Leveraging Web Analytics to Increase Lead Velocity

1. Business Situation:
Our Client - a leading Fortune 100 firm & one of the largest PC manufacturers in the world - wanted to extend its Lead Velocity by leveraging
Customers online behavior.
The Task:
Develop a framework and related predictive strategy to identify individual Customers buying propensity by leveraging their online activity
along with their firmographics and historical purchase behavior.
Framework:
Mapped web log files to extract unique Businesses visiting specific product-related landing pages on website. This information was then
synthesized with Business firmographics and historical purchase behavior. Predictive models were built to target a specific Customer with a
specific Offer at the right time. It was proven that a specific pattern exists between online visits and subsequent purchase behavior.
Analytics in Action
Leveraging Web Analytics to Increase Lead Velocity
The Result:
• Reconnected with high-value customers most likely to respond by refining targeting continuously throughout the customer life cycle.
• Identified high priority leads with Company/Account name & and products interested in.
• Maximized targeting efficiency of campaigns for better sales enablement; gained incremental revenues/margins from campaigns.
• Extended reach to target accounts at right time when they are most likely to buy.
Client: A Top-3 PC Manufacturer
Content
Categorization
Causality Analysis &
Target Generation
Customer Targeting
Leveraged text mapping
algorithm to identify accounts
associated with domain names
and IP address
Applied content tagging
techniques to categorize the
intent of visitor based on
content consumption
Predictive model built to predict
propensity of Customer to
purchase products in the near
future
Prioritized targets based on
likelihood index or visit index
Customer Mapping

2. YOUR PARTNER FOR
DATA ANALYTICS SERVICES
MANAGEMENT TEAM
GLOBAL EXPERIENCE.
PROVEN RESULTS.
Roy K. Cherian
CEO
Roy has over 20 years of rich experience in marketing, advertising and media
in organizations like Nestle India, United Breweries, FCB and Feedback
Ventures. He holds an MBA from IIM Ahmedabad.
Anunay Gupta, PhD
COO & Head of Analytics
Anunay has over 15 years of experience, with a significant portion focused
on Analytics in Consumer Finance. In his last assignment at Citigroup, he was
responsible for all Decision Management functions for the US Cards
portfolio of Citigroup, covering approx $150B in assets. Anunay holds an
MBA in Finance from NYU Stern School of Business.
Greg Ferdinand
EVP, Business Development
Greg has over 20 years of experience in global marketing, strategic planning,
business development and analytics at Dell, Capital One and AT&T. He has
successfully developed and embedded analytic-driven programs into a
variety of go-to-market, customer and operational functions. Greg holds an
MBA from NYU Stern School of Business
Kakul Paul
Business Head, CPG & Retail
Kakul has over 8 years of experience within the CPG industry. She was
previously part of the Analytics practice as WNS, leading analytic initiatives
for top Fortune 50 clients globally. She has extensive experience in what
drives Consumer purchase behavior, market mix modeling, pricing &
promotion analytics, etc. Kakul has an MBA from IIM Ahmedabad.
ADVANCED ANALYTICAL SOLUTIONS
MARKETELLIGENT, INC.
80 Broad Street, 5th Floor, New York, NY 10004
1.212.837.7827 (o) 1.208.439.5551 (fax) info@marketelligent.com
CONTACT www.marketelligent.com
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