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On target 2015, Anne Årneby, Rikard Candell, Bisnode

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On Target 2015 is the Go-To Conference for B2B Sales & Marketing. On Target 2015 Stockholm is a one day event held by thought leaders on how to accelerate growth for companies with long and complex sales cycles, many stakeholders and high order values.

Veröffentlicht in: Marketing
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On target 2015, Anne Årneby, Rikard Candell, Bisnode

  1. 1. Anne Årneby GLOBAL CMO Bisnode
  2. 2. Rickard Candell DIRECTOR GROUP BUSINESS DEVELOPMENT Bisnode
  3. 3. SMART DATA – HOW TO BRING B2B MARKETING TO THE BLEEDING EDGE Anne Årneby, CMO Rikard Candell, Director Business Development September 2, 2015
  4. 4. 4 Anne Årneby CMO Rikard Candell Director Business Development WHO WE ARE
  5. 5. 5 We are pioneering Smart Data to enable our customers to make smart decisions • 17 countries • 2 500 employees • 150 000 customers • Revenue SEK 3 500 million • >200 data sources BISNODE – WHO WE ARE
  6. 6. 6 WE ARE PASSIONATE ABOUT DATA COMPANIES Number of active companies: 1.127.832Working places: 1 206 182 Ratings: companies have had AAA rating for 24 years Number of processed annual reports every day Number of deactivated companies each year Started companies each year Number of bankruptcies in May 20 000 companies switch industry each year Almost 2 000 000 people are employed by Swedish groups world wide 48 000 groups in Sweden that include 170 000 companies 10 800 default judgements and 43 400 bankruptcy estate inventories each year Companies change telephone number The trend is fewer bankruptcies in 2014 than before 230 millions BISNODE LOVES DATA DATA SOURCES OVE R Deducated people working with our information DATA PROCESSING ANALYTICS As well as dedicated analysts PEOPLE POPULATION 30 June 2014 Move this year Ca. 3 million stationary phone numbers Ca. 11 million mobile phone numbers 2012 women in Eskilstuna earned on average Kr/year Number of households 2012 we consumed over 1 654 billion Kr Payment defaults are denied every month (people and companies) 2012 we borrowed 3 000 billion Kr VEHICLES Data history since 11 years old Swedish private cars are on average Registered for traffic Number of private cars we have information on: We have information on Types of cars of a certain generation county council Skåne have over 90 % environment friendly cars snowmobiles
  7. 7. 7 HOW DO YOU FEEL ABOUT DATA?
  8. 8. 8 REASON 1: DATA IS EXPLODING IN SIZE AND COMPLEXITY 2009 2015 1,2 ZB 0,8 ZB 8 ZB 35 ZB 2020 2010 Variety of data growing Interaction evolving Cost of storing and sending data  0 Number of devices and sensors = billion
  9. 9. 9 LET’S ILLUSTRATE HOW FAST IT’S MOVING http://pennystocks.la/internet-in-real-time/
  10. 10. 10 …our laws are slow to change …our ways of working are slow to adapt …our brains remain the same REASON 2: OUR EVOLUTION IS NOT AS FAST
  11. 11. 11 WE MEND THE TEAR BY REFINING BIG DATA INTO SMART DATA Smart Data is the right data at the right time
  12. 12. 12 ONE EXAMPLE TO MAKE IT TANGIBLE
  13. 13. 13 SO HOW DO YOU FEEL ABOUT BEING UP TO DATE WITH MARKETING TOOLS? 947 companies 1 876 companies January 2014 January 2015
  14. 14. 14 TO MAXIMIZE EFFECT FROM QUALITY TOOLS, YOU NEED HIGH QUALITY FUEL
  15. 15. NORDIC AUTOMOTIVE SPARE PART & SERVICE PROVIDER 40% CONVERSION RATE WHEN USING DATA-DRIVEN TARGETING MODEL 40 % conversion 70 % returning customers Improved accuracy of targeting with predictive variables Desire to increase revenue 15
  16. 16. +136 % SUBSCRIPTIONS FROM PERSONA BASED SEGMENTATION SWEDISH NEWSPAPER COMPANY 136 % increase of subscribers Data-driven targeting with persona based parametres Needed increased campaign outcome but lower CPO 16
  17. 17. THREE THINGS YOU NEED TO DO TO CAPTURE THE POTENTIAL FROM SMART DATA Embrace high quality tools - Account based marketing - Content marketing - Marketing automation Fuel them with hig quality data => Smart Data Dare to act and feel the speed! => Don’t get stuck in analysis paralysis 17
  18. 18. 18 Do it ourselves See what we can find Use what we have Dumb data Smart data WHICH PATH TO CHOOSE? Full universe Master Data platform State of the art Analytics layer Decades refined Rules engine If you don’t make the tool, why would you make the fuel?
  19. 19. 19 Because we are pioneering smart data • Early days • We have started to invest heavily • We can’t do it on our own • We want to work with you! WHY ARE WE TELLING YOU THIS?
  20. 20. THANK YOU 20

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