Analytics in Action - How Marketelligent Helped a B2B Retailer Increase Its Lead Velocity

Leveraging Web Analytics to Increase Lead Velocity
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  Business Situation: Our Client -a leading Fortune 100 firm & one of the largest PC manufacturers in the world -wanted to extend its Lead Velocity by leveraging Customers online behavior. The Task: Develop a framework and related predictive strategy to identify individual Customers buying propensity by leveraging their online activity along with their firmographics and historical purchase behavior. Framework: Mapped web log files to extract unique Businesses visiting specific product-related landing pages on website. This information was then synthesized with Business firmographics and historical purchase behavior. Predictive models were built to target a specific Customer with a specific Offer at the right time. It was proven that a specific pattern exists between online visits and subsequent purchase behavior. Analytics in Action Leveraging Web Analytics to Increase Lead Velocity The Result: ã Reconnectedwithhigh-valuecustomersmostlikelytorespondbyrefiningtargetingcontinuouslythroughoutthecustomerlifecycle. ã IdentifiedhighpriorityleadswithCompany/Accountname&andproductsinterestedin. ã Maximizedtargetingefficiencyofcampaignsforbettersalesenablement;gainedincrementalrevenues/marginsfromcampaigns. ã Extendedreachtotargetaccountsatrighttimewhentheyaremostlikelytobuy. Client: A Top-3 PC Manufacturer Content CategorizationCausality Analysis & Target Generation Customer Targeting Leveraged text mapping algorithm to identify accounts associated with domain names and IP addressApplied content tagging techniques to categorize the intent of visitor based on content consumptionPredictive model built to predict propensity of Customer to purchase products in the near future Prioritized targets based on likelihood index or visit index Customer Mapping   YOUR PARTNER FORDATA ANALYTICS SERVICES MANAGEMENT TEAMGLOBAL EXPERIENCE. PROVEN RESULTS. Roy K.CherianCEO Royhasover20yearsofrichexperienceinmarketing,advertisingandmediainorganizationslikeNestleIndia,UnitedBreweries,FCBandFeedbackVentures.HeholdsanMBAfromIIMAhmedabad. AnunayGupta, PhDCOO & Headof Analytics Anunayhasover15yearsofexperience,withasignificantportionfocusedonAnalyticsinConsumerFinance.InhislastassignmentatCitigroup,hewasresponsibleforallDecisionManagementfunctionsfortheUSCardsportfolioofCitigroup,coveringapprox$150Binassets.AnunayholdsanMBAinFinancefromNYUSternSchoolofBusiness. Greg FerdinandEVP, Business Development Greghasover20yearsofexperienceinglobalmarketing,strategicplanning,businessdevelopmentandanalyticsatDell,CapitalOneandAT&T.Hehassuccessfullydevelopedandembeddedanalytic-drivenprogramsintoavarietyofgo-to-market,customerandoperationalfunctions.GregholdsanMBAfromNYUSternSchoolofBusiness Kakul PaulBusiness Head, CPG & Retail Kakulhasover8yearsofexperiencewithintheCPGindustry.ShewaspreviouslypartoftheAnalyticspracticeasWNS,leadinganalyticinitiativesfortopFortune50clientsglobally.ShehasextensiveexperienceinwhatdrivesConsumerpurchasebehavior,marketmixmodeling,pricing&promotionanalytics,etc.KakulhasanMBAfromIIMAhmedabad. ADVANCED ANALYTICAL SOLUTIONS   MARKETELLIGENT, INC. 80 Broad Street, 5th Floor, New York, NY 100041.212.837.7827 (o) 1.208.439.5551 (fax) CONTACT IndustryBusiness FocusTools and Techniques Consumer Finance Investment OptimizationSAS, SPSS, R, VBACredit CardsRevenue MaximizationCluster analysisLoans and MortgagesCost and Process EfficienciesFactor analysisRetail Banking & InsuranceForecastingConjoint analysisWealth ManagementPredictive ModelingPerceptual maps Consumer Goods and Retail Risk ManagementNeuralNetworksCPG & RetailPricing OptimizationChaid/ CARTConsumer DurablesCustomerSegmentationGenetic Algorithms Manufacturing andSupply Chain Supply Chain ManagementSupport Vector Machines High Tech OEM’s SentimentAnalysis AutomotiveLogistics & Distribution

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