Sigma Capabilities B2 B

© 2009 SIGMA Marketing Group/Confidential

SIGMA Marketing Group, LLC

Capabilities Overview

For more information an any of our services Please contact Cindy Modzel Business Development Manager 585-242-7138 [email protected]

8/31/2009


Insights EngagementStrategy

Using marketing research and

statistical methods to pinpoint the right

audiences and uncover key selling

insights

Strategic programs built off customer insights

delivered in a 1:1 fashion

to customers and prospects

Optimizing and automating the

delivery of marketing

messages for progressively higher results

SIGMA’s

...is to help our clients transform their customer data into innovative marketing solutions designed to increase profits.

Mission

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Wednesday, April 12, 2023


SIGMA Overview and Client Experience

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• SIGMA’s Corporate headquarters is located in Rochester, NY

• Founded in 1985, SIGMA is a privately held, limited liability corporation

• Employs 70+ full-time employees.

• Our revenue is 70% from B2B Clients

• SIGMA’s key vertical focus– Financial Services– Healthcare– Technology– Automotive– Consumer Package Goods– Travel


http://www.dtag.com/phoenix.zhtml?c=71946&p=irol-home

http://www.owenscorning.com/around/bfs/index.asp

http://www.investor.mcdonalds.com/

http://images.google.com/imgres?imgurl=http://www.sitesandsounds.us/eze/eze6/items/hbawc_lasalle_bank.gif&imgrefurl=http://www.hbawc.com/mr_about_education.cfm&h=310&w=883&sz=35&hl=en&start=1&um=1&tbnid=ZvczWFEJgWmGzM:&tbnh=51&tbnw=146&prev=/images?q=lasalle+bank&svnum=10&um=1&hl=en

http://www.ge.com/index.html

http://images.google.com/imgres?imgurl=http://www.roadreadyteens.org/Logos/highres/LOGO_AAA.jpg&imgrefurl=http://www.lazyumotel.com/&h=540&w=900&sz=125&hl=en&start=7&tbnid=DH_dwlF7C8eIAM:&tbnh=88&tbnw=146&prev=/images?q=AAA+logo&gbv=2&svnum=10&hl=en

http://www.advo.com/

http://www.securit.com/index.asp

http://images.google.com/imgres?imgurl=http://eyewitnesssecuritysystems.com/uploaded_images/bosch-security-systems-723994.gif&imgrefurl=http://eyewitnesssecuritysystems.com/2008/10/bosch-security-systems-fix-problems.html&usg=__ShGMl0Dls2WeguRUL66XK-n0kuo=&h=250&w=250&sz=32&hl=en&start=1&sig2=7hqi9J75d0TxKWtHRATXDA&um=1&tbnid=j3BiYNsJRnlxYM:&tbnh=111&tbnw=111&prev=/images?q=Bosch+security&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GGIH_en&sa=N&um=1&ei=KCELSr_-Lp6clQen8bHgCw

http://www.homeproperties.com/


Integrated, SMART-to-Market Solutions

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Acquisition

RetentionCustomer Growth

Campaign Management

Sales Enablement

MarketingTechnology

© 2009 SIGMA Marketing Group/Confidential 5

Dedicated and Expert Team Support


MarketingTechnology

Analytics & Research

Messaging and Creative

Strategy

Messagingand CampaignManagement

Metrics andMeasurement

Consumer Knowledge Center

• Lead Management

• Telemarketing• Online Campaign

Services• EM & DM

Production and Management

• Text and Mobile Messaging

• Database Development

• Data Hygiene• Tools

Integration• Data

Enhancement

• Audience Profiling

• Marketing Research

• Segmentation• Predictive

Modeling

• Positioning• Strategic

Communications• Dynamic

Personalization

• Program Analysis

• Financial Pro Forma

• Response Analysis

Strategy & Project

Management

• Strategic Planning

• Project Management

• Campaign Management

• Vendor Management

Insights EngagementStrategy


SMART Marketing+ Technology Solutions Delivering ROI – Examples across industries

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Data hygiene database, analytics and marketing programs to support Canadian Business Outsourcing

Portals, Data, Analytics and Marketing Programs to support over 5000 sales people and hundreds of agent businesses

Multi-segment, multi-channel message testing with predictive modeling for acquisition mailing programs

