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An Introduction to SIGMA Marketing Group
How SIGMA Can Support Clients with Insights and Customer Engagement
04/10/2023 2Confidential © SIGMA Marketing Group 2010
B2BConsumerProducts & Services
FinancialServices
Technology & Telecom
Insurance &
Healthcare
SIGMA Overview and Client Experience
• SIGMA’s Corporate headquarters is located in Rochester, NY
• Founded in 1985
• SIGMA is a privately held, limited liability corporation
• Employs 70+ full-time employees
• Our technology center is a Tier I facility and is SAS 70 Certified
Confidential © SIGMA Marketing Group 2010
SIGMA’s Mission
Page 3
04/10/2023
+
Making it work.
Technology Strategy+Analytics
Making it work — to engage your customers and prospects.
4Confidential © SIGMA Marketing Group 2010
Serving Client’s Pressing Marketing Needs
04/10/2023
Acquisition
RetentionCustomer Growth
Campaign Management
Sales Enablement
Analytics + Technology +
Strategy
5Confidential © SIGMA Marketing Group 2010
Analytics EngagementStrategy
Using marketing research and
statistical methods to pinpoint the right
audiences and uncover key selling
insights
Strategic programs built off customer insights
delivered in a 1:1 fashion
to customers and prospects
Using marketing technology to optimize and
automate delivery of marketing messages for progressively higher results
SIGMA’s Go-to-MarketApproach
04/10/2023
04/10/2023 6Confidential © SIGMA Marketing Group 2010
An End-to-End Marketing Optimization Process
Customer Intelligence
EngagementStrategy
Data Hygiene and DB Management
Marketing Analytics & Modeling
Business Rules & Knowledge Assets
Multi-SegmentMessaging
Multi-channel Campaign Design
Targeting and Testing
Campaign Management
Response Mgmt & Nurturing
BI Reporting and Recommendations
Confidential © SIGMA Marketing Group 2010
SIGMA’s Technology BlueprintEnabling Technologies for Integrated Marketing
Solutions
04/10/2023 7
• Static Report Delivery
• Ad Hoc Report Creation & Sharing
• Dashboards
Business Intelligence
Reporting Portals
Market Miner Analytical
Environment
Data QualityEnvironment
• Pre-Processing
• Data Cleansing
• Match/Merge
• Householding
• Post-Processing
• Suppressions
• Enhancement
Customer
Database
• Data repository• Data processing• List processing
MarketingData Mart,
Business Rules Database Server
• Predictive Models• Propensity Scores
and Profiles• Activity Reports
Messaging Engines
Customer SatData
MarketingData
Sales or Transaction
Data
CustomerData
• Direct mail• Email• SMS• RSS
• Messaging Delivery• Extracts • Results/Activity
Reports
Campaign Management
Prospect DatabaseB2B and B2C
Third PartyData
PartnerData
On-lineData
8Confidential © SIGMA Marketing Group 2010
Building Customer Insights to Drive Strategy
• SIGMA Supports four kinds of analytics
• Our analytical team works closely with strategists to create maximum return from intelligence findings
04/10/2023
•Data Mining•Statistical Analysis•Modeling•Segmentation
Predictive Analytics
•Reporting•Dashboards•Visualization•Alerts
Business Intelligence
•Optimization•Forecasting•Simulations & Pro formas•Testing
Marketing Analytics
•Web Analytics•Behavioral Targeting•Revenue AttributionOnline
Analytics
04/10/2023 9Confidential © SIGMA Marketing Group 2010
Leveraging Customer Intelligence
04/10/2023 10Confidential © SIGMA Marketing Group 2010
SIGMA Creative Advantage
• Integrating multi-channel messaging• Incorporate customer knowledge: attitudes and perceptions as well as transactions and
behavior. Relevance is key.• Balance both:
– Brand value: RTBs (reasons to believe)– Conversion techniques: target, offer, format, channel, timing– Testing, testing, testing
04/10/2023 Confidential © SIGMA Marketing Group 2010
Multi-Channel Messaging
Managing 1:1 Messaging Touch points
• Direct Mail: SIGMA developed, printed and mailed over 150 million pieces of direct mail in the last 18 months.
• Email: SIGMA designs and manages complex, personalized email campaigns.
• Web: SIGMA designs, hosts and manages web micro-sites and portals designed to deliver measurable interactions with our clients customers
• Mobile Messaging : End to end management of promotional campaigns delivered through text.
Page 11
04/10/2023 12Confidential © SIGMA Marketing Group 2010
ChannelSMARTTM
SIGMA’s Multichannel Marketing Solution
• An online engine for campaign creation, messaging execution and measurement
• Cuts the complexity and cost of multi-channel messaging
04/10/2023 13Confidential © SIGMA Marketing Group 2010
Closed Loop Measurement For Every Campaign
• SIGMA approaches every solution with the objective of maximizing results for our clients. Three types of reporting help us measure success.– Results Reporting shows progress on an
initiative, usually quantitative.
– Campaign Analyses • Measurements for overall campaign ROI
that include program and marketing strategy recommendations
– Dashboard reporting• Gives our clients easy visibility to success
metrics and results that can be shared in their organization
Campaign Analyses
Reporting
Dashboards
04/10/2023 14Confidential © SIGMA Marketing Group 2010
SMART Marketing+ Technology Solutions Delivering ROI – Examples across industries
Direct mail programs to improve new customer acquisition and cross sell across 700 stores
Portals, Data, Analytics and Marketing Programs to support over 5000 sales people and hundreds of agent businesses
Multi-segment, multi-channel message testing with predictive modeling for acquisition mailing programs
Database, data, analytics and direct marketing programs to support over 1000 company owned stores and licensees across
North America
Integrated automated marketing programs to support new customer acquisition for 400+ affiliates
Testing and Analytics to drive acquisition and renewals
Acquisition savings of $1.5M. Response rates up 49-70%
Single Program Savings of $300,000, Beat Controls by 20%
Delivered $100 Million Retention Opportunity
Attrition reduced by 40%, revenue gains of $55 Million
58% higher response over previous mail
15% lift in response, 17% lift in ROI