Proposal for Customer Database Analysis by Vertical
Goal:
Provide preliminary actionable data for vertically targeted campaigns by analyzing the iContact customer database.
Estimated Duration of Project & Start Date:
3-4 Weeks, beginning April 28, 2008.
Cost:
$15,000 + SIC data append fee (~$1200). 50% due at start of project, remainder on completion.
Process:
The existing US customer database will be broken out by Standard Industry Code (SIC) to determine which vertical markets iContact is currently selling to. This data will be analyzed by revenue band and geography to gain insight into what types of customer will pay what for the company’s product. First pass analysis will focus on high level trends i.e. represented industries and revenues relative to those industries. A second pass analysis will be undertaken to compare those results by geography in order to identify clearly underserved markets. The results will be summarized in an executive report that will include actionable next steps to increase revenue from specific vertical markets.
Project Breakdown:
Phase 1: List preparation & processing (10-15%) Remove duplicates, insufficient records, non-US data etc Format address per vendor requirements for processing List vendor selection & management Provide list of incompletes to iContact for database cleanup Phase 2: Analysis & Data Mining (40-50%) Identify key broad & narrow verticals Explore verticals by price band Explore verticals by geography Explore verticals for top revenue customers Estimate penetration where possible (country-wide & regional) Phase 3: Generate Reports (25-35%) Produce executive presentation that summarizes key findings & identifies trends Identify top vertical opportunities Identify actionable steps to reach top verticals