Overview of Trivia Marketing solution services and in particular level of data management and data analytics benefits for the client

1. Trivia Marketing International 20151 Retain Acquire Develop
Client Buying Power Solution
BusinessAccelerator 2.0
Didier Andrieu, August 2015Nothing is permanent except change!

2. Trivia Marketing International 20152
An invitation to our Client Buying Power solution preview
From one side of the world to another
A New Vision for making faster business growth
All languages
All industries
All company sizes
A New and Innovative methodology designed to:
Support strategical marketing plans
Boost sales efficiency and performance
Improve Business Intelligence
Trivia Marketing International © 2015

3. Trivia Marketing International 20153
Agenda:
4. Conception
5. Worldwide geographical expertise
6. Case study 1: Client forecast against market reality per line
of business
7. Case study 2: predictive modeling to find your best
potential clients
8. Case study 3: Trivia PBs comparison vs. Client existing
revenue
9. Case study 4: Market coverage and Account Linkage
improvements
10. Case study 5: Data content benefits
11. Case study 6: Lead positioning system
12. Case study 7: ICT country market research
14. Filmstrip: Buying Power Solution
15. 16 . Customer Database Discovery
17. Database Marketing – Micro Market
18. Predictive modeling
19. 20. Analytics & Business Intelligence
21. Lead Positioning System - Hypertargeting
22. Returns & Results: What do you get?

4. Trivia Marketing International 20154
Conception
Data is everywhere, it’s big data’s era, it’s a fact and a foundational asset of your business!
You have your own data engineered through marketing campaigns, road shows, events-seminars, telemarketing,
emailing… Then add to that social media and external data purchases and trying to speak to the right customers starts
looking like trying to find a needle in a haystack.
So what are the major issues we all face?
Volume, Velocity, Variety, Complexity! Absolutely …
… and then add quality, coverage, governance and we’re back into an inextricable situation!
Now let’s put aside these challenges and act like it did not exist! How do you define your product strategy ? How do you
query your target market?
Geographical area? business size? Industry?
Well I have to say that all businesses face then same challenges, use the same targeting methodology so there is no
opportunity your strategy will have much better results than competition except if your sales teams are better !
Market reality

5. Trivia Marketing International 20155
Trivia ICT spending Worldwide Geographical expertise
We know how much each company spends on ICT (Hardware, Software, Services,
Telecom) across more than 30 countries representing more than 115 Million companies!

6. Trivia Marketing International 20156
This US analysis excludes all BP
Telecom for a better comparison of the
Total CLIENT Addressable Budget
Trivia excludes all records where EPS=0
and SIC=NULL :
CLIENT Fcst HW, SOFT are adjusted 3 to
8 times lower than the Market total
CLIENT Fcst SVC Spend makes up the
largest part of the Total CLIENT Fcst
Budget
Trivia BP is very close to forecasts by
Gartner/IDC.
Trivia BP Lobs are pretty close with the
exception of HW which seems
overestimated while SOFT and TEL will
be underestimated.
245 893
142 925
390 287
779 107
362 239
158 818
253 599
774 656
244 084
175 800
269 469
689 353
129 473
20 915
79 411
229 799
BP TOTAL
BP SOFT
BP HW
BP SVC
(A) TRIVIA BP
(C) IDC Fcst
(B) Gartner Fcst
Client Fcst
Client study : Client market comparison between Trivia BPs, Gartner and IDC
How is Client forecast against market reality per line of business
 This exercise served to define the next marketing campaign content and redirecting sales efforts on
traditional business lines while keeping a focus on business lines development on track.

