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Extraprise Pathways Competition

Tara Dalrymple

Stephanie Gomez

Bryan Girffith

Michael Peer

Rider logo

Extraprise © 2011 Company Overview Slide 2

Table of Contents

Background

Assignment

Approach

Executive Summary

Detailed findings

Appendix


Assisting advisors in targeting useful ad-hoc campaign

leads to increase sales revenue

Matching demographics with best fit ad-hoc campaigns

– Campaigns are created through business insight

Problem:

Advisors are unable to pinpoint where revenue is coming

from and therefore must outsource data.

Background


Assignment

Analyze raw data from three ad-hoc campaigns to

determine where revenue is being earned

– Future targeting and planning of clients

– Potential on-going use in ad-hoc campaigns

– Create insight to influence marketing campaigns

– Assist to prioritize campaigns

– Specific markets within marketing plan

– Develop recommendations of which leads to follow

– Stimulate useful information within the business

environment for future use using technology and data

– Use excel to analysis and manipulate raw data


Approach

Independently focused on ad-hoc campaigns

– Each team member made multiple pivot tables

focused on one aspect of the data

• Bryan and Michael – new money

• Tara – leads compared to conversations

• Stephanie – accounts closed compared to

accounts opened

– Assumed that blanks and unknowns were unusable

• Additionally, if anything was unavailable we could

not use that information

– Excel pivot tables were used to analyze and

rearrange data

• In order to demonstrate data in a conducive way

percentages were calculated


Approach

Leads

AttemptsConversations

AcceptsProduction credit

Retention

New money

$$

Executive Summary


Executive Summary

Cross Sell Campaign

– Significant data from cross sell campaign indicates a

disproportionate amount of conversation rates between new money

accounts from 50-150+K

» The range of the conversation percentage was 80-100% while

the new money conversations were less than 1%

– Although the 10-20K accounted for 84% of new leads, they

represent 0% of new money conversations

– More females opened accounts between 3-6 months, and more

males opened accounts between 1-3 months after the lead was

presented

• Recommendations

– Focus more on the higher new money accounts from 50->150K

– For the smaller new money accounts (<10K & 10-20K) focus on

>50 years old


Executive Summary

Engagement Campaign

– The accounts for <10K for 20-30 year olds, have a 75% acceptance rate

but 0% of new money conversations

• The 50-60 year olds had a 99.8% attempted rate but <1%

conversation rate

– The >60 year old females opened a similar amount of accounts than

closed accounts (10-20K new money) mostly from tenure of 5-15 years in

the company

– The less than 10K for new money 50-60 year olds, 99.8% were attempted

but <1% had a conversations

• That also occurs from the 20-50K new money with >60 year olds

Recommendations

– Focus on 30-50 years olds

– Engagement works well for >60 years old except for new money accounts from 20-

50K

– This campaign also works well for 100-150K (Opened more accounts then closed)


Executive Summary

Cash Campaign

– Overall, females closed more accounts than opened

– Males predominantly opened more accounts than females –

25% average difference

– In females between 20-30 years old closed more accounts

than opened

– Males >60 years old, 22% of accounts were opened between

3-6 months after lead presented mostly from 10-20K new

money and >20 years with the company

Recommendations

– The new money accounts from 20-50K and 50-100K from 20-30 yr.

olds produce the highest gained revenue

– Cash Campaign worked best for males

Detailed Findings


Cross Sell Campaigns

<10K

10-20K

20-50K50-100K

100-150K

>150K

Leads

0.000%

20.000%

40.000%

60.000%

80.000%

100.000%

120.000%

Conversations

Conversations

Customers with 10-

20K new money

represent more than

84% of leads with

less then 20%

conversation rate.

Customers with 50-

>150K of new

money represent a

total of about 1% but

has a conversation

rate of 80-100%.


Cross Sell Campaign

0

0.05

0.1

0.15

0.2

0.25

0.3

Conversation

>60 years also

represents about

45% of New

Money

Conversations

A.<<20 Years, 8.45%

, 0

C. 20-30 Years, 21.94%

D. 30-50 Years, 48.59%

E. 50-60 Years, 15.69%

F. >60 Years, 0.00%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

A.<<20 Years

C. 20-30 Years

D. 30-50 Years

E. 50-60 Years

F. >60 Years

>60 year olds for 10-

20K have a

conversation rate of

about 24%, which is

10% higher then the

next highest

For <10K the 50-

60 age group

has 15% of

leads, with a

47%

conversation

rate which =25%

of new money

conversations


Cross Sell Accounts Opened/Closed

More females

opened accounts

between 3 to 6

months and more

males opened

accounts between

1 to 3 months.

>60 opened more

new accounts and

generated more new

money


Client Engagement Campaigns

A. <10K Leads Attempts Conversations AcceptsNew Money Conversations

A.<20 5.11% 69.80% 8.48% 68.97% 0.00%

C. 20-30 Years 16.84% 89.79% 8.82% 75.00% 27.59%

D. 30-50 Years 58.41% 88.37% 8.26% 68.95% 62.07%

E. 50-60 Years 17.27% 99.88% 0.12% 100.00% 10.34%

F. >60 Years 0.07% 28.57% 50.00% 100.00% 0.00%

Engagement works

well for 30-50 yrs.

Need to get more

leads for >60 yrs

(<1% of leads with

over 50%

conversation & 100%

Acceptance rate)

0.00%

100.00%

0.00% 0.00%0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

C. 20-30 Years

D. 30-50 Years

E. 50-60 Years

F. >60 Years

New Money Conversations

New Money Conversations


Engagement >60 years olds

Engagement works

well for >60 yrs old

(except for 20-50K)

50.00%

20.45%

0.06%

61.81%

25.41%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

<10K 10-20K 20-50K 50-100K 100-150K

Series1

0.73%

53.33%

0.00%

41.17%

48.33%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

<10K 10-20K 20-50K 50-100K 100-150K

Series1

>60 year olds have high

percentages of New

Money conversations

except <10K and 20-50K

which is reflected in the

graph above


Client Engagement

-More females opened accounts between 1 to 3 months after

the lead was presented

-More Males opened accounts between 3 to 6 months after

the lead was presented

-In general the percentage of males closing accounts was

higher than the percentage of females.

-In opening accounts between 1 to 6 months Males were 10%

higher than in females


Cash Campaigns

The new money

accounts from 20-

50K and 50-100K

from 20-30 yr. olds

produce the

highest gained

revenue


Cash Campaign

22% of accounts

opened in males

between 3 to 6

months were age

>60 yrs.

Males opened

more accounts

than closed in

comparison to the

females

Appendix


Appendix

The unknown has

great information

especially with

females (30-50yr.

10-20K) but

because we don’t

know how to target

those people it’s just

a waste of

information

Contact Information

Extraprise

321 Summer St. Boston, Ma

T: 617-880-4000

F: 617-880-4001

W: www.extraprise.com

Rider University

Cynthia Newman

[email protected]

609-895-5512

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