ICT market analysis, macro view of the ICT spending in these areas

1. Trivia Marketing International 20151 Retain Acquire Develop
Client Buying Power Solution:
“Belgium case study”
BusinessAccelerator 2.0
Didier Andrieu, October2015Nothing 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
Filmstrip – Client Buying Power solution
Together from start to end
Analytics, BI
9-box segmentation
Purchase propensity
Predictive buying power
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.

4. Trivia Marketing International 20154
At least 5 Key buying power indicators available:
1. Hardware buying power : IT product expenses.
Including: desktop, laptop, thin client, tablets, printer, server, storage, peripherals.
2. Software buying power : product and services expenses.
Including: System Mgmt, Security Software, Data Mgmt, Applications.
3. Services buying power : services expenses.
Including: Education, Infra cloud, Security/Support Services, Applications BPO, Support deployment.
4. Telco buying power : product and telecom services expenses.
Including: Enterprise networks, Service provider Equipment, Phones, Smartphones, Fixed/Wireless voice, Fixed
/Wireless data.
5. Total ICT buying power: Sum of expenditures in Hardware, Software, Services, Telecom.
Client Buying Power Solution
What do we deliver for each client record?
With these additional financial indicators, we help our clients bring more specific, targeted and cleaned data
insights, to deliver higher ROMI and faster revenue generation.
Adding ICT buying power per Line Of Business to your database, expanding it to get proper coverage locally and
internationally will deliver unparalleled actionable key metrics to win business, differentiate against competition,
develop solid Strategical plans!
Yes! We can tell you about prospects unknown to you and above all we can tell you their likely ICT spending.

5. Trivia Marketing International 20155
Our solution’s goal is to answer the most accurately the following questions :
1. What is the current status of my database?
2. What is the market size? What is my share of wallet?
3. Where are the best prospects? Who are they?
4. How much can they spend? When?
Client Buying Power Solution
How do we deliver ICT Buying Power for each client record?
Our Client Buying Power Solution (CBPS) is formed of 4 main processes:
1. Customer Database Discovery to evaluate your current quality scores and addressable
market.
- Measure data quality, marketability and promotability scores
2. Database Marketing to create your addressable client/prospect database
- Explore full market, create addressable client market, find Share-Of-Wallet
3. Data collection to create real samples of your prospect profile
4. Predictive modeling to create very robust predictive models to add spending values for
each record
5. Analytics to extract the best potential prospect based on BP values and other key metrics.
(*)BP= Buying Power = ∑ ICT Annual Spending

6. Trivia Marketing International 20156
Client BP
database
51 432
Sales Portfolio
Mktg Portfolio
Marketo
SFDC
Others
Data Sourcing Data
Processing
Data
Collection
Data
Consolidation
Enhancement
/
Mapping
Spending for
Buying Power
modeling
BP (*) Build
BP (*) Model
output
testing
BP (*)
Application
Client data
with BP (*)
• Defined
total Client
Universe
Outputs • Analysis
on uplift
and
change
• BP (*)
customer
data
• BP(*)
accuracy
validation
• Data
provided
to
Business
CLIENT
TARGET BP &
Enhanced
Data
Target
schedule
readiness
Main Processes:
Data
Discovery
Database
Marketing
PROCESSPURPOSE
Data
Collection
Predictive
Modelling
Analytics
(*)BP= Buying Power = ∑ ICT Annual Spending
Overall CBPS project flow sample
Build end-to-end solutions dedicated to your business specificities
5

7. Trivia Marketing International 20157
How do we predict ICT spending?
Predictive modeling to serve Marketing Department
25%
75%
Search predominant
variables
Predictive Model
creation
Actual data model
validation
Improved model by
creating sub-
segments
Applying 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
YourData
Sampling
representative of
your business

8. Trivia Marketing International 20158
Belgium Case study
As part of our development plan we conducted a European project in 2013-2014 covering 14 countries in Europe.
Belgium was one of them and the following slides have for objectives to provide you with some factual insights on our
capabilities and the returns you could gain.
Our main processes include a Data collection component, where depending on the country size, we conduct between
2,500 and 15,000 surveys with ICT executives to update existing and collect new information required to predict BP
values.
Our overall solution and each of its components are extremely sensitive to data quality and for that reason we have
developed internal tools and apps which guarantee a level of very high data quality from A to Z.
Our strongest differentiator against other marketing agencies that produce ICT market trends is that we not only are
capable to calculate these market trends but we do know as well the ICT total spending and its five sub-categories
(Hardware, Software, Services an Telecom) for every single enterprise in each country we cover.
Having the enterprise ICT spending provides a great advantage to improve Marketing strategy, guide Sales effort and
reduce overall marketing costs.
Introduction