7. Trivia Marketing International 20157
All current Country (or other)
accounts with purchase
history
Eligible population
Who will buy “X” Notebook in
the next quarter?
8.57% of target frequency
observed in this quarter.
Target population
KI = 0.82 (very good quality)
KR = 0.98 (very robust)
40.92%
64.57%
75.8%
87.73%
97.88%
"By targeting 10% of the
clients we detect 65% of the
entire population of interest,
or 6.5 times better than
without a predictive model"
Performance and Quality
"Excellent overall classification rate of 92.54%"
 The question was “Can you predict which accounts are likely to buy new notebooks in coming quarter ?
We could locate 65% of the population of interest by targeting only 10% of the clients.
We went even further and for example we could specify to our client that "Recent Notebooks buyers, with
high revenue and high overall purchase profile will also buy notebooks in the next quarter“
 So it’s not only, yes here is the list, It’s about going the deepest possible into analytics to get the intelligence
to produce targeted campaigns with high sales relevance.
Client study : Predict which accts are likely to buy Notebooks in next quarter?
Use predictive modeling to find your best potential clients

8. Trivia Marketing International 20158
4% default BPs explanations:
Only 2% (11,048) of the accounts truly have historical revenue higher than BP
where revenue is higher than Domestic level BP, it has been observed than revenue is indeed higher
than Global level BP on only 6,753 accounts (1%)
On 1% (6,887) of the accounts where client revenue is greater than Domestic BP while
itself is lower than Global BP.
On 1% (6,431) of the accounts where revenue shows higher than Global BP although
Domestic BP is higher than revenue
6 431
(1%)
All BP > Rev
Rev > DOM BP < GLB BP
Rev < DOM BP > GLB BP
539 173
(96%)
6 887
(1%)
11 048
(2%)
Rev > All BP
563 539
1 781
2 867
1 736
2 559
11 048
2 105
Rev 100-
250% Higher
Rev 0-50%
Higher
Rev 50-
100% Higher
Rev 250-
500% Higher
TotalRev >500%
Higher
Check on Trivia BPs Accuracy / Quality
Trivia PBs comparison vs. Client existing revenue
 It is natural for a client to get confidence to check Trivia’s BPs accuracy and one the way of doing this is
simply to compare each Trivia BP value against Client existing revenue. Would the Client revenue be higher
in large proportion would mean our accuracy is in default. The case below shows our BP pass the
requirement being at 96% above client revenue.
6,753 accts

9. Trivia Marketing International 20159
Updated New added
sites
-16,399
Unmatched OOB/Unknown Total Existing
Records
Total Records
8,456
1,535,561
13,137
+4,115%
CAN
1,522,424
100%
-1,655
CC<=6
36,431 -11,487
-2,209
Duplicates
 Unmatched = Unidentified when matched against external data sources
 Duplicates = Same customer, different customer ID
 OOB/Unknown = Records are matched however are missing from Append file (X of them are duplicated in Match file)
 Updated = Records updated/recovered from CC ≤6 or having client revenue
Number of sites/records
1,338,217
Total number
of Accts
New Multi Accts
34,881
New Single Accts
1,303,336
12,674
Existing Accts
1,350,891
+10,559%
12,674
Linked sites
-184,207
Number of accounts
Trivia Marketing Data Management Trivia Marketing Data Management
Client study: Market coverage and Account Linkage
From 36k existing accounts up to full market coverage of 1,5M accounts including linkage
New
Existing

10. Trivia Marketing International 201510
From
90M
Records
processed
152%
Potential new accounts
added to client customer
universe
Volume of field
data (from 4.1M)
Marketable, Active,
3rd party data
From
545M Account data
Completeness from
43% (Address,
Industry code,
Employee size,..)
92%
Surveys on Buying
Power collection;
14 Lines of
Business
22K
Overall new Buying
Power values based
coverage on client
existing accounts
92%
From Oct. 1st until Feb. 15th 2013
Short summary of the benefits of
implementing the Trivia Marketing Buying
Power Solution with a client across THE US,
CANADA, BRAZIL and MEXICO.
+1.2M
Account contacts
added
US: 98%
CANADA: 96%
BRAZIL: 86%
MEXICO: 88%
Buying Power
coverage built by
Trivia BP solution
540K
Parent
accounts
mapped
Client study: North and Latin America project

11. Trivia Marketing International 201511
Client study: Lead Positioning system
Out of 2500 surveys, 573 leads detected
There are potentially 573
accounts who may buy
either Client products in
the near future, 57% of
these are of new
prospects
Buyers
573
144
(25%)
205
(36%)
224
(39%)
Product3
Product2
Product1
121
7
59
37
113
7
50
35
82
1
43
18
New Prospects
Leads
Prospects LeadsSmall Business
Leads
Medium
Business leads
• Quantitative results
• 24% (2502) qualified surveys vs. 10,593 called
• 23% (573)surveyed companies report a purchase plan
• 38% (945) surveyed contacts agreed to opt-in client news
• Qualitative results:
• 44% (1104) contact
names corrected
• 13% (315) phone
numbers corrected
• 46% (1144) emails
corrected
• …

