4Segments™ helps you quickly and effectively understand and segment your market using an innovative, simple, and intuitive graphical interface.

1. Why 4Segments™ Demonstration

2. 4Segments™
4Segments™ helps you quickly and effectively understand
and segment your market using an innovative,
simple, and intuitive graphical interface.
Easily move segmented contact lists to
Marketing Automation systems for
nurturing campaigns or to CRM systems
for Sales Rep follow-up.

3. 2010 2011 20122009
4Bridge
Integration
Engine
Implementation
Services
SFDC Integrations
Marketing Automation
4Thought Marketing History Timeline
4Thought
Marketing
Incorporated
Dynamic Gated Forms
Dynamic Resource
Center
Partner
Relationship
Manager
(4Bridge Connectors)
2013 2014 2015
4CDO ToolKit4Clean Cloud
Connectors

4. There are two problems with
Marketing Tools Today…

5. 1. Marketing Automation Segmentation isn’t
Visual
2. BI Tools (Report Writers) aren’t built for
Segmentation or for acting on results!
Two Problems with Marketing Tools Today…

6. It means the average marketer
struggles with segmentation.
What does this mean?

7. The Importance of Visual
FACT: Approximately 65 percent of the population are visual learners.
–Mind Tools, 1998
FACT: The brain processes visual information 60,000 faster than text.
-3M Corporation, 2001
FACT: 90 percent of information that comes to the brain is visual.
-Hyerle, 2000
FACT: 40 percent of all brain nerve fibers are linked to the retina
-Jensen, 1996
FACT: Classroom Visual Aids improve learning by 400 percent.
-3M Corporation, 2001

8. The Importance of Visual

9. The Importance of Visual

10. The Importance of Visual
65% Visual Learners
5% Kinesthetic
30% Auditory

11. This? Or This?

12. The Importance of Visual
This? Or This?
The 5 most western
States plus key
states around
Chicago and Florida
for a total of 15
states result in
272484 target
contacts.

13. Adding Criteria Increases Importance of Visual
This? Or This?
Query1: “The high tech space has about
521,000”
Query2: “All contacts in California totals 66k.
There is about an 8x difference in size
between the markets.
Query 3: there are 13,406 that overlap across
both California and High Tech.
Query 4: There are 505,000 customers, about
the same number as the number we have in
High Tech
Query 5: There are 2677 that overlap across
all three.

14. Eloqua - How It’s Done Today

15. Salesforce - How It’s Done Today

16. This is NOT Visual!

17. It means you can’t know your
market
It means you don’t segment…
when you should
What else does this mean?

18. Segmentation Underutilized
Source: TechAisle SMB Survey of 1200 Respondents

19. Through 2017, the number of
citizen data scientists will
grow five times faster than
the number of highly skilled
data scientists.
Gartner
Current Market Response?

21. Target of Analytics and BI Systems
Analytics
and BI
Reporting

22. Goals of Current Systems
Eloqua & SFDC
Filters
Analytics
and BI
Reporting
No Middle Ground for Marketers

23. Two Problems, One Solution

24. 1. Marketing Automation Segmentation isn’t
Visual
2. Report Writers aren’t built for Segmentation
or for acting on results!
There are two problems with
Marketing Tools Today…

25. Turn Contacts into Action

26. Down the Rabbit Hole…
The Technology behind Easy
Visual Segmentation™

27. You’ll remember from our previous demo
…4Segments is Fast and Easy.

28. “Simplicity is the ultimate sophistication.”
Apple’s first marketing brochure 1977
“Simple can be harder than complex: You have to work hard to get your
thinking clean to make it simple”
Steve Jobs, Business Week 1998
Architecture

29. 4Segments ArchitectureSelectionLayerEngineLayerDataandServerLayers
Criteria
Creator4Segments Database
Segmentation Server

30. 4Segments Architecture
4Scheduler
Engine
SelectionLayerEngineLayerDataandServerLayers
4Bridge
Integration
Engine
Criteria
Creator
List
Loader
4Segments Database
IntegrationLayer
Segmentation Server

31. 4Segments Architecture
Dynamic
Normalizer
Next Best
Action
Generator
4Scheduler
Engine
SelectionLayerEngineLayerDataandServerLayers
4Bridge
Integration
Engine
Criteria
Creator
List
Loader
4Segments Database
Dashboard
Generator
IntegrationLayer
Segmentation Server