9. Trivia Marketing International 20159
se
1 058
28 218
18 054
13 087
33 557
36 906
0
9 441
20 526
12 787
22 280
no
10 04712 437
ch
17 552
8 359
be
15 273
25 648
55 672
1 734
lu
16 989
20 831
nl
34 780
30 857
dk
9 244
6 306
69 182
11 120
89 866
109 019
31 135
105 496
fruk
131 383
it
5 357
4 816
at
24 147
iede
120 589
108 622
39 186
101 814
es
94 240
8 737 16 296
Trivia BP
Gartner
IDC
The bars above illustrate the Total ICT spending (M EUR) estimated by IDC and Gartner as well as the
modeled predicted Total ICT spending from Trivia.
As you can see Trivia’s prediction are within 16% of Gartner and 10% of IDC!
IDC & GARTNER & TRIVIA ICT Spending comparison
Western Europe ICT total spending per country
(*)BP= Buying Power = ∑ ICT Annual Spending

10. Trivia Marketing International 201510
As for any other country we covered, IDC has a strong estimation of Telecom and Gartner has the
same for Services. Reasons being that IDC includes Internal services into Services and that Gartner
includes Voice data into telecom expenditures. In the case of Trivia we do NOT include Internal
services and data voice costs in our ICT modelling process for the simple reason that it’s extremely
difficult to collect accurately these informations.
429
923
372551
255
916
12,437
HardwareEnterpriseTotal
15,052
1,456
Client Software Services Telecom
9,441
2,342
1,825
1,501
3,622
7,286
1,885
1,171
2,303
7,203
2,403
4,465
IDC
Gartner
Trivia
IDC & GARTNER ICT spending (M EUR) comparison by LOB
Belgium
(*)BP= Buying Power = ∑ ICT Annual Spending

11. Trivia Marketing International 201511
34
14
55
23
Share-of-
Wallet % of
Client
Addressable
(mean)
Share-of-
Wallet % of
Client
Addressable
(median)
Share-of-
Wallet % of
Total ICT
(median)
Share-of-
Wallet % of
Total ICT
(mean)
Client’s Share-of-Wallet % ICT Total = average(Client Revenues/BP-Estimated-Total)
Client’s Share-of-Wallet % Client Addressable = average(Client Revenues/Client
Addressable Total)
A more detailed approach to understanding
the Client Share-of-Wallet examines the
distribution of the Revenue to Buy Power ratios.
Client has 23% Mean Share of Total ICT market,
34% (median) – 55% (mean) of its addressable market.
102
55
(M Euros)
Trivia-Client "Client Addressable"
Client Revenues (3-Yr Mean)
On subset of comparable
records, gross sum of the
Client Revenues (3-year
mean)
and Trivia/Client estimated
“Client Addressable”
i.e. counting only the
applicable products and
services actually sold by
the client
in Million Euros suggests a
55% share of client
addressable market.
Client share-of-wallet estimation through CBPS
Belgium

12. Trivia Marketing International 201512
An effective segmentation to prioritize Existing and New Clients
CBPS supports your Marketing
In the 9-box matrix below, extracted from a real Client project, our client’s accounts can be sorted as: Invest/Grow ?
Hold ? Harvest/Sell ?
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 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.

13. Trivia Marketing International 201513
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

14. Trivia Marketing International 201514
- Ensure total market coverage and Increase market penetration
- Bring NEW business Key content to your marketing strategy
- Enhance knowledge of customers/ prospects with additional
indicators to enable accurate analytic and more precise
segmentation
- Improved understanding of market opportunity at chosen
segment level
- Delivery of intelligence to Client & channel partners to improve
sales & marketing effectiveness
- Improved prospect responsiveness
- Find the prospects most likely to buy your products / services
within the next 12 months
- 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°
- Opportunity to increase sales & ROI
Get steps ahead of your competitors!
What would company ICT spending bring to your business ?

15. Trivia Marketing International 201515
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!

16. Trivia Marketing International 201516
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!