Published on 26-Jul-2012
"We anticipate taking predictive analytics beyond the marketing process, all the way through sales and into our ongoing communication with customers. We see bringing this into the sales area as the best way to monetize it." - Brandon Brown
Customer:
Trident Marketing
Industry:
Computer Services
Deployment country:
United States
Solution:
Data Warehouse, Smarter Computing, Smarter Planet
Smarter Planet:
Smart Work
IBM Business Partner:
Fuzzy Logix
Overview
Trident Marketing is a direct response marketing and sales firm for leading brands such as DirectTV, ADT and Travel Resorts of America, handling more than four million calls per year for its clients.
Business need:
For Trident Marketing, success is based on its ability to acquire the largest number of paying consumers for its customers while minimizing the cost of sales. That means running highly targeted and efficient demand-generation campaigns. But the company lacked key insights into the performance and efficiency of its campaigns across channels, from the call center to the web. It could not measure basic close rates, nor could it see why some sales pitches worked while others failed. The company needed better visibility across channels as well as the ability to analyze and optimize performance.
Solution:
Trident Marketing uses advanced analytics to capture massive amounts of data from the call center, order systems, CRM application, credit bureaus and search engines to predict how customers respond to campaigns across channels. The company can quickly determine when to call a consumer, which product to pitch and which salesperson is best suited to close the sale. Plus, sophisticated analytic models can also predict which consumers are likely to cancel services within 12 months. In addition, analysis of clickstream data from search engines helps the company optimize its pay-per-click bids.
Benefits:
Increased revenue by 1,000 percent in four years by making sales and marketing campaigns more targeted and effective; Achieved a 10 percent increase in sales in 60 days by choosing high-yield PPC keywords; Reduced marketing costs by optimizing keyword bids
Case Study
Trident Marketing is a direct response marketing and sales firm for leading brands such as DirectTV, ADT and Travel Resorts of America, handling more than four million calls per year for its clients.
The Opportunity
For Trident Marketing, success is based on its ability to acquire the largest number of paying consumers for its customers while minimizing the cost of sales. That means running highly targeted and efficient demand-generation campaigns. But the company lacked key insights into the performance and efficiency of its campaigns across channels, from the call center to the web. It could not measure basic close rates, nor could it see why some sales pitches worked while others failed. The company needed better visibility across channels as well as the ability to analyze and optimize performance.
What Makes It Smarter
Trident Marketing uses advanced analytics to achieve pitch-perfect sales, capturing massive amounts of data from the call center, order systems, CRM application, credit bureaus and search engines to understand and predict how customers respond to campaigns across channels. By applying predictive analytics, the company can quickly determine when to call a consumer, which product to pitch and which salesperson is best suited to close the sale. Plus, sophisticated analytic models can also predict which consumers are likely to cancel services within 12 months—a metric that goes straight to the bottom line because the company must compensate its customers for consumer churn. In addition, analysis of clickstream data from search engines helps the company optimize its pay-per-click bids, obtaining the highest sales yields for the lowest cost.
Real Business Results
- Increased revenue by 1,000 percent in four years by making sales and marketing campaigns more targeted and effective
- Achieved a 10 percent increase in sales in 60 days by choosing high-yield PPC keywords
- Reduced marketing costs by optimizing keyword bids
For more information
Please contact your IBM sales representative or IBM Business Partner. Visit us at: ibm.com/smarter
To learn more about Trident Marketing visit: www.tridentmarketing.com
Products and services used
IBM products and services that were used in this case study.
Software:
IBM Netezza 5200
Legal Information
© Copyright IBM Corporation 2012 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States July 2012 IBM, the IBM logo and ibm.com are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at ÒCopyright and trademark informationÓ at ibm.com/legal/copytrade.shtml Netezza¨ is a trademark or registered trademark of IBM International Group B.V., an IBM Company. This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data and client examples cited are presented for illustrative purposes only. Actual performance results may vary depending on specific configurations and operating conditions. THE INFORMATION IN THIS DOCUMENT IS PROVIDED ÒAS ISÓ WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.