Data-driven campaigns
for success you can measure

Data-driven campaigns
for success you can measure

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Data > Knowledge > Campaigns > Success

Con­vert your cus­tomer data into cus­tomer knowl­edge and ex­e­cute mar­ket­ing cam­paigns with­out hir­ing.
Quick­ly in­crease cus­tomer val­ue: ac­quire faster, re­tain longer, sell more.

Data Management

Data cre­ation, in­clud­ing tar­get ac­count seg­men­ta­tions (e.g. size, buy­ing pow­er), clas­si­fi­ca­tions (cus­tomer en­gage­ment and jour­ney) and buy­ing cen­ter per­sonas.

Campaign Management

  • De­vel­op­ment of de­mand gen­er­a­tion process­es
  • Plan­ning week­ly ac­tiv­i­ties
  • Re­al­iza­tion of the mar­ket­ing cam­paigns

Performance Management

  • In­di­vid­ual re­port­ing sys­tems
  • KPIs of in­di­vid­ual mea­sures
  • Struc­tured ac­cord­ing to cus­tomer seg­ments, sales ter­ri­to­ries and key cus­tomers

Marketing campaigns with measurable results

  • You want your ac­tiv­i­ties to be based on in­formed de­ci­sions?
  • You are look­ing for tools to mea­sure your busi­ness re­sults?
  • You wish to im­prove your com­pet­i­tive edge step by step?

Cor­ven­dor will as­sist you to

  • Se­lect your data sources and the right data with­in
  • Cre­ate your data plat­form
  • As­sess the qual­i­ty of your data
  • En­rich your data and pre­pare it for the process of data col­lec­tion and analy­sis
  • Dis­cov­er busi­ness-rel­e­vant pat­terns and rules in your data
  • Ex­e­cute data-dri­ven cam­paigns based on all these in­sights

You will achieve the fol­low­ing re­sults

  • Get to know your cus­tomers bet­ter
  • Im­prove cus­tomer ex­pe­ri­ence
  • Ac­quire new cus­tomers in a cost-op­ti­mized way
  • Pre­vent ex­ist­ing cus­tomers from leav­ing
  • De­ter­mine the val­ue of loy­al cus­tomers and in­crease it through cross-sell­ing

Do you want to control your business processes optimally? Predictive Analytics makes it possible!

8 steps to increase customer value

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Segmentation: identifying and choosing accounts for your marketing campaigns

Seg­men­ta­tion is the first step for choos­ing tar­gets. De­pend­ing on your spe­cif­ic ob­jec­tive (ac­qui­si­tion, re­ten­tion, growth), we are go­ing to tar­get a set of ac­counts with cer­tain cri­te­ria.

These cri­te­ria in­clude whether you ad­dress ex­ist­ing or po­ten­tial­ly new cus­tomers, com­pa­ny sizes, ver­ti­cal in­dus­tries and more de­mo­graph­ic data. Your seg­men­ta­tion will get more fo­cused by tak­ing more fac­tors into ac­count.

We en­rich your seg­men­ta­tion by pre­dic­tive mod­el­ling.

The more com­plex your seg­men­ta­tion the small­er the size and the eas­i­er you will be able to reach the con­tacts in an in­di­vid­ual way.

Persona: presenting the right content at the right time to the right audience through the right channel

We will put you in the po­si­tion to per­son­al­ize your mes­sages when com­mu­ni­cat­ing with in­di­vid­u­als. Per­sonas are clas­si­fied by cer­tain cri­te­ria which they have in com­mon: po­si­tions, gains, pains, com­mu­ni­ca­tion chan­nels.

We will cre­ate buy­er per­sonas by re­view­ing leads and cus­tomer pro­files in your CRM, en­rich data through data providers and talk­ing to your sales de­part­ment.

De­liv­er­ables:

  • Con­tent map: who is in­ter­est­ed in which con­tent?
  • Chan­nel map: which per­sonas are open to re­ceive mes­sages through which chan­nels?
  • Cus­tomer jour­ney map: which con­tent sat­is­fies best which lev­el in the buy­ing process?
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Data Platform: your central location for information upload and knowledge download

Why use data for in mar­ket­ing?

  • You will re­place in­stinc­tive and emo­tion­al de­ci­sions by in­formed de­ci­sions. This will make your mar­ket­ing cam­paigns mea­sur­able and com­pa­ra­ble.
  • Your data plat­form is the ba­sis for in­di­vid­ual mes­sages, thus, will help to in­crease cus­tomer ex­pe­ri­ence.

