data into dollars - mdm · • data-based marketing – targeted messaging, offers – to...
TRANSCRIPT
Data into Dollars: Smart Analytics for Profitable Growth
November 15, 2012
Download handouts (PDF) : www.mdm.com/slides or [email protected]
event sponsor produced by
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www.stibosystems.com
Thomas P. Gale Publisher Modern Distribution Management
Jonathan Bein, Ph.D Senior Partner Real Results Marketing
event sponsor
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Agenda
• Segmentation Fundamentals
• Sweet Spot Analysis
• Wallet Share
• Market Share
• Customer Lifecycle Management
• Power of Internal/External Analytics
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Legacy of 2009
• Lack of sales momentum
• Fight for share
• Purchasing behavior changed
• Data-free conversation loop
• Bring data to the dialog
• Resource allocation & alignment
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The vision • Data-based marketing
– Targeted messaging, offers – To high-profit, high-potential segments – Automated inbound programs – Strategic, integrated programs
• Data-based sales – CRM/SFA with deeper customer/prospect insight – Cross-sell, up-sell rules built into system
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Profile/Segment Customers
Ongoing Data Mgmt. Process
Profile/Segment Markets
Identify Opportunities: Analytics
Prioritize Sales & Marketing Activity
Execute Data-based Strategy
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SWEET SPOT ANALYSIS
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Best customer?
• Objective: Find “sweet” spots in your customer base that are high growth, high volume, high profit
• Method: Best Customer Profile is based on firmographic data such as SIC, geography, customer size, number of employees, profit
• Benefit: Focuses marketing and sales efforts on best opportunities
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Importance of Sweet Spots
• Executive intuition is imprecise due to – Change in business climate – downturn or upturn
– Exposure to customer base is often largest clients only
– Information about best segments is general, but no actionable
• Benefits of knowing sweet spots – Builds on proven success for customer acquisition and
wallet share growth
– Facilitates targeted messaging and campaigns
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Small states (AZ, CO, IN, MD) are high growth, moderate volume
Sweet spot by state
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Sweet spot by product
METAL is high volume, negative growth LUMBER PRODUCTS is the up and coming FASTENERS is the best sweet spot in growth and volume
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Sweet spot by customer segment
Millions
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WALLET SHARE AND MARKET SHARE
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Wallet and Market Share Estimation Methods
•Research methods are expensive and lack identifiable, actionable information. •Field sales estimates are very subjective •Analytic techniques provide a cost-effective, fast, reasonably accurate approach to wallet and market share estimation.
Technique Accuracy Cost Coverage ActionableSyndicated primary research 6 3 6 3Commissioned primary research 7 1 7 3Internal primary research 7 2 5 6Secondary research 4 3 2 2Field sales estimates 4 5 8 10Analytic techniques 6 9 10 10
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• Consumption profiling – Internal: Product, transaction
– External
• External data sourcing – U.S. Census of Manufacturers
– Other government databases
– Association and research firms
– D&B, Hoovers, other third-party data providers
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Analytic Techniques
Importance of Wallet Share
• Increasing wallet share is almost always less expensive than customer acquisition
• Understanding wallet share by account – Improves ability to cross sell
– Improves ability to up sell
• Improves account control
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Actual Spend This is simple reporting that almost all distributors can do. University of Oregon and Peacehealth are the best accounts while Peterson Pacific and Murphy are the worst accounts. $-
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
ACTUAL BY ACCOUNT
$-$50,000
$100,000 $150,000 $200,000 $250,000 $300,000 $350,000 $400,000
PEA
CEH
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UN
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SITY
OF …
SI L
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O
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ROSB
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LLC
WH
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D …
INTE
RNA
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NA
L …
PETE
RSO
N P
ACI
FIC
…
PEA
CEH
EALT
H
MU
RPH
Y CO
MPA
NY
ACTUAL BY PRODUCT AND ACCOUNT
91- JANITORIAL SUPPLIES
84A- PACKAGING TAPE
29- SAFETY PERSNL PROTECTN
14- TOOLS CUTTING CARBIDE
7A- TOOLS MECHANICS HAND
2- ABRASIVES COATED
Janitorial supplies and coated abrasives are the best product categories
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Potential Spend
$-$200,000 $400,000 $600,000 $800,000
$1,000,000 $1,200,000 $1,400,000 $1,600,000 $1,800,000
POTENTIAL BY ACCOUNT
$-$200,000 $400,000 $600,000 $800,000
$1,000,000 $1,200,000 $1,400,000 $1,600,000 $1,800,000
PEA
CEH
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UN
IVER
SITY
OF …
SI L
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ROSB
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WH
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RNA
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POTENTIAL BY PRODUCT AND ACCOUNT
91- JANITORIAL SUPPLIES
84A- PACKAGING TAPE
29- SAFETY PERSNL PROTECTN
14- TOOLS CUTTING CARBIDE
7A- TOOLS MECHANICS HAND
2- ABRASIVES COATED
Using the consumption model techniques, we can estimate potential spend by account.
