Marketelligent - Increasing B2B Customer Engagement via Targeted Cross-sell

1. Business Situation:
The client, a US based database publisher, has 12-15 specific products designed for Enterprise Markets. Products vary from repository of
research documents, tools that aid research processes; research documentation; databases that identify new technologies, and technology
partners; engineering, Oil and Gas, pharmaceutical and other domain specific databases. Higher versions of a product package are also
available. Corporate clients that are research oriented subscribe to some products, and not to others due to lack of need and/or awareness.
The Task:
To build a cross-sell strategy that identifies customers with a propensity to buy a specific product in addition to their current portfolio. To build
an up-sell strategy that identifies customers with a propensity to upgrade current products to higher versions. The exercise consisted of
scoring both the customer and each product with respect to the customer’s profile and life-cycle.
Analytical Framework:
The analytical framework was built using Market Basket principles. A scoring model was then developed to evaluate each Customer, followed
by evaluation of each product with respect to the Customer.
The Result:
• Cross-sell and up-sell recommendations implemented by business in a targeted fashion
• Revenues from current customers increased by 18% in Q1 and Q2 2013 as compared to the same period last year
• The Marketing team now uses the Cross-sell framework as an enabler in setting new Account Expansion strategies
Analytics in Action
Increasing B2B Customer Engagement via Targeted Cross-sell
Client: Leading Business Database Publishing House

2. YOUR PARTNER FOR
DATA ANALYTICS SERVICES
MANAGEMENT TEAM
GLOBAL EXPERIENCE.
PROVEN RESULTS.
Roy K. Cherian
CEO
Roy has over 20 years of rich experience in marketing, advertising and media
in organizations like Nestle India, United Breweries, FCB and Feedback
Ventures. He holds an MBA from IIM Ahmedabad.
Anunay Gupta, PhD
COO & Head of Analytics
Anunay has over 15 years of experience, with a significant portion focused
on Analytics in Consumer Finance. In his last assignment at Citigroup, he was
responsible for all Decision Management functions for the US Cards
portfolio of Citigroup, covering approx $150B in assets. Anunay holds an
MBA in Finance from NYU Stern School of Business.
Buck Chintamani
EVP, Strategic Initiatives & Business Development
Buck has extensive experience working with global clients across sectors.
He was an early employee at Infosys, a founding team member at supply-
chain software startup - Yantra, and part of the management team at RFID
sector startup - Reva. Most recently, he was the Vice-President for Service
Partner Strategy and Programs at product lifecycle management software
company, PTC. Buck has an MBA from IIM Ahmedabad.
Kakul Paul
Business Head, CPG & Retail
Kakul has over 8 years of experience within the CPG industry. She was
previously part of the Analytics practice as WNS, leading analytic initiatives
for top Fortune 50 clients globally. She has extensive experience in what
drives Consumer purchase behavior, market mix modeling, pricing &
promotion analytics, etc. Kakul has an MBA from IIM Ahmedabad.
ADVANCED ANALYTICAL SOLUTIONS
MARKETELLIGENT, INC.
80 Broad Street, 5th Floor, New York, NY 10004
1.212.837.7827 (o) 1.208.439.5551 (fax) info@marketelligent.com
CONTACT www.marketelligent.com
Industry Business Focus Tools and Techniques
Consumer Finance Investment Optimization SAS, SPSS, R, VBA
Credit Cards Revenue Maximization Cluster analysis
Loans and Mortgages Cost and Process Efficiencies Factor analysis
Retail Banking & Insurance Forecasting Conjoint analysis
Wealth Management Predictive Modeling Perceptual maps
Consumer Goods and Retail Risk Management Neural Networks
CPG & Retail Pricing Optimization Chaid / CART
Consumer Durables Customer Segmentation Genetic Algorithms
Manufacturing and Supply Chain Supply Chain Management Support Vector Machines
High Tech OEM’s Sentiment Analysis
Automotive
Logistics & Distribution