On a fixed fee basis, Massini Group will accurately apply firmographic, corporate hierarchy and consolidated purchase history data to a customer master and utilize predictive analytics to project spend for prioritizing acquisition, cross sell and up sell activities.
A great deal of good can be done with any of the growingly common forms of statistical extrapolation or predictive analytics such as :
- projected account spend / profitability ;
- propensity to buy / respond / be the decision-maker ;
- touch combination correlation to sales success ;
- lead scoring via multivariate correlation analysis.
However, there is risk in blindly conjuring up numbers on which your entire sales strategy or lead generation process would hinge.
Massini Group addresses the opportunity to use predictive modeling to improve process function based upon the following guiding principles :
- assure a high degree of accuracy in assignment of firmographic data appended to the input data sets - your customer master list ;
- choose a modeling technique that can be used within your comprehensive marketing universe - a highly accurate model based upon variables that are impossible to acquire for large numbers of prospects is not useful ;
- choose a modeling method that is the simplest possible way to achieve the intended objective - more complex methods are more sensitive and more prone to errors ;
- use simple, quick and inexpensive methods early in the process to prove the efficacy of the approach, make quick wins and win over skeptics - leave the complexity to later iterations once your constituents are bought in ;
- always validate the results via correlation to the actual results that the model is supposed to predict.
For projects of this type, Massini Group spends about 50% of the time on getting the inputs right. Massini Group insists on deterministic validation of all appended data from commercially available business reference sources and a minimum input data population rate of 90%.
At the account / site level, Massini Group commonly achieves these levels of accuracy with a combination of :
- commercial vendor matching / data appends ;
- after-the-fact Massini Group proprietary match validation ;
- manual research and appending firmographics to previously unmatched records.
At the contact and response level, Massini Group builds highly accurate and auditable mappings of titles to function and organization level and campaign responses to message direction and relationship status.