12. Trivia Marketing International 201512
POLAND
Estimated and
consolidated expenditures
on the total IT budget by
2013 TRIVIA
17.5 – 21.2 Bn$
TRIVIA 2013 measured 20,04 Bn$
IDC 2013 19,4 Bn$
GARTNER 2013 (*) 12 Bn$
ROMANIA
Estimated and
consolidated expenditures
on the total IT budget by
TRIVIA 2013
5.6 – 6.8 Bn$
IDC 2013 6,2 Bn$
GARTNER 2013 Not available
Source: IDC, GARTNER, Trivia Marketing 2013
(*) Gartner doesn't take into account expenses voice / data and fixed wireless estimated at $ 8.9 Bn by IDC
Client study: ICT Spending Country market research
Romania and Poland

13. Trivia Marketing International 201513
Client Buying Power Solution
In more details …

14. Trivia Marketing International 201514
Filmstrip – Client Buying Power solution
Together from start to end
Analytics, BI
9-box segmentation
Purchase propensity
Predictive budget
Business Key indicators
Database
Marketing
Marketability score
Promotability score
ROI Tracking
Rentability analysis
LPS management
Dashboard
Customer
Database
Discovery
Data quality evaluation
Market coverage evaluation
Diagnostic – Action plan –
Present to Management
Micro
markets
Full market database
Client addressable market
database
Lead
Positioning
System
Know expectations
Find explanations
Measure, Understand
Detect “TRUE” leads
To Follow…
Periodic database
cleaning
Ongoing surveys update
Lead generation life
cycle
Data governance
Improvements
Initial Contact
Understand your business,
products, services,
organisation.

15. Trivia Marketing International 201515
Customer Database Discovery
Data is the fuel of your marketing and sales engines
• Is this a so big problem ?
• + 25% of critical data in the World’s top companies is flawed!
• 40% of company project’s failure is due to non qualitative data!
• Bad data quality could cost between 10-15% of company's turnover!
• How are we all impacted?
• In 60 mn in one country database of Duns and Bradstreet:
• 64 phone numbers change
• 3 companies change of names
• 47 companies moved
• 131 executive directors are replaced
• 110 new companies are born
• 11 companies close down
• How much can it costs? (*)
• Well take a MB business as we all know with 7500 prospects and clients having 20% of non-
qualitative data who runs 4 telemarketing and 10 emailing campaigns per year
• It will cost this business annually 80,078€ due to:
• 5 days of lost time by sales admin to correct none-qualitative data
• 24 missed opportunities through leadgen and emailing
• A cost per “none qualitative” record of at least 15€
• Use our ROMI apps on our web site to make your own simulation, need max 10mns!
(*)Average sales contract value of 3,5k€

16. Trivia Marketing International 201516
We can help you correct and create the best content database to better serve your folks.
The objective is to maximize business mandatory fields content for each customer and prospect
record in your database, as shown in the below sample:
Independent of the country there is no single data source provider to fill in all the mandatory
fields with highest quality which implies finding the right third party data providers and defining a
concise data append flow process to set the rules for each data category.
For these reasons we have settled a global data providers partnership based on their quality
content and develop our own quality application to guarantee your content database to be of the
best quality possible.
Firmographics Demographics Financials Business
Client ID
Identifiants
HQ groups,
Domestic,
Sunsidiaries,
Sites
Cy name
Address
Phone
Web
EPS
SIC
First Name
Last Name
Function
Phone
email
Privacy flag
Identifiers
Global,
France,
International
Turnover
ICT spending
Harware
Software
Services
Telecom
Customer Database Discovery
Create your maximized business content record

17. Trivia Marketing International 201517
Database Marketing – Micro Market
We can help you create your optimized addressable market database
DB Audit discovery
Identify issues on both:
• Content
• Coverage
Correction
NEW
Marketability
Promotability
Scores
Current
Marketability
Promotability
Scores
Your Data
• Third party data
• TriviaDB
Your NEW
addressable
market Data