Using the consumption model techniques, we can also estimate potential spend by product and account.
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Incremental Potential Spend
$-$200,000 $400,000 $600,000 $800,000
$1,000,000 $1,200,000 $1,400,000 $1,600,000 $1,800,000
TOTAL POTENTIAL AND INCREMENTAL POTENTIAL BY ACCOUNT
POTENTIAL
INCREMENTAL
$-
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
PEA
CEH
EALT
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UN
IVER
SITY
OF …
SI L
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MCK
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ROSB
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PETE
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WH
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D …
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RNA
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MU
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MPA
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INCREMENTAL POTENTIAL BY PRODUCT AND ACCOUNT
91- JANITORIAL SUPPLIES
84A- PACKAGING TAPE
29- SAFETY PERSNL PROTECTN
14- TOOLS CUTTING CARBIDE
7A- TOOLS MECHANICS HAND
2- ABRASIVES COATED
Putting together transaction and market analytics, we can see what the total incremental potential is by account.
Similarly we can see what the total incremental potential is by product and account.
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Importance of Market Share
• Are you missing out on business?
• Identify gaps in product, coverage, segments
• Increase productivity of sales territories
• Focus resources on highest potential (ROI) – Customers
– Prospects
– Product categories
– Territories
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Market Share Analysis
1. Establish historical sales/employee profile - Divide annual sales by total employees for each SIC
2. Use this for gap analysis to identify potential - By account
- By territory
3. Source prospect lists by SIC
4. Improve data collection to validate
5. Benchmark with external data sources
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Product demand by customer segment
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Product demand by customer segment
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MSA share by category
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Performance index: 1 is average, less than 1 indicates gap between
Share by segment
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CUSTOMER LIFECYCLE MANAGEMENT
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When to offer?
• Objective: Reach out to customers according to a natural buying cycle
• Method: Use Recency-Frequency (RF) analysis to segment customers by how recently and how frequently they purchased
• Benefit: RF analysis can drive retention, re-acquisition, and wallet-share programs as well as optimize promotional spend.
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Recency Frequency Monetary Analysis
• Used for marketing to customers
• Always improves response and profits
• Better than any demographic model
• The most powerful segmentation method for predicting response
* It can be used for marketing to prospects who are not customers, but that is not the primary use.
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Recency-frequency-monetary value
There are 766 customers whose most recent purchase is within the last month and who made at least 200 purchases in the last 12 months. These are the best customers for this distributor. What is their DNA? Profitability?
There are 87 customers whose most recent purchase was 7 to 12 months ago and who only made 1 purchase in the last 12 months.
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Lifecycle management
Drive customer retention and wallet share
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Classic View of RFM
• Only a small percentage (such as 5%) of customers respond to the typical offer
• RFM tells you which customers are most likely to be in the responsive 5%
• If you use it all the time: – Half your customers will never hear from you and will be
lost – Others will suffer from “file fatigue”
• Use it sparingly; when you need a boost • Use it to identify your best customers
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Current View of RFM
• Use multichannel marketing to reach a broader set of customers than indicated in classic view of RFM
• Apply low cost marketing approaches, e.g. email to lower recency, lower frequency customers
• Apply higher cost marketing approaches, e.g. outbound telemarketing or field sales, to high recency, higher frequency customers
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Applications of RFM
• Direct mail
• Outbound telemarketing
• Email marketing
• Web marketing
• Field sales
• Customer service representatives
• Technical support
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CONCLUSION
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Analytics is key differentiator
• Smart data, not big data
• Leverage available tools to focus resources
• Change the internal conversation, process
• Segment, strategy, execute
• Don’t let perfect be enemy of good
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event sponsor
Questions?
Thomas P. Gale Jonathan Bein, Ph.D. President Senior Partner Industrial Market Information Real Results Marketing, Inc. 303-440-3857 303-898-8386 [email protected] [email protected] www.imidata.com www.realresultsmarketing.com
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