Ken Maranian

VP, Product Management - D&B Direct

maraniank@dnb.com

October, 2012

Drive Big Results with Big Data through Integrated Insight in Your Applications

Agenda

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• Welcome

• Ken Maranian – D&B

• Darren Green – Verizon

• Q&A

Moneyball demonstrates the power of data in determining success on the baseball field

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Business success requires actionable insight to stay ahead of the curve…

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Natural Disasters Political Uncertainty

Economic Volatility Technological Change

…and to exceed increasing buyer expectations and demands

77% of B2B buyers will not talk to a sales representative until they have conducted independent research ~ DemandGen

8 out of 10 decision makers rely on word of mouth when making buying decisions ~ Forrester Research

60% of the purchasing decision process occurs prior to having a conversation with a vendor ~ Corporate Executive Board

55% of B2B buyers indicate that sales reps are unprepared for initial meetings ~ IDC

The digital revolution is generating an exponential growth in information

6Source: Domo

And the pace of change is accelerating, exacerbating data quality issues

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Many companies are struggling to deal with all of this information

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Managing data has become a major headache for many companies

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Lack of AccessibilityData InaccuraciesOrganizational Silos

If you don’t have the right information, it is difficult to successfully manage your company

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Executives consistently agree information is critical for improved business performance

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Bad data impairs decision-making and significantly increases costs

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Master your data and master your growth

So what does the optimal data management solution look like?

Integrated1

Trustworthy2

Easy to use3

You need to connect and deliver consistent and relevant data across systems

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CRM

ERP, Risk & Finance

Identify Opportunities

Identify Exposure

Purchasing & Supply

Qualify Vendor

Target Campaigns

Marketing Automation

Easy-to-use

Easy-to-use

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Then aggregate and deliver data from multiple sources in an automated way

Data is keptupdated and

synchronized —automatically

CRM

SCM

ERP

Rest Of World Data

D&B Database

210M+ Companies100M+ Contacts900+ Industry ReportsCompany FinancialsRiskand MORE…

and MORE….

And deliver it real-time into workflows for improved decision-making

Database Customer Application

API

The API provides a flexible, real-time, on-demand data transfer capability for easier integration into your business processes and applications

API to Customer

Receive answers

Make requests

THE INTERNET

Acquire

Find the best new prospects

Service & Retain

Better understand and manage existing

customers

Grow

Grow existing customers’ spend

Data Management and Integration Process

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So that you can better utilize information to drive growth across the sales cycle

And capitalize on market changes with a clear view of your customers, suppliers and partners

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Proactive Risk Mitigation

Supply Optimization

Partner Prioritization

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D&B’s Data-as-a-Service offerings help you embed intelligence across your enterprise

Quickly enable sales reps to identify cross sell opportunities in order to retain and grow their client portfolio to increase revenue.

HP uses D&B Direct to increase sales knowledge and selling effectiveness

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Easy-to-use

Easy-to-useInte

gra

ted

Trustworthy

Easy-to-useInte

gra

ted 360°View

Start with accurate and current data that you can rely on

Connect on-demand to the info you need –

in one place

Complete the picture with relevant context for

smarter decisions

Trustworthy

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You can achieve better results by putting the right data in the right hands at the right time

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Darren GreenOctober 24, 2012 – Gartner IT Symposium

Successful Customer Intelligence

Verizon Enterprise Services

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Customer Intelligence is...The management and analysis of customer data from all sources,

used to drive marketing performance and business strategy

Customer Intelligence

Data

Analysis

Strategy

CampaignsMeasure

Technology

Skills

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Big Data Collection Never Ends

•Company•Branch•Segment

Accounts

•Domestic•International•Products

Revenue

•Sales Rep•Sales Results•FunnelSales Data

•Campaigns•Offers•Promos

Marketing Results

Marketing Analytics

Campaign Implementation

Segmentation Industry Reporting

Email Marketing External List Analysis

Product Business Case

Wallet Share Reporting

Market Share Reporting

Customer Intelligence“Brings it all Together”

Data Analysis

External Data

• Stock Indexes• External Lists• Industry

Information• Analyst

Research• 3rd Party Data

(D&B, IDC, etc..)

• Email Addresses

• Market Trends

The Future- Unstructured

Data

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Dirty Data Creates Analysis NightmareData issues comes from

various sources

• Duns Assignment mismatches

• Mergers/Acquisitions, etc...

• External data • Internal billing

assignments• Contact data

becoming more complex with various social network identities

Impacts many items....

• Internal propensity modeling

• Sales and Marketing buy-in

• Campaign strategies/ Contact records

• Segmentation (Sales assignment, Industry, Reporting)

• Target Marketing strategies

• Business Units

Keeps us on the run to correct....

• Modeling• Campaigns• Billing• Contacts• Reporting• Share Analysis

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And Then How Do You Define A Customer?

Cust Id #1

Cust Id #2

Cust Id #3

Cust Id #4

Cust Id #5

•Complex Company Hierarchies•Extensive Family Trees for Enterprise companies•Multiple layers within corporate structure:•Global/Parent/Domestic Ultimate/Branches/Subs/Single•Detailed process to capture all Parent Company sites•Each HQ location is a large entity within its own structure•Merger/Acquisition (M&A) changes impact structure

Complex Company Hierarchies

•Segmentation/Account assignment to HQ Billing Location•Unique Decision Makers at Enterprise Subsidiaries•Multiple Accounts per Global Company•Detailed process to map accounts to Head Quarters•Account relationships impacted due to M&A Activity

Complex Customer Hierarchies

"Having different versions of customer data has been a common problem at companies since the introduction of the relational

database." -Customer Data Integration

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Making Analytics Actionable

Campaign Delivery

Customer Analytics

Target Marketing Strategy

Customer Data

Integration

Improved Customer Modeling

CI Data

Campaign Results

Profiling

Response Rate Click Thru Open Rates Opt Out Event Attendance Sales & Oppt’y Measure Success

Distinguish between “Good” Customers and

“Valuable” ones -Customer Data

Integration

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Key Takeaways...Successful Customer Intelligence...• Permeates an organization from campaigns

to strategic planning

• Is the hub of all customer information and makes it available across the organization

• Is central to strategic planning and provides information for core business and financial decisions

• Is supported by the data & technology necessary to generate strategic customer insights

• Focuses on the information and tells the story on behalf of the customer

Requires...• Strong support at the executive and C-level, aligned

metrics and goals as well as designated CI professionals with clear roles and responsibilities

• Understanding of the customer across the organization as well as a clear strategy that outlines what the company is trying to achieve

• Going beyond standard metrics and looks for new and innovative ways to harness data

• A centralized customer database that captures all transactional and behavioral data to create a clear view of the customer

• Working alongside all marketing groups to support customer oriented strategies and maps them to tactics and execution