Why 4Segments
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Transcript of Why 4Segments
Why 4Segments™ Demonstration
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.
2010 2011 20122009
4Bridge Integration
Engine
Implementation ServicesSFDC IntegrationsMarketing Automation
4Thought Marketing History Timeline
4Thought Marketing
Incorporated
Dynamic Gated FormsDynamic Resource
Center
Partner Relationship
Manager
(4Bridge Connectors)
2013 2014 2015
4CDO ToolKit4Clean Cloud Connectors
There are two problems with Marketing Tools Today…
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…
It means the average marketer struggles with segmentation.
What does this mean?
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
The Importance of Visual
The Importance of Visual
The Importance of Visual
65% Visual Learners5% Kinesthetic
30% Auditory
This? Or This?
The Importance of VisualThis? 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.
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.
Eloqua - How It’s Done Today
Salesforce - How It’s Done Today
This is NOT Visual!
It means you can’t know your market
It means you don’t segment… when you should
What else does this mean?
Segmentation Underutilized
Source: TechAisle SMB Survey of 1200 Respondents
Through 2017, the number of citizen data scientists will grow five times faster than the number of highly skilled data scientists. Gartne
r
Current Market Response?
Target of Analytics and BI SystemsAnalytics and BI Reporting
Goals of Current Systems
Eloqua & SFDC Filters
Analytics and BI Reporting
No Middle Ground for Marketers
Two Problems, One Solution
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…
Turn Contacts into Action
Down the Rabbit Hole… The Technology behind Easy
Visual Segmentation™
You’ll remember from our previous demo …4Segments is Fast and Easy.
“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
4Segments ArchitectureSe
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Lay
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Serv
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Criteria Creator4Segments Database
Segmentation Server
4Segments Architecture
4SchedulerEngine
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4Bridge Integration EngineCriteria Creator
List Loader
4Segments Database
Integration Layer
Segmentation Server
4Segments Architecture
Dynamic NormalizerNext Best Action Generator
4SchedulerEngine
Sele
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Engi
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4Bridge Integration EngineCriteria Creator
List Loader
4Segments Database
Dashboard Generator
Integration Layer
Segmentation Server
4Segments Architecture
Dynamic NormalizerNext Best Action Generator
4SchedulerEngine
Sele
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Engi
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Map SelectorVenn Segmenter Funnel Segmenter Waterfall
4Bridge Integration EngineCriteria Creator
List Loader
4Segments Database
Dashboard Generator
Integration Layer
Segmentation Server
HTTPS/Secure Sockets
Criteria CrossTab
4Segments: Fast. Visual. Easy. KNOW your Market
Know your market spaceExplore. Play. Turn Contacts into Action
Leverage the Power of Segmenting! Fast. Visual. Easy.
Security
Financial Services (Largest vertical served) 1. Visa Corporation 2. First Tech Federal3. Fireman’s Fund4. Others
InfoSec (Second largest vertical served)ImpervaWhite HatAccuvantGuidance
4Thought Marketing Largest Industries Served:
Security
*We’ve been vetted by some of the best.
1. Anonymized Data 2. Standard Security3. Enterprise Gold Security
Three Security Options:
4Segments Security
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
SecurityOption 1: Anonymized Data
1. HTTPS & Certificate (same as Eloqua, banks)2. Secure Login & Password Requirements3. Information Stored on Amazon Web Services
a. Largest in the Worldb. One of the most secure environments in the
worldc. CIA AWS Cloud went live in August 2014
4. Standards at Trust.4Thought Marketing.com
SecurityOption 2: Standard Security
1. Private Server2. Private Database3. VPN Support Available4. IP White Listing
$26,000/year
SecurityOption 3: Enterprise Gold Security Option
1. Anonymized Data 2. Standard Security3. Enterprise Gold Security
Three Security Options:
Security
Next Best Action Engine
Next Best Action Field(s) are created in other systems…
Next Best
Action
Contacts
Next Best Offer Next Best Category
Content Preference Etc.
Next Best
Action
Contacts
Next Best Offer Next Best Category
Content Preference Etc.
MA Uses to
Trigger Nuture Programs
Used by Adobe to Trigger Website Ads
Used to Trigger Retargeting Follow-Ads
CRM Uses to Trigger Rep Phone Calls
Next Best Action Field(s) are created in other systems…
Conceptual “Next Best Action” Field(s)
Next BestAction
Contacts
Next Best Offer Next Best Category Content Preference
Etc.
MA Uses to
Trigger Nuture Programs
Adobe Uses to Trigger Website Ads
Used to Trigger Retargeting Follow-Ads
CRM Uses to Trigger Rep Phone Calls
Conceptual “Next Best Action” Field(s)
Next BestAction
Contacts
Next Best Offer Next Best Category Content Preference
Etc.
MA Uses to
Trigger Nuture Programs
Adobe Uses to Trigger Website Ads
Used to Trigger Retargeting Follow-Ads
CRM Uses to Trigger Rep Phone Calls
4Segments Next Best Action Engine
What is the first, highest priority segment that a contact falls into?
Sets Field(s)
Visual Analytics vs Visual Segmentation™
for Marketers
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.
• Business Analytics gives you insights
• Visual Segmentation™ lets you use those insights, immediately.
Difference Between BI/Reporting and 4Segments?
No Middle Ground for Marketers
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
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…
Trend #3 The Gap in the Contact Analysis Marketplace Today
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
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
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
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
How is This Problem Solved
Today?
Today the Contact Segmentation marketplace is monopolized by 2 categories of software:
• Application Software• Statistical Analysis Software
Contact Segmentation Marketplace Today
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
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
• 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?
How It’s Done Today -Hubspot
How It’s Done Today -Marketo
How It’s Done Today -Marketo
How It’s Done Today
SAS’s White Paper doesn’t even mention Venn Diagrams
Stanford Business School -Marketing
Source: http://public-prod-acquia.gsb.stanford.edu/sites/default/files/20140130%20WQ%20Textbook%20List%20for%20Student%20Site.pdf
Alexander Chernev
Venn Diagrams are
early concepts in University
Marketing Classes
Use Visual Segmentation™ to see your targeting decisions as you make them
4Thought Marketing
For More Information About 4Segments or other 4Thought Marketing Products or
Services, Check us out at
.4 .www Segments comor
.4 .www ThoughtMarketing com