DATA SERVICES

B2BMarketing.com provides robust data services to B2B clients, including:
  • The development and maintenance of cost-effective marketing databases.
  • Execution of selects for marketing campaigns.
  • Reporting, both recurring and ad-hoc.
  • We fully audit each data processing step, including ongoing quality assurance procedures. Central to all of our work is what we refer to as best-practices marketing database content. We achieve this by adhering to the following ten principles of data organization and maintenance:
  • Prospect (e.g., sales pipeline) and customer hierarchies must be created and maintained.
  • Data semantics must be complete, consistent and accurate.
  • The data must not be archived or deleted.
  • The data must not be overwritten.
  • The data must be time-stamped.
  • The data must be maintained down to the atomic level.
  • Supplemental sources such as social networks must be considered.
  • Promotion transactions must be maintained.
  • Inquiry and demand transactions, when and as applicable, must be maintained.
  • Post-demand transactions, when and as applicable, must be maintained.

smartFOCUS

B2BMarketing.com also offers the smartFOCUS marketing suite of desktop analysis, reporting and campaign management tools. Clients are provided with Web-based access to their data, and cutting-edge tools to manipulate their data.

The smartFOCUS suite is a single platform on which a series of marketing and analytical activities can be seamlessly conducted. It allows entire marketing databases to be analyzed at extremely high speeds, including all of the atomic-level detail on each individual prospect and customer. This, in turn, supports "train-of-thought" analytics.

With smartFOCUS, clients are able to perform the following in a single, integrated environment:

  • Data visualization and enhancement.
  • Customer analysis and marketing optimization.
  • Campaign management, including sales and marketing execution.
  • Analysis of campaign effectiveness.

ON-DEMAND

All of our marketing databases support – on-demand – any calculation, aggregation or subset that logically can be generated from the underlying data. This is possible because our databases allow the efficient and rapid recreation of past-point-in-time ("time 0") views. These views, in turn, form the basis for virtually all meaningful analytics; for example:

  • The creation of the underlying datasets required for all cohort analysis. This includes lifetime value, and the monitoring of changes in prospect and customer "inventories" such as fluctuations in segment sizes over time.
  • The creation of the analysis and validation files required for predictive models.

TYPICALASSIGNMENTS

The following are examples of data services that we provide to current clients:

Example #1: Built – and currently host and maintain – the consolidated marketing database for a B2B firm with a national sales force and large direct marketing program.

  • Act as the client's outsourced database marketing department. Execute the processing required for promotional campaigns.
  • Perform the analytics and provide strategic and tactical consulting.
  • Supply the client with the smartFOCUS marketing suite.

Example #2: Built – and currently host and maintain – the consolidated marketing database for a hybrid (i.e., B2B and B2C) company, encompassing all prospects and customers across its retail, catalog and e-commerce channels.

  • Provide a full array of target marketing solutions to leverage the database.
  • These solutions include data processing, analytics, strategic consulting, turn-key circulation management, and the supervision of third-party vendors.

DATAMANAGEMENT

B2BMarketing.com aggregates account information at the individual, site and organizational levels. These three levels are required to:

  • Perform accurate analysis, scoring, promotional selections, and response attribution.
  • Properly allocate marketing-spend to each prospect and customer.

B2BMarketing.com achieves this three-level definition of prospects and customers by:

  • First, employing address standardization, ZIP Code correction, parsing and unduplication technologies, and business rules, to match accounts on a combination of names, company names, addresses, phone numbers, and – when applicable – bill-to/ship-to relationships.
  • Then, unifying the matches into a single non-circular cross-reference that:
    • Assigns each account to one and only one individual.
    • Assigns each individual to one and only one site.
    • Assigns each site to one and only one organizational entity.

We maintain all of this in such a way that it is easy to make adjustments and enhancements, and to re-consolidate the data, per ongoing quality assurance that is conducted on the matches.

We apply dynamic business rules to:

  • Make historical data consistent and usable, and correspond with core business concepts.
  • Perform scoring, segmentation and selections for promotions, in order to:
    • Target in the most profitable manner.
    • Maximize revenues from prospects and customers.

B2BMarketing.com also provides the ability to quickly classify customers at any of the individual, site or organizational levels – as of any point of time – by employing detailed histories up to that point of time only.

  • This is necessary because the appropriate dimensions to be analyzed can never be known and "frozen" in advance.

Likewise, we are able to simultaneously apply dynamic business rules to multiple-past-points-in-time, in order to perform complex analysis and generate reports showing:

  • Historical trends in segment counts and performance.
  • Performance by subsets of customers, promotional channels, products and services offered, etc.