Capabilities 3 2010

An Introduction to SIGMA Marketing Group

How SIGMA Can Support Clients with Insights and Customer Engagement

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B2BConsumerProducts & Services

FinancialServices

Technology & Telecom

Insurance &

Healthcare

SIGMA Overview and Client Experience

• 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 technology center is a Tier I facility and is SAS 70 Certified

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SIGMA’s Mission

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+

Making it work.

Technology Strategy+Analytics

Making it work — to engage your customers and prospects.

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Serving Client’s Pressing Marketing Needs

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Acquisition

RetentionCustomer Growth

Campaign Management

Sales Enablement

Analytics + Technology +

Strategy

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Analytics 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

Using marketing technology to optimize and

automate delivery of marketing messages for progressively higher results

SIGMA’s Go-to-MarketApproach

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An End-to-End Marketing Optimization Process

Customer Intelligence

EngagementStrategy

Data Hygiene and DB Management

Marketing Analytics & Modeling

Business Rules & Knowledge Assets

Multi-SegmentMessaging

Multi-channel Campaign Design

Targeting and Testing

Campaign Management

Response Mgmt & Nurturing

BI Reporting and Recommendations

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SIGMA’s Technology BlueprintEnabling Technologies for Integrated Marketing

Solutions

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• 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

Messaging Engines

Customer SatData

MarketingData

Sales or Transaction

Data

CustomerData

• Direct mail• Email• SMS• RSS

• Messaging Delivery• Extracts • Results/Activity

Reports

Campaign Management

Prospect DatabaseB2B and B2C

Third PartyData

PartnerData

On-lineData

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Building Customer Insights to Drive Strategy

• SIGMA Supports four kinds of analytics

• Our analytical team works closely with strategists to create maximum return from intelligence findings

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•Data Mining•Statistical Analysis•Modeling•Segmentation

Predictive Analytics

•Reporting•Dashboards•Visualization•Alerts

Business Intelligence

•Optimization•Forecasting•Simulations & Pro formas•Testing

Marketing Analytics

•Web Analytics•Behavioral Targeting•Revenue AttributionOnline

Analytics

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Leveraging Customer Intelligence

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SIGMA Creative Advantage

• Integrating multi-channel messaging• 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– Testing, testing, testing

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Multi-Channel Messaging

Managing 1:1 Messaging Touch points

• 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, personalized email campaigns.

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

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

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ChannelSMARTTM

SIGMA’s Multichannel Marketing Solution

• An online engine for campaign creation, messaging execution and measurement

• Cuts the complexity and cost of multi-channel messaging

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Closed Loop Measurement For Every Campaign

• 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 ROI

that include program and marketing strategy recommendations

– Dashboard reporting• Gives our clients easy visibility to success

metrics and results that can be shared in their organization

Campaign Analyses

Reporting

Dashboards

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SMART Marketing+ Technology Solutions Delivering ROI – Examples across industries

Direct mail programs to improve new customer acquisition and cross sell across 700 stores

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 40%, revenue gains of $55 Million

58% higher response over previous mail

15% lift in response, 17% lift in ROI