robust search tools. Effortlessly explore, discover, and access the data you need, allowing you to focus on extracting valuable insights. Opendatabay breaks new ground with a dedicated, AI-generated, synthetic datasets.
Leverage these privacy-preserving datasets for training and testing AI models without compromising sensitive information. Opendatabay prioritizes transparency by providing detailed metadata, provenance information, and usage guidelines for each dataset, ensuring users have a comprehensive understanding of the data they're working with. By leveraging a powerful combination of distributed ledger technology and rigorous third-party audits Opendatabay ensures the authenticity and reliability of every dataset. Security is at the core of Opendatabay. Marketplace implements stringent security measures, including encryption, access controls, and regular vulnerability assessments, to safeguard your data and protect your privacy.
Explore our comprehensive data analysis project presentation on predicting product ad campaign performance. Learn how data-driven insights can optimize your marketing strategies and enhance campaign effectiveness. Perfect for professionals and students looking to understand the power of data analysis in advertising. for more details visit: https://bostoninstituteofanalytics.org/data-science-and-artificial-intelligence/
Show drafts
volume_up
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.
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
2. 2
Where market segmentation starts –
and often ends
Why we slice up markets
The New Guardrails
• Objectives
• Descriptive Tools
• Activation
Effective segmentation in action
Conclusion
Today’s Agenda
Scott Laing
Sr.Vice President
Today’s Presenter
4. 4
Your team decides to conduct a
Market Segmentation study…
…a time-tested friend
and bedrock of
marketing!
5. 5
The Start of the Project…
What typically comes to mind as effective segmentation?
A universal, cross-company model – everyone is a stakeholder and
everyone is on the same page
Detail, detail, detail – interesting, novel descriptors that excite
Description drives action
So, what’s wrong?
6. 6
Let’s Take a Step Back
Through Market Segmentation, companies divide large
heterogeneous markets into smaller segments that can be
reached more efficiently and effectively with products and
services that match their unique needs.*
*From Kotler, Philip and Gary Armstrong, Principles of Marketing, Prentice-Hall.
Segmentation:
Key Market Segmentation Attributes
It’s about driving growth!
7. 7
Guardrails for Effective Segmentation
Define a growth-centered objective
Don’t get lost in the description
Don’t fear data integration
8. Dividing Markets for a Reason
Principle:
Specificity in objective will pay handsomely
9. 9
Flavors of Segmentation
There are two possible problems to address via Market
Segmentation. Each requires a very different approach.
A Market for
Your Product
A Product for
Your Market
VS.
10. 10
What Does it Look Like? A Typical Model…
Engaged
Customers
Strong
Prospects
On-the-
fence
Low-
Interest
Totally
Uninvolved
“Disengaged
David”
“Homebody
Holly”
“Questioning
Quentin”
“Nearly Retired
Richard”
“Polly the
Pensioner”
11. 11
Principle:
Define a growth-centered objective
Always remember the promise of market segmentation: Finding a
market focus and realizing efficient growth.
Projects typically go “off the rails” when objectives multiply.
A segmentation model designed to optimize channel selection will
likely look different than one designed to optimize revenue based on
price discrimination.
13. 13
State of Segmentation Tools
TIME
“A diversity of
wants”
identified
(1912)
Demographics/
census
(1950s)
Psychographics
(1960s & 70s)
Emotional
response
(2010s)
Public/social
discourse
(NOW!)
14. 14
“Nearly-Retired Richard”
• Male head-of-household
• Senior manager, F500 firm
• 55 – 64
• 1 – 2 spendthrift children at top colleges
• Average earnings $150,000+
• Wife is aspiring socialite/traveler
• Lives in elite suburbs
• Active saver/investor
• Own home
• Graduate+ education
• Shop at high-end department stores, local specialty shops
• Enjoy gardening
• Read The Economist
• Drive mid-range sedan
Where does this fit into growth?
15. 15
Don’t Lose Sight of The “Why”
…[M]arket segmentation has become narrowly focused on the needs of advertising [and
increasingly skeptical management teams], which it mainly serves by populating
commercials [and corporate meeting rooms] with characters that viewers can identify with
– the marketing equivalent of central casting.*
*From Yankelovich, David with David Meer, Rediscovering Market Segmentation,
Harvard Business Review, February 2006
Rich descriptions are critical, but not the end game
Growth is the end game
• Requires description of an appeal/target
• But also clear reach proposition
When the next turn is unclear, people tend to focus on selling the idea internally,
forgetting the whole point of doing segmentation in the first place.
16. 16
Principle:
Don’t get lost in the description
Let the “Why” of segmentation (growth) drive the “What” of
segmentation (descriptors)
Often, segmentation studies morph into customer profiling studies
with little focus on a “target” to optimize.
It is useful to identify a single piece of the business that will
“activate” the segmentation
17. “Wonder Twin Powers Activate!”
Principle:
Specificity in objective will pay handsomely
Principle:
Don’t get lost in the mechanics
18. 18
So Many Sources of Data!
Data overload
Above logos are the property of their respective owners
20. 20
Which Source is Best?
Why stick with one?
Historical temptation to choose one source, but we’re finding the power in
integrating two – one for description, one or more for reach
• Custom survey + syndicated database
• CRM + custom survey
• Syndicated database + CRM
Description
Reach
Make sure you are integrating sources to meet your objectives
21. 21
Use the best sources for descriptive power and reach
Choose descriptive elements based on path to growth
Identify a single piece of the business that will “activate” the
segmentation
Principle:
Don’t fear data integration
23. 23
Pharma
Principle #1: Focus on a single objective
Objective: Arm the direct salesforce with a tool to identify strong prospects
Potential Pitfall: A rich descriptive segmentation based on attitudes was
highly predictive of product interest & feature appeal, but attitudes not visible
to salesforce
Solution: A simple 3-question predictive segmentation model based on
“visible” attributes constructed, yielding big targeting efficiency gain
24. 24
Major Insurer
Principle #2: Simple, but powerful model
Objective: Narrow SME prospect pool to reduce marketing costs,
increase sales efficiency
Potential Pitfall: Deep attitudinal descriptors provided insight into
insurance appeal, but limited value in predicting uptake due to organizational
policy
Solution: “First cut” segmentation model based on purchase likelihood with
message appeal added for color resulted in tight prospecting list
25. 25
High-Profile Publisher
Principle #3: Application of extensive database
Objective: Identify younger target group to grow subscriber base
Potential Pitfall: Primary research study provided richness for
identifying lifestyle profile and high-value editorial, but no robust reach
mechanism
Solution: Scoring potential subscriber database allowed for highly-
targeted direct campaigns. Similar programs underway with additional titles
26. 26
Summary: Shifting Mindset for Effectiveness
Cross-company
segmentation model
where everyone’s a
stakeholder. High cost,
long life
More description
is always better
Assumptions about
response are good
enough
Segmentation must have
a single-minded objective
to focus action. Focus on
growth, nimble action
Combine data sources for
powerful description and
reach
Focus on the description
that matters – what
distinguishes good
prospects
27. 27
About ORC International
For 75 years, ORC International has
provided companies around the globe the
insight they need to solve their most
pressing challenges.Today, our focus
remains clear.We’re dedicated to driving
your success through innovative research
solutions in Customer Strategies,
Employee Research, Strategic
Research and Markets and Products-
all supported by our unique Integrate
Intelligence (i2) framework.
28. 28
Thank you!
Questions?
Scott R. Laing
Sr.Vice President
ORC International
Scott.Laing@orcinternational.com
To learn more contact us at : answers@orcinternational.com
Visit our website at www.orcinternational.com
Follow us onTwitter: @ORCIntl