18. Trivia Marketing International 201518
Predictive modeling to prepare Analytics and Business Intelligence
Create NEW business KEY through predictive modeling to allow higher Marketing precision
75%
25%
Collect informative
variables linked to
New business Key
Model creation
Model validation with
independent data
Improved model by
creating sub-
segments
Apply the model on the
entire target data
For model creation
For model validation
100%
~100% of your data
receive the New
business Key
N
Y
Your New
Database
Create representative
sampling of your
business prospects
Call the 75%
Your New
Database
with Key
metrics (ICT
spending)
appended

19. Trivia Marketing International 201519
Analytics & Business Intelligence
NEW segmentation capability to prioritize Existing & New accounts
Response
Analysis
Retain these best
customers / Lead
gen these prospects
Retain and up-sell
these segments as
they had explosive
growth in Client spend
over the last 3 years
and could become best
customers
Cherry pick the
Affiliates to develop
based on sites that are
not customers and
products that are under
penetrated
Develop these low
revenue customers
with the best spend
potential
HighMedium
Lowor
Unknown
TotalEst.BuyingPower
Average Annual Client Indicator
2
7%
5
12%
4
6%
9
32%
8
14%
7
1%
Low Medium High
3
1%
6
7%
1
20%
Retain Acquire Develop methodology
In the 9-box matrix below, extracted from a real Client project, our client’s accounts can be sorted as:
Retain ? Acquire ? Develop?
In collaboration with our client we produced matrix where client ranking by Low-Medium-High (their key client
indicator) were crossed against our ICT spending (the new business Key indicator) which produces the below 9box.
As a result, we were able to identify categories of sales and marketing actions for each of the segment represented in
the 9-box matrix, implementing the RAD methodology.

20. Trivia Marketing International 201520
_color1 Pete Jonson
CEO
Paul Baker
CIO
Sandra Ryan
Public Relations
Ralf Klein
CMO
April Miller
Project Development
20%
80%
80% accounts
20% accounts
Web site
Reseller
Salesrep
Shop/Retail
Mixed Channels
The top 20% accounts
identified generate
80% revenue
Use the most
appropriate
channel
Connect with the
right contact at
the right time
Sell the right
product
Buying Power
DATABASE (*)
Analytics & Business Intelligence
Deliver end-to-end solution
(*)BP= Buying Power = ∑ Product Annual Spending

21. Trivia Marketing International 201521
INQUIRIES:
Econographics and Demographics
Communication flag
White Papers download
Seminar/Webinar/Conference
-> Prospects to nurture
MARKETING LEADS:
Econographics and Demographics
Communication flag
White Papers download
Competitive install
Purchase channel
Decision factors
-> Lead qualification
SALES LEADS:
Econographics and Demographics
Communication flag
Competitive install
Purchase channel
Decision factors
White Papers download
BANT(*)
-> Ready for sales
DATA
MEETINGS
LEADS
€/$
Lead Positioning System - Hypertargeting
More efficient lead generation program
(*)BANT: Budget Authority Need Timeframe

22. Trivia Marketing International 201522
Find the prospects most likely to buy your products / services within the next 12 months
Ensure total market coverage and Increase market penetration
Enhance knowledge of customers/ prospects with additional indicators to enable accurate analytic and
more precise segmentation
Bring NEW business Key content to your marketing strategy
Provide better relevance of marketing actions
Increase sales response rates and sales revenues
Ensure a better deliverability of messages (across channels)
Increase accuracy and depth of the total customer view - 360°
Rewards from the Trivia Marketing CBP Solution:
Get one step ahead of your competitors!

23. Trivia Marketing International 201523
www.trivia-marketing.com
“… people will forget what you said,
people will forget what you did,
but people will never forget
how you made them feel.”
Trivia Marketing International
+33 (0) 1 60 92 41 31
15 avenue de Norvège
Parc d’Activité de Courtabœuf
91140 Villebon-sur-Yvette
contact@trivia-marketing.com/TriviaMarketingInternational
@TriviaMarketing
- Maya Angelou
Thank you!