32. 4Segments Architecture
Dynamic
Normalizer
Next Best
Action
Generator
4Scheduler
Engine
SelectionLayerEngineLayerDataandServerLayers
Map SelectorVenn Segmenter Funnel Segmenter Waterfall
4Bridge
Integration
Engine
Criteria
Creator
List
Loader
4Segments Database
Dashboard
Generator
IntegrationLayer
Segmentation Server
HTTPS/Secure Sockets
Criteria CrossTab

33. 4Segments: Fast. Visual. Easy.
KNOW your Market

34. Know your market space
Explore. Play. Turn Contacts into Action
Leverage the Power of Segmenting!
Fast. Visual. Easy.

35. Security

36. Financial Services (Largest vertical served)
1. Visa Corporation
2. First Tech Federal
3. Fireman’s Fund
4. Others
InfoSec(Second largest vertical served)
Imperva
White Hat
Accuvant
Guidance
4Thought Marketing Largest
Industries Served:
Security
*We’ve been vetted by some of the best.

37. 1. Anonymized Data
2. Standard Security
3. Enterprise Gold Security
Three Security Options:
4Segments Security

38. 4Segments doesn’t require personally identifiable
data to work. How?
• Don’t integrate Email, First, Last
• Eloqua/SFDC ID serves as “link”
• Segments can still be created and used in Eloqua
• Downsides:
• Can’t see Email & Name in Lists
Security
Option 1: Anonymized Data

39. 1. HTTPS & Certificate (same as Eloqua, banks)
2. Secure Login & Password Requirements
3. Information Stored on Amazon Web Services
a. Largest in the World
b. One of the most secure environments in the world
c. CIA AWS Cloud went live in August 2014
4. Standards at Trust.4Thought Marketing.com
Security
Option 2: Standard Security

40. 1. Private Server
2. Private Database
3. VPN Support Available
4. IP White Listing
$26,000/year
Security
Option 3: Enterprise Gold Security Option

41. 1. Anonymized Data
2. Standard Security
3. Enterprise Gold Security
Three Security Options:
Security

42. Next Best Action Engine

43. Next Best Action Field(s) are
created in other systems…
Next
Best
Action
Contacts
Next Best Offer
Next Best Category
Content Preference
Etc.

44. Next
Best
Action
Contacts
Next Best Offer
Next Best Category
Content Preference
Etc.
Used by Adobe to
Trigger Website Ads
Next Best Action Field(s) are
created in other systems…

45. Conceptual “Next Best Action” Field(s)
Next Best
Action
Contacts
Next Best Offer
Next Best Category
Content Preference
Etc.
Adobe Uses to
Trigger Website Ads

46. Conceptual “Next Best Action” Field(s)
Next Best
Action
Contacts
Next Best Offer
Next Best Category
Content Preference
Etc.
Adobe Uses to
Trigger Website Ads
4Segments Next Best
Action Engine
What is the first,
highest priority
segment that a
contact falls into?
Sets Field(s)

47. Visual Analytics vs Visual Segmentation™
for Marketers

48. Visual Analytics vs Visual Segmentation™
for Marketers
Visual Segmentation™ starts with Visual Analytics, but it
goes beyond to make the contacts usable in the tools a
marketer uses daily.

49. • Business Analytics gives you insights
• Visual Segmentation™ lets you
use those insights, immediately.
Difference Between BI/Reporting
and 4Segments?

50. No Middle Ground for Marketers

51. We’ve all heard the statement that “Data is the new Oil” but I particularly like David McCandless’s
alteration of this in his TED presentation “Data is the new Soil.” Reporting and Charting Software
has focused on helping marketers understand data for years. Now 4Segments can help you use
that data in your Eloqua, Salesforce, and other systems.
http://www.youtube.com/watch?v=pLqjQ55tz-U
8:15 “There’s something magical about good data.”
8:30 I feel like everyday all of us now of being blasted by information design. It's been poured into
our eyes through the web. We’re all visualizers now, we all are demanding a visual aspect to our
information.
And there’s something quite magical about visual information… it’s effortless, it literally pours in.
After navigating a dense information jungle, coming across a beautiful graphic or data visualization
is a relief… It’s like coming across a clearing in the jungle.
10:00 <Paraphrased>. You have two languages… the language of the eye, and the language of
the brain and if you can combine the language of the eye, with the learned language of the brain,
the language of the brain, and <MTL writing from here on> most importantly if you can not just
learn from this information, but you can feed it back into the software tools you use, now you’ve
got power. Now you’re combining understanding, and communication, with action.
12:19 Hans Rosling said “Let the dataset, change your mindset.”
Good Quotes to Use During 4Segments Discussions