Database, data, analytics and direct marketing programs to support over 1000 company owned stores and licensees across

North America

Integrated automated marketing programs to support new customer acquisition for 400+ affiliates

Testing and Analytics to drive acquisition and renewals

Acquisition savings of $1.5M. Response rates up 49-70%

Single Program Savings of $300,000, Beat Controls by 20%

Delivered $100 Million Retention Opportunity

Attrition reduced by as much as 40%, revenue gains of $55 Million

ROI on new acquisition programs

of 190%

15% lift in response, 17% lift in ROI

http://www.dtag.com/phoenix.zhtml?c=71946&p=irol-home

http://images.google.com/imgres?imgurl=http://www.roadreadyteens.org/Logos/highres/LOGO_AAA.jpg&imgrefurl=http://www.lazyumotel.com/&h=540&w=900&sz=125&hl=en&start=7&tbnid=DH_dwlF7C8eIAM:&tbnh=88&tbnw=146&prev=/images?q=AAA+logo&gbv=2&svnum=10&hl=en

http://www.securit.com/index.asp


Turn-key and Collaborative Project Management

• Strategic Planning– Program Concept Development– Detailed Project Plans

• Project Management– Data Management– System Implementation– Analytics, Profiling & Segmentation

• Campaign and Program Management– Messaging Strategy & Contact planning– Creative Development & testing– Campaign and program design and implementation– Reporting & Analysis

• Vendor Management– Manage external (or work with internal) resources such as print

vendors, fulfillment and telemarketing resources

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Strategy & Project

Management


SIGMA’s Closed Loop Campaign Process

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Analytics & Targeting

EM/DM/OBT

ProjectPlanning

ListDevelopment

Data/Lead Distribution

Results Report& ROI

ConceptDevelopment

Data & ResponseCapture

Market Understanding

ChannelUnderstanding

Promotion Development

ResponseManagement

Demand Creation

ChannelEngagement

Results Management

CustomerUnderstanding

Program Objectives



Customer Database Management is the Foundation of Our Client Relationships

– Success in database marketing requires a marriage of technology, analytical and marketing expertise.

– We have made an ongoing commitment to a superior technological infrastructure by investing in technologies as soon as they are practical for our clients marketing needs

– Experience working with thousands of data sources of varying formats and structures has taught us the value of key quality control procedures and tools that are built, maintained and enhanced.

Database

Marketing

Technologies

MarketingTechnology

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SIGMA’s Technology BlueprintEnabling Technologies for Integrated

Marketing Solutions


• Static Report Delivery

• Ad Hoc Report Creation & Sharing

• Dashboards

Business Intelligence

Reporting Portals

Market Miner Analytical

Environment

Data QualityEnvironment

• Pre-Processing

• Data Cleansing

• Match/Merge

• Householding

• Post-Processing

• Suppressions

• Enhancement

Customer

Database

• Data repository• Data processing• List processing

MarketingData Mart,

Business Rules Database Server

• Predictive Models• Propensity Scores

and Profiles• Activity Reports

Lead Management Portal

Customer SatData

MarketingData

Sales or Transaction

Data

CustomerData

• Leads & Responses

• Contact Lists • Customer/Prospect

Queries

• Messaging Delivery• Extracts • Results/Activity

Reports

Campaign Management

Prospect DatabaseB2B and B2C

Third PartyData

PartnerData

On-lineData


SIGMA’s Technology Blueprint

• Data Hygiene Environment– SIGMA deploys best in breed ETL, hygiene and data consolidation tools and methodologies to deliver quality data

to our client’s databases.

• Customer Database– A database repository that will integrate customer data with external data, campaign data and performance data– Enables automated monthly update processes in a relational environment to support analytical and marketing

campaign deliverables

• MarketMiner Analytics Environment– Environment tuned for high-level analytical tools like MarketMiner and SPSS enables sophisticated analytics

applied by highly trained users

• Web Reporting Portal– Internet access to real-time data and reporting for management and designated partners

• ChannelSMART Messaging Portal– Business Rules driven multi-channel messaging– Email, Mobile and Print on Demand– Content Management and Content databases

• Campaign Management– Automates and streamlines the development of one-time, ongoing or triggered marketing programs– Builds and maintains customer touch points analysis– Workflow contact stream management for campaigns in email, telemarketing and direct mail

MarketingTechnology


Building Customer Knowledge to Drive Strategies

• We work with clients to identify target customer knowledge that can be turned into concrete strategies that will drive our clients’ businesses. Our analyses become the platform for marketing programs and strategies.

