The amount of data created last year could fill 75 billion fully loaded 16GB iPads which, if stacked on top of one another, would reach 339 miles into the air. The exponential growth of customer data means deep Sales and Marketing analytics are more than just an opportunity for improvement. Increasingly, basic Sales and Marketing performance reporting has become a competitive necessity for companies just to maintain market position. This presentation discusses the myths and "barriers" to creating powerful Sales and Marketing analytics that can help you: - Target your best customers - Optimize marketing spend - Increase sales conversions - Improve retention and up-sell rates

1. Crunching Big Data
November 17, 2011
5 Myths of Sales and Marketing Analytics

2. Agenda
 State of the Market
 Is “Big Data” analytics helping companies improve Sales & Marketing
performance?
 The Five Myths of Sales & Marketing Analytics
 Overcoming the barriers to faster results, bigger impact
 A Scalable Framework for Sales & Marketing Analytics
 MarketBridge DemandAnalytics approach
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3. Overall Deployment and Use of Analytics
Source: MIT/Sloan Management Review, Fall 2010 (co-sponsored by IBM)
3,000 executives
What is your tendency to use Analytics vs What are the critical barriers to widespread
Intuition to drive critical business decisions? adoption of Analytics in your business?
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4. Top Pressures Facing CMOs
Source: Aberdeen Group Survey of 160 CMOs, July 2011
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5. Marketing Execs’ Most Important Organizational Issues
Source: Unica Survey of 279 On-line and Direct Marketing Professionals, 2011 Annual Marketing Survey
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6. Marketing Execs’ Bottlenecks to Performance Improvement
Source: Unica Survey of 279 On-line and Direct Marketing Professionals, 2011 Annual Marketing Survey
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7. Web Data is becoming Critical to Customer Analytics and
Marketing Decision-Making
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8. State of the Market
Sales & Marketing Analytics
High sense of senior executive need and
urgency for better Analytics….
Strong need to “connect” Marketing analytics
to Sales and revenue performance
…But many “hidden barriers” to achieving
faster results…
…and a perception significant investment
with unproven payback
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9. Agenda
 State of the Market
 Is “Big Data” analytics helping companies improve Sales & Marketing
performance?
 The Five Myths of Sales & Marketing Analytics
 Overcoming the barriers to faster results, bigger impact
 A Scalable Framework for Sales & Marketing Analytics
 MarketBridge DemandAnalytics approach
IN CONFIDENCE - ALL MATERIALS PROPERTY OF MARKETBRIDGE
© 2011, MarketBridge Corp. | Page 9