52. Marketing is now a fundamental driver of IT purchasing, and that trend shows no signs of stopping –or
even slowing down –any time soon. In fact, Gartner analyst Laura McLellan recently predicted that by
2017, CMOs will spend more on IT than their counterpart CIOs.
At first, that prediction may sound a bit over the top. (In just five years from now, CMOs are going to
be spending more on IT than CIOs do?) But, consider this:
1) As we all know, marketing is becoming increasingly technology-based,
2) Harnessing and mastering Big Data is now key to achieving competitive advantage,
3) Many marketing budgets already are larger –and faster growing –than IT budgets.
McLellan’s recent webinar provided the data to back up that last point. According to Gartner’s
research:
• 2011 B2B and B2C marketing budgets as a percentage of revenue were almost three times as
high (10 percent) as IT budgets (3.6 percent).
• 2012 IT budgets are expected to grow 4.7 percent, while all marketing budgets, in general, are
predicted to grow 9 percent, and high tech marketing budgets, more specifically, are expected to
increase 11 percent.
• On average, nearly one-third (30 percent) of named marketing-related technology and services
is bought by marketing already. What’s more, marketing now influences almost half of all
purchases.
Trend #1: Marketing will spend more…

53. Trend #3 The Gap in the
Contact Analysis
Marketplace Today

54. B2B Contact Availability is Exploding
In today’s data centric world, we can assume that
Big Data will only get bigger! While “Big” is much
smaller for the average B2B marketer, they still feel
the pressure of growing contact quantities.
B2B Marketer Problems

55. B2B Contact Availability is Exploding
Fueled by:
• Ease of Sharing Data Between Orgs
• Social Media
• Data.com and it’s many competitors
Inhibited by:
• European Privacy Regs (not much)
B2B Marketer Problems

56. B2B Contact Quantity (rows) I growing,
but number of Elements (Columns) is also increasing…
Fueled by:
• Data Appends are cheaper and easier
• Social Media
• Progressive Profiling
• Data is easier to collect more than ever before
B2B Marketer Problems

57. B2B Target QUALITY is Decreasing
Fueled by:
• Rapidly changing contact data
• Marketer’s desire to keep everything
• Inability to visualize data quality
• Inability to easily do basic market
segmentation, aka.., slice and dice data.
B2B Marketer Problems

58. How is This
Problem Solved
Today?

59. Today the Contact Segmentation marketplace is
monopolized by 2 categories of software:
•Application Software
•Statistical Analysis Software
Contact Segmentation Marketplace Today

60. What happens when you use
text based segmentation?
• Target too much. Target too little. Target wrong.
• Wrong message, wrong time.
• Dirty Data is harder to find
• Opt Out, Sender Score, Deliverability Issues
Targeting & Personalization

61. What happens when you use Visual Segmentation™?
• Better Campaigns. Better Events.
• A Marketing Strategy based on true insights
• Improved product and feature feedback
• Right content, Right message, Right audience
More Leads!
Targeting & Personalization

62. • The Value of Playing with Data?
• The Value of real-time Modeling?
Are you using an unsupported marketing model today?
• 4Segments empowers the Team to do it personally
• You can give the Team insights otherwise
not possible with textual segmentation
• Better Strategy. Better Content. Better Messaging
How do you calculate the Value?

63. How It’s Done Today -Hubspot

64. How It’s Done Today -Marketo

65. How It’s Done Today -Marketo

66. How It’s
Done Today
SAS’s White Paper
doesn’t even mention
Venn Diagrams

67. Stanford Business School -Marketing
Source: http://public-prod-acquia.gsb.stanford.edu/sites/default/files/20140130%20WQ%20Textbook%20List%20for%20Student%20Site.pdf

68. Use Visual Segmentation™ to see your
targeting decisions as you make them

69. 4Thought Marketing
For More Information About 4Segments or
other 4Thought Marketing Products or Services,
Check us out at
www.4Segments.com
or
www.4ThoughtMarketing.com