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 ActionIncreasing B2B Customer Engagement via Targeted Cross-sell

Client: Leading Business Database Publishing House

YOUR PARTNER FOR

DATA ANALYTICS SERVICES

MANAGEMENT TEAMGLOBAL EXPERIENCE.

PROVEN RESULTS.

Roy K. CherianCEORoy has over 20 years of rich experience in marketing, advertising and mediain organizations like Nestle India, United Breweries, FCB and FeedbackVentures. He holds an MBA from IIM Ahmedabad.

Anunay Gupta, PhDCOO & Head of AnalyticsAnunay has over 15 years of experience, with a significant portion focusedon Analytics in Consumer Finance. In his last assignment at Citigroup, he wasresponsible for all Decision Management functions for the US Cardsportfolio of Citigroup, covering approx $150B in assets. Anunay holds anMBA in Finance from NYU Stern School of Business.

Buck ChintamaniEVP, Strategic Initiatives & Business DevelopmentBuck 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 RFIDsector startup - Reva. Most recently, he was the Vice-President for ServicePartner Strategy and Programs at product lifecycle management softwarecompany, PTC. Buck has an MBA from IIM Ahmedabad.

Kakul PaulBusiness Head, CPG & RetailKakul has over 8 years of experience within the CPG industry. She waspreviously part of the Analytics practice as WNS, leading analytic initiativesfor top Fortune 50 clients globally. She has extensive experience in whatdrives 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