"Little Data In a Big Data World"

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"Big Data" is an over-used buzzword (google it compared to Obamacare & see how many results for each). Marketing is about building closer relationships with the targeted customers. The transformation of data to information to strategy/tactics is one way to achieve better customer relationships. This is the actual presentation (with some slides removed to protect client confidentiality).

Marketing Business Technology

Little Data in a Big Data World
ExlPharma –Digital Pharma Conference
Jeff Pelaccio
November 12, 2013
Princeton, NJ

Discussion Topics
 Big Data?
 Defining KPIs
 Data -> Information -> Marketing ROI
 Multi-Channel Impact

KPIs – Business Impact
 Market Share
 Revenue
 Profit
 Marketing ROI
 Customer Satisfaction

All Product
Websites
One Integrated
Performance
Dashboard

Acquisition &
Retention
Integrated Sales
Performance
Dashboard by Region
& Species

Integrated
Campaigns
Sales, Web, Media One
Integrated Performance
Dashboard

Executive
Metrics
Integrated Sales Team
Metrics Performance
by Region & Species

Top Customers
Top Customer
Performance
Dashboard by Region
& Species

Customer Segmentation
Average Sales per Customer

Non-Target

Target

Changed to Non-Target

$1,700

Changed Visits Down

$3,200

Changed Visits Up

$3,900

Changed - Target

$4,100

Agree

$750

$4,300

Average Sales/Cust.

$870

$3,300

Contact Information
jeffpelaccio@yahoo.com

913.226.3487 (cell)

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"Little Data In a Big Data World"

2. Little Data in a Big Data World ExlPharma –Digital Pharma Conference Jeff Pelaccio November 12, 2013 Princeton, NJ

3. About Me

4. Sales Marketing

5. Discussion Topics  Big Data?  Defining KPIs  Data -> Information -> Marketing ROI  Multi-Channel Impact

6. 1,870,000,000 vs. 35,900,000

7. 2,500,000,000

10.

11.

12.

13.

14.

15. KPIs  Business Impact  Marketing

16. KPIs – Business Impact  Market Share  Revenue  Profit  Marketing ROI  Customer Satisfaction

17.

18. KPIs - Marketing  Customer Value  Loyalty/Retention Rate  Top Customer Metrics  Acquisition Targets  Brand Health  Marketing Program ROI

19. All Product Websites One Integrated Performance Dashboard Acquisition & Retention Integrated Sales Performance Dashboard by Region & Species Integrated Campaigns Sales, Web, Media One Integrated Performance Dashboard Executive Metrics Integrated Sales Team Metrics Performance by Region & Species Top Customers Top Customer Performance Dashboard by Region & Species

20.

21. $791,036 $2,675,166

22. $55,372,00 $197,962,289

23.

24.

25. Customer Segmentation Average Sales per Customer Non-Target Target Changed to Non-Target $1,700 Changed Visits Down $3,200 Changed Visits Up $3,900 Changed - Target $4,100 Agree $750 $4,300 Average Sales/Cust. $870 $3,300

26.

27.

28.

29.

30. Contact Information jeffpelaccio@yahoo.com 913.226.3487 (cell)

"Little Data In a Big Data World"

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