• Ultimately, SIGMA’s strategic approach places emphasis on attaining the most complete picture of prospects and customers to understand their current and potential value to the company in order to provide the greatest opportunity for Marketing ROI.

Demographic dimensions of customers and non-customers.

Who is in the market?

Effective strategies for customers and non-customers.

What type of communication is most effective?

How

Attitudinal dimensions of customers and non-customers.

Why are segments buying?

Why

Purchase triggers for customers and non-customers.

When will purchases occur?

When

Usage dimensions of customers and non-customers.

What is being purchased?

WhatWho

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Analytics & Research


ProfilingFacilitate understanding of high-interest customer groups, input for strategy development

Product Purchase Propensity

Modeling and targeting

Campaign Management Test design, targeting, metrics

Post-Campaign Analysis Key learning and enhancements

Ad Hoc Analysis Examine arising business issues; determine action needed

Campaign and CustomerPro Formas

Balance sales volume, price and marketing investment

SegmentationDevelop goals, strategies and marketing communications based on customer (engagement, lifecycle, value, cross-sell and potential)

Lifecycle Tracking Monitor customer movement and impact of communications

Retention Analysis, modeling, scoring and application

Customer Loyalty Understand customer value (potential) over time

Advanced Analytics Services Applying Insights to Grow Accenture’s Business

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Analytics &

Research

© 2009 SIGMA Marketing Group/Confidential Page 14

The SIGMA Creative Difference

• Left Brain and Right Brain Creative Working Collaboratively

– The real value comes when we put our heads together.

• Because our analytical people know so much about the target audiences and segments, our creative team has all the ammunition they need to craft a design and copy approach that fits the target with unmatched precision --

Messaging and Creative

Strategy


SIGMA Creative Advantage

• Incorporate customer knowledge: attitudes and perceptions as well as transactions and behavior. Relevance is key.

• Balance both:– Brand value: RTBs (reasons to believe)– Conversion techniques: target, offer, format, channel, timing


Cross Channel Messaging

Managing 1:1 Messaging Touch points

• Mobile Messaging : End to end management of promotional campaigns delivered through text.

• Direct Mail: SIGMA developed, printed and mailed over 150 million pieces of direct mail in the last 18 months.

• Email: SIGMA designs and manages complex email campaigns.

• Web: SIGMA designs, hosts and manages web micro-sites and portals designed to deliver measurable interactions with our clients customers

• Lead & Response Management: SIGMA manages the responses generated by campaigns – whether through the development of micro sites, telemarketing, or automated fulfillment operations

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ChannelSMART A Multi-Channel Messaging

Platform

• A powerful, Web-based messaging portal for campaign creation, execution and measurement

• Increased marketing productivity with multichannel messaging through a single tool

• Managed control and use of your creative assets from one location, for all your marketing team

• Consistent and consolidated tracking of your campaigns across all direct channels

• SIGMA’s team of campaign-management experts to support your team from end to end

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04/12/2023

© 2009 SIGMA Marketing Group/Confidential Page 18

Consult Design Execute

Kickoff Call guide Outbound Calling

Call Strategy Data compile 48 hour review

Tactical Plan Training Hot lead delivery

Program Expectations Set up 800# Reporting

System/Process set up Weekly sessions

Refine process

Telemarketing Methodology


We competitively source and manage telemarketing vendors from program concept through completion.



Closing the Loop with Reporting and Campaign Analysis

• SIGMA approaches every solution with the objective of maximizing results for our clients. Three types of reporting help us measure success.– Results Reporting shows progress on an

initiative, usually quantitative.

– Campaign Analyses • Measurements for overall campaign Return

on Investment include program and marketing strategy recommendations

– Metrics Dashboard reporting• Summarize success metrics on a single

page for clarity• Gives our clients easy visibility to results

that can be shared in their organization

04/12/2023

Metrics andMeasurement

Campaign Analyses

Reporting

Dashboards


Thank you

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Documents

Sigma Capabilities B2 B