WE and Belgium ICT buying power

Trivia Marketing International 2015 1 Retain Acquire Develop

Client Buying Power Solution: “Belgium case study”

BusinessAccelerator 2.0

Didier Andrieu, October2015 Nothing is permanent except change!

Trivia Marketing International 2015 2

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


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.


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.


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


Client BP database

5 1 4 3 2 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

PR

OC

ES

S

PU

RP

OS

E

Data Collection

Predictive Modelling

Analytics


Overall CBPS project flow sample Build end-to-end solutions dedicated to your business specificities

5


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

Yo

ur

Da

ta

Sampling representative of

your business


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


se

1 058

28 218

18 054

13 087

33 557 36 906

0

9 441

20 526

12 787

22 280

no

10 047 12 437

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

fr uk

131 383

it

5 357 4 816

at

24 147

ie de

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



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.

429923

372551255

916

12,437

Hardware Enterprise Total

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



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


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.


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


- 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 ?


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!

Trivia Marketing International 2015 16 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

[email protected] /TriviaMarketingInternational

@TriviaMarketing

- Maya Angelou

Thank you!

WE and Belgium ICT buying power

Data & Analytics

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