In regions where data are less complete, like Latin America, a descriptive approach offers a very cost-effective way to reveal what the size of the prospective market might be. In fact, such an approach may be the only feasible approach depending on fill rates in the database.

Once identified, this population of prospective sites or look-alikes can then be pulled from the database, matched with a contact database or passed to a call center for verification of firmagraphics, contact details and technology usage.

TUDLA’s Latin America database

As we discussed in a previous post, TUDLA maintains a database of over 1 million business sites in Latin America and the Caribbean. The data include basic firmagraphics (company name, address, URL) and expanded firmagraphics where available (employee counts, industry and revenue). Also, indicators of what technology may be used at these business site are available.

TUDLA also offers free access to the data through interactive Tableau dashboards. This allows users to explore the data at an aggregate level and get a sense of TUDLA’s coverage. It also allows users to perform their own descriptive look-alike analysis.

Descriptive look-alike analysis

As a simple example, suppose I am SAP and I want to know how many prospective customers there might be for an SAP branded ERP offering in Brazil. (Alternatively, I could be an SAP ERP competitor and I am looking for possible SAP customer sites for a competitive kill campaign). Consider the following screenshot from TUDLA’s interactive Tableau dashboard.

TUDLA’s database shows (lower left-hand corner) that there are 2,828 sites in Brazil that are known to have SAP ERP. And the charts show the characteristics of these sites (i.e. the employee, revenue and industry distributions).

Also in the left-hand corner is shown that there are 424,693 sites in Brazil that share the same characteristics (employee count, revenue size and industry) as these 2,828 sites known to have SAP ERP (i.e. these are SAP’s look-alikes). So, this is the size of the prospective market for SAP in Brazil.

Further refinement to a specific firmagraphic, say, revenue size, will more narrowly focus the prospective market. For example, suppose SAP is only interested in sites with enterprise revenue greater than $50m. In this case, the prospective market size is reduced to 19,144 sites, nearly 50% of which are in the manufacturing industry (see below).

Interactive visualization

Interactive visualization is an excellent way to get a comprehensive view of exactly what is in your database. Lack of coverage in firmagraphics, geographies and other business attributes, such as technology presence, can quickly become apparent.

Moreover, it can be used, as in the case of TUDLA, to examine your look-alike market. You can quickly and cost-effectively (don’t need to pay to have a predictive model built) see the size of your prospective market based on the characteristics of your current customers.

Are your sales territories aligned as they should be?  With just a few clicks, an interactive visualization can provide the answer.

For more information on providing an interactive visualization for your data, give us a shout.

KDD Analytics is providing analytical services to TUDLA.

The post Finding B2B “Look-Alikes” in Latin America appeared first on KDD Analytics.

ZIP Pointe Market Sizer offers a quick and comprehensive way for B2B marketers to estimate the relative potential size of US private sector markets.  Offered as Tableau dashboards, ZIP Pointe Market Sizer is based on the most current US Census data from over 7 million private sector employers.  Users can determine the potential size of B2B markets starting at the state level and then drill down into metropolitan areas and their constituent 5-digit ZIP Codes.

Current measures of market potential are payroll, revenue and revenue from e-commerce.  Industry detail is available at both the 2 and 3-digit NAICS level.  Nine employee size ranges further refine market potential estimates.  Trend data on employees, sites and $ metrics cover the most recent 3 years.

Assess Relative Market Potential

The best use case for ZIP Pointe Market Sizer is directional and relational guidance as to which markets may hold the highest potential for B2B offerings.  Rank sorting markets can provide insight into whether, for example, sales territories are aligned with where potential opportunity resides.

ZIP Pointe Market Sizer allows users to filter their analysis by employee size, industry and $ metric (revenue, payroll and e-commerce revenue) as well as by geography.  Trends can be filtered to show CAGR over the last 1 to 2 years.

The free version of ZIP Pointe Market Sizer is fully functional and allows users to fully interact with data spanning the entire US Census business ZIP Code file.

KDD Analytics also offers an enhanced version of ZIP Pointe Market Sizer which includes additional measures of market potential (e.g. spending on information technology), additional years of data and access to the underlying, ZIP Code level data.  We can also customize ZIP Pointe Market Sizer to include measures based on user-supplied sales as well as user-requested functionality.  Please contact us for further information.

Ready to try?  Give it spin and let us know what you think.  Access ZIP Pointe Market Sizer here.

The post Free Access to ZIP Pointe Market Sizer appeared first on KDD Analytics.

Procrastinator?  Maybe.

But one key section of your financial competitive intelligence report is hampered by a lack of standardization in SEC filings.  Moreover, you are struggling with pulling together the financials in a consistent way.   And you still need to make them visually accessible, providing the board with a requested “what-if” analysis capability.

Time is running out…”there must be a better way”.

The State of Financial Competitive Intelligence

Financial data on your U.S. public competitors come from SEC filings (10q/10k) or from data aggregators such as FactSet, Edgar Online, Thomson Reuters and Bloomberg, often in multiple spreadsheets.

But now what?

You may need to standardize these data across companies and reporting periods.  You need to present the data in a visually digestible manner; often to people using different devices (desktop, tablet, mobile).  You need to repeat this process at least every quarter using a consistent visual format.  And you need to be able to deliver several days before a meeting.

This is a tall order for resource constrained competitive intelligence departments.

As a result, “burning the midnight oil” sessions are not uncommon.

So How Do You Avoid This Last Minute Crunch?

Without hiring on more resources, you can achieve this by using a solution that:

• Has taken care of the data standardization issues;
• Has developed the visuals, charts and scenario capability;
• Can update these visuals on a recurrent, frequent and consistent manner;
• Is available 24/7;
• Provides the option to drill down (in real time) to the supporting SEC filings and transcripts.

Then you can focus on what is important, well before the board is scheduled to meet: data insights, trend and contextual analysis.

Boulder Competitive Intelligence (BCI)

Together with our partners ai-one, and Boulder Equity Analytics, KDD Analytics is offering a financial competitive intelligence solution powered by Tableau.

BCI is a set of more than 30 presentation ready, interactive dashboards.

These dashboards display financial competitive intelligence data and KPIs for your company.  And for other public companies critical to your business ecosystem.  All in a consistent, standardized, up-to-date and easily digestible manner.

This unique Analytics as a Service (AaaS) combines data, domain expertise, technology and a secure online portal.  It simplifies your work, speeds up your deliverables and reduces your cost.

Using the financials to spot issues and trends, the AI engine powers drill-downs to the disclosure text in the filings.  You no longer need to pull up a 10k and look for the narrative.

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