10. The Five Myths of
“Big Data” and Sales & Marketing Analytics
1. “Big Data” means big IT investment Assumptions
• Large infrastructure investment (servers,
storage, processing power)
• Expensive software licenses
• Data acquisition, cleansing, management
Reality
• Cloud-accessible processing capacity is
up, costs are down
• Most companies have – and don’t use –
the necessary software tools
• Sales & Marketing data is already
“streaming” into your operations – you
just need to capture it
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11. The Five Myths of
“Big Data” and Sales & Marketing Analytics
1. “Big Data” means big IT investment Assumptions
• Social/digital are creating a complete
change in how customers buy
2. Social Media and Digital Marketing • Social media and on-line data is difficult to
change all the rules capture; behavior hard to influence
Reality
• Social/digital are changing how prospects
find and learn about products…
• …but on-line behavior can be captured
with new, readily accessible tools…
• …and most customers will still engage via
traditional marketing and sales channels
• Learn/shop/buy process still applies
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12. The Five Myths of
“Big Data” and Sales & Marketing Analytics
Assumptions
1. “Big Data” means big IT investment • Analytics is labor intensive (date capture,
cleansing, etc.)…
2. Social Media and Digital Marketing • …and requires sophisticated model
change all the rules development and predictive analytics
expertise found only in PhDs
3. PhD-level talent combined w/ low
cost offshoring are critical
Reality
• Yes, as Analytics efforts get larger labor
intensity can grow….
• ..but too many Analytics investments try
to “boil the ocean” and solve all business
problems
• Focused Analytics efforts directed at
making specific decisions can be
delivered with nimble SWAT teams…
• …and while PhD skills are valuable, they
often “overshoot” the needs of decision-
making execs
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13. The Five Myths of
“Big Data” and Sales & Marketing Analytics
Assumptions
1. “Big Data” means big IT investment • Top priority is to get a clear understanding
historical data and trends…
2. Social Media and Digital Marketing • …and company needs simple, powerful
GUI interfaces to provide access to
change all the rules
Analytics across the entire organization
3. PhD-level talent combined w/ low
cost offshoring are critical
Reality
4. Dashboards and visualization are • Reporting and dashboards are a critical
essential to Sr. Exec. acceptance and but not sufficient to realize business
value – they tend to be “look back” and
organizational deployment descriptive only.
• To make decisions that increase revenues
or reduce costs, Analytics must be
forward-looking and prescriptive - what’s
likely to happen next quarter and what
should we do about it?
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14. What Analytics Techniques will Create Value over the Next 24 Months?
Source: MIT/Sloan Management Review, Fall 2010 (co-sponsored by IBM)
3,000 executives
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15. The Five Myths of
“Big Data” and Sales & Marketing Analytics
1. “Big Data” means big IT investment Assumptions
• Multi-million dollar investment in
software, technology infrastructure, data
2. Social Media and Digital Marketing and people
change all the rules • Big potential payback in 2 years
3. PhD-level talent combined w/ low
cost offshoring are critical
Reality
4. Dashboards and visualization are • According to Gartner, 50% of all Analytics
essential to Sr. Exec. acceptance and investments “die of the own weight”
• Targeted Descriptive Analytics can lead to
organizational deployment clearly identified cost savings w/in 2
quarters (program elim’s, spending shifts)
5. Analytics is a long-term investment • Targeted Predictive Analytics can drive
w/ limited near-term financial impact increased revenues on a monthly basis
(e.g. prioritized sales calls to high score
prospects, predictive renewals and
upgrades)
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16. The Five Myths of
“Big Data” and Sales & Marketing Analytics
1. “Big Data” means big IT investment The bar needs to be raised
2. Social Media and Digital Marketing
change all the rules Sales & Marketing Analytics
must be delivered:
3. PhD-level talent combined w/ low
cost offshoring are critical  Faster
 Better
4. Dashboards and visualization are  Cheaper
essential to Sr. Exec. acceptance and
organizational deployment …and have a more immediate
impact on financial performance
5. Analytics is a long-term investment
w/ limited near-term financial impact
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17. Agenda
 State of the Market
 Is “Big Data” analytics helping companies improve Sales & Marketing
performance?
 The Five Myths of Sales & Marketing Analytics
 Overcoming the barriers to faster results, bigger impact
 A Scalable Framework for Sales & Marketing Analytics
 MarketBridge DemandAnalytics approach
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18. The New Customer Relationship Development Process
Capturing the “Big Data” of Marketing and Sales Interactions
Go-to-Market
Marketing Sales Channels Service & Support
Vendor
Customer Relationship Development
Customer
Process
Buying
Find Learn Engage Buy Attach Renew Upgrade
Search & On-Line Campaign Web Content & Event Sales Contract Purchase Service
“Footprints” Response Downloads Attendance Interactions Details History History
Interaction
Customer
$$
Behavioral
Customer
Data
Digital Marketing CRM and Point-of-Sale
Data Sales Engagement Data and Service Data
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19. DemandAnalytics: Marketing & Sales Business Intelligence
Leveraging “Big Data” to Drive Revenues and Optimize Spending
Go-to-Market
Vendor
Marketing Sales Channels Service & Support
Customer Relationship Development
Customer Buying
Process
Find Learn Engage Buy Attach Renew Upgrade
DemandAnalytics/
Online/Offline Predictive Customer Behavior
Buyer Channel Purchase Market Retention/Loyalty Next logical
Business Intelligence
Customer
on-line profiles Segmentation preference incentives basket Analysis product
Solutions
DemandAnalytics/ DemandAnalytics/
Marketing Reporting & Optimization Sales Channel Performance
Return on Pipeline
Search/social Media Direct marketing Marketing analysis & revenue Won/loss Sales resource Cost-to-sell
effectiveness placement cost per lead forecasting analysis productivity economics
Investment
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20. What is MarketBridge’s DemandAnalytics?
 DemandAnalytics are a set of business intelligence solutions that help The DemandAnalytics
companies improve Customer Analytics and optimize Sales & Marketing
resource deployment. Leveraging the explosion of “Big Data” from
Solution Stack
customer web interactions, digital marketing tactics, CRM pipeline, and
revenue billing systems, DemandAnalytics provides clients with on- Skilled
demand reporting and actionable insights to improve growth, control Business Intelligence
costs, and enhance margins. Professionals
 DemandAnalytics provides clients with a managed services – hosted
remotely or on client site IT platforms – to capture, report, and analyze Collect Data
Sales & Marketing data for: Proven
Analytics Processes Report Results
 Predicting Customer Behavior: Leveraging customer interaction
data to segment customers and predict likely buying patterns
& Algorithms Analyze & Predict
 Marketing Reporting & Optimization: Collecting, tracking,
reporting and analyzing the performance of both on-line and off-
line marketing tactics and programs. Customer &
Customer
 Sales Channel Performance: Analyzing how Sales channels -- both
Industry Data dB
captive and channel partners – can improve productivity through
better buyer targeting, call pattern prioritization, and offer/message
tailoring. Business
Intelligence
 DemandAnalytics methodology and solution stack (technology, process,
people) is configurable to meet specific client needs and address specific Technologies
business objectives such as customer acquisition, customer retention,
product upsell/cross-sell, new product launch, or channel sales
enablement.
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21. Wanna Learn More?
 Call Us
 Discuss your issues, our passion
 Complete a Rapid Assessment
 2-4 weeks
Tim Furey, CEO
 Understand key business issue(s) and drivers tfurey@market-bridge.com
• Acquisition 240-752-1825
• Retention/Renewal
• Penetration Mike Kelleher, SVP Business Development
mkelleher@market-bridge.com
 Assess specific Analytics opportunity or existing program 240-752-1819
 ID low hanging fruit and big payback
Mike Riordan, SVP & GM Analytics
 Create “self-funding” business plan mriordan@market-bridge.com
240-752-1851
 Engage in a Program
 Work with your business executives and analytics team
 Accelerate analytics-to-impact
 Provide managed service that combines software,
technology, data, and professional service expertise
 Achieve measurable business impact
 Follow our blog: www.salesandmarketinganalytics.com
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