We sup­port you with the fol­low­ing ac­tions

  • Build a clean, ro­bust and re­li­able con­tact data­base
  • De­fine a data mod­el com­prised of CRM, ERP, en­gage­ment and cam­paign data
  • En­rich with 3rd- par­ty data
  • Your data plat­form will be ready for be­spoke analy­sis, dash­boards and vi­su­al­iza­tion
  • Data ac­ti­va­tion for cam­paigns

KPIs: measuring the business impact of your marketing campaigns

KPIs will be de­fined and mea­sured for your mar­ket­ing cam­paigns

  • Mar­ket­ing KPIs: count­ing events per time and cost per ac­tiv­i­ty, e.g. clicks per day, we­bi­nar par­tic­i­pants, cost per lead. Goals: re­duce cost and in­crease the num­ber of events. They will in­form your mar­ket­ing de­part­ment about buy­er be­hav­iors in var­i­ous chan­nels.
  • Rev­enue KPIs: New­ly cre­at­ed op­por­tu­ni­ties and mar­ket­ing pipeline. This in­cludes the break-down into pre-de­fined seg­ments like ver­ti­cals.
  • Op­er­a­tional KPIs: con­ver­sion of se­lect­ed tar­gets into leads. This tells you some­thing about how well mar­ket­ing op­er­a­tions (or who­ev­er did the se­lec­tion) is aligned with mar­ket­ing. At the far end we will mea­sure the re­jec­tion rate by sales.
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City by night with cars as a stream of red light

Blueprints: the architectural foundation for successful marketing campaigns

The blue­print of a cam­paign, or rather, the port­fo­lio of all the blue­prints of your cam­paigns are hold­ing the pieces to­geth­er. Over time all your cam­paign blue­prints in­clud­ing plan­ning and launch­ing of your cam­paigns will have the same for­mat.

Cor­ven­dor sup­ports you in

  • Prepar­ing a de­tailed project plan for in­di­vid­ual cam­paigns. This will in­clude con­tent / au­di­ence map­ping, tar­gets, re­sources, cost and, tim­ing.
  • The in­di­vid­ual plans com­bined to form a he­li­copter view of all ac­tiv­i­ties

In­di­vid­ual plans are for mar­ket­ing to suc­cess­ful­ly ex­e­cute. The big pic­ture demon­strates how your organization’s strate­gic goals are aligned with the go-to-mar­ket set­up.

Scoring: watch your universe expand

Scor­ing means giv­ing points to con­tacts and ac­counts and mea­sure the changes be­fore and af­ter the ac­tiv­i­ty.

Adding points are trig­gered by en­gage­ments like the down­load of a white pa­per or par­tic­i­pa­tion in a we­bi­nar. The scor­ing val­ue will then fur­ther de­pend on char­ac­ter­is­tics such as size / po­ten­tial / propen­si­ty of an ac­count or con­tact.

The in­crease of the to­tal score for all the par­tic­i­pants of a cam­paign is a di­rect mea­sure for the suc­cess. It puts you in the po­si­tion to com­pare the im­pact of a cam­paign with re­spect to a goal like ac­qui­si­tion or growth.

Scor­ing also serves the pur­pose of “what to do next” (nur­tur­ing). Ex­am­ple: have a con­tact called by tele­mar­ket­ing once she reached a pre-de­fined thresh­old.

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Dashboards: visualizing your success

The art of data prepa­ra­tion is to iden­ti­fy the five most im­por­tant met­rics to fo­cus on. These are uni­ver­sal­ly ap­plied to all cam­paigns. The week­ly suc­cess com­pared to the plan and key met­rics present the de­tails of your seg­ments: cus­tomer rat­ings, in­dus­tries, chan­nels, re­gions.

NB: Deep mar­ket un­der­stand­ing is the foun­da­tion of an ef­fi­cient vi­su­al­iza­tion!

Analytics: making more business sense out of your data

An­a­lyt­ics is about turn­ing your data into knowl­edge. An­a­lyt­ics is also re­ferred to as busi­ness in­tel­li­gence (BI), pre­dic­tive mod­el­ling, data min­ing, etc.

We will de­tect rules and pat­terns in your data. The find­ings will sup­port you in un­der­stand­ing your cus­tomers and the mar­kets bet­ter and thus tar­get the right au­di­ence by your mar­ket­ing ac­tiv­i­ties. It is im­per­a­tive to un­der­stand that there is more to it:

  • It is a cyclic busi­ness process: the learn­ings from ex­ist­ing data will mo­ti­vate ac­tion. The ac­tions will cre­ate more data.
  • Math­e­mat­i­cal ex­per­tise is equal­ly im­por­tant as the business/marketing ex­per­tise
  • We de­ploy a good por­tion of of­ten-un­der­es­ti­mat­ed cre­ativ­i­ty
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The benefits of a Corvendor marketing campaign

Tailored presentations of your results that visualize your metrics and measure pipeline / revenue

Closer coordination between your sales and marketing departments

Continuous supply of high quality leads  to your sales team

Increase the return on investment through continuous learning and adjustments in the planning and execution cycles

An optimized mix of strategic, tactical and operational metrics to make the budget profitable