A presentation to the CMO
Benefits for the CMO
 Increase our company’s market share by 2 points in the
next 24 months.
 Improve our market segmentation by 25% in next 12
months.
 Increase our brand awareness in target markets by 15%
in the next 24 months.
Data Analytics Project Description
 Use new Data Analytics software to analyze our
existing customer accounts data to discover as yet
unknown insights to better customer profiling.
 Use these new insights to improve market
segmentation resulting in improved brand awareness
and increased market share.
 Stretches our existing marketing budget farther giving
us a bigger bang for the marketing buck.
 Provides us with a strategic competitive advantage over
our competition who are not using Data-Analytics.
Case Studies
 Our largest competitor, XYZ Corp., has just published
a case study that claims they experienced a 3
percentage point increase in their market share over
the last two years due primarily to their use of Data
Analytics.
 Our new Data Analytics vendor claims an average of 4
point increase in market share for companies with
similar size to us when they use Data Analytics.
Video Explanation
 SAS explains Data Analytics
How You can Help
 Approve access to our customer accounts data for the last five




years.
Be involved with our analysts when we start producing new
customer profiling insights to help us identify which ones are
likely to be most useful to you.
Use the Data Analytics results to modify your marketing efforts
so we can take maximum advantage of this new business
intelligence.
Become a co-owner of this project with the CIO and provide
$500K out of the marketing budget to help fund this project.
Assist us in estimating the increased profit to our company from
achieving the estimated benefits from increased market share.
Review of Project Benefits
 Increase our company’s market share by 2 points in the
next 24 months.
 Improve our market segmentation by 25% in next 12
months.
 Increase our brand awareness in target markets by 15% in
the next 24 months.
Can we count on your support for this project?
A Presentation to the V.P. of Sales
Benefits for Sales
 Increase our sales by $25M per year beginning next
year.
 Increase our brand awareness in target markets by 15%
in the next 24 months making it easier to close bigaccount sales.
Data Analytics Project Description
 Use new Data Analytics software to analyze our
existing customer accounts data to discover as yet
unknown insights to better customer profiling.
 Use these new insights to improve market
segmentation resulting in improved brand awareness
and increased sales.
 Stretches our existing marketing budget farther giving
us a bigger bang for the marketing buck.
 Provides us with a strategic competitive advantage over
our competition who are not using Data-Analytics.
Case Studies
 Our largest competitor, XYZ Corp., has just published
a case study that claims they experienced a 3
percentage point increase in their market share over
the last two years due primarily to their use of Data
Analytics. This is why their revenues have increased by
$60M over that last two years.
 Our new Data Analytics vendor claims an average of
4% increase in annual sales for companies with similar
size to us when they use Data Analytics.
Video Explanation
 SAS explains Data Analytics
How You can Help
 Support the use of our customer accounts data (for the last
five years) so we can discover new insights into customer
buying patterns.
 Be involved with our analysts when we start producing new
customer profiling insights to help us identify which ones
are likely to be most useful to you.
 Work with the CMO to modify your sales strategy so we
can take maximum advantage of this new business
intelligence.
 Assist us in estimating the increased profit to our company
from achieving the estimated benefits from increased
market share and revenues.
Review of Project Benefits
 Increase our sales by $25M per year beginning next
year.
 Increase our brand awareness in target markets by 15%
in the next 24 months making it easier to close bigaccount sales.
Can we count on your support for this
project?
A Presentation to the COO
Benefits for Sales
 Increased demand for our products by 4% beginning 6
months after implementation of this new project. This
should result in about a 2% decrease in average
production cost per item.
 Increase our customer satisfaction by 10% in next 18
months resulting primarily from better customer
profiling and target marketing.
Data Analytics Project Description
 Use new Data Analytics software to analyze our existing




customer accounts data to discover as yet unknown insights
to better customer profiling.
Use these new insights to improve market segmentation
resulting in improved brand awareness and increased sales.
Stretches our existing marketing budget farther giving us a
bigger bang for the marketing buck.
Provides us with a strategic competitive advantage over our
competition who are not using Data-Analytics.
Higher production results in lower average cost per
manufactured item.
Case Studies
 Our largest competitor, XYZ Corp., has just published a
case study that claims they experienced a 3 percentage
point decrease in their per item production costs over the
last two years due primarily to their use of Data Analytics.
This is why their gross margins have increased by 3% over
that last two years.
 Our new Data Analytics vendor claims an average of 4%
decrease in per item manufacturing costs for companies
with similar size to us when they use Data Analytics.
 Industry case studies suggest an increase of about 12% in
customer satisfaction for those companies like ours who
use Data Analytics.
Video Explanation
 SAS explains Data Analytics
How You can Help
 Support the use of our customer accounts data (for the
last five years) so we can discover new insights into
customer buying patterns.
 Be prepared to increase your production and
warehousing by up to 4% in 6 months.
 Assist us in estimating the increased profit to our
company from achieving the estimated benefits from
increased market share and revenues.
Review of Project Benefits
 Increased demand for our products by 4% beginning 6
months after implementation of this new project. This
should result in about a 2% decrease in average production
cost per item.
 Increase our customer satisfaction by 10% in next 18
months resulting primarily from better customer profiling
and target marketing.
Can we count on your support for this project?
A Presentation to the CFO
Benefits
 Increased profits of about $3.5M per year beginning 12
months after project implementation.
 This project has an estimated I.R.R. of about 85%.
Data Analytics Project Description
 Use new Data Analytics software to analyze our existing




customer accounts data to discover as yet unknown insights
to better customer profiling.
Use these new insights to improve market segmentation
resulting in improved brand awareness and increased sales.
Stretches our existing marketing budget farther giving us a
bigger bang for the marketing buck.
Provides us with a strategic competitive advantage over our
competition who are not using Data-Analytics.
Project cost of about $1M over next two years resulting in
an increase of about $7M in profits for the same period.
Case Studies
 Our largest competitor, XYZ Corp., has just published
a case study that claims they experienced a 3
percentage point increase in their sales and profits for
last two years—their claim is this is due primarily to
new Data Analytics efforts.
 Our new Data Analytics vendor claims an average of
4% increase in both sales and profits for companies
with similar size to us when they use Data Analytics.
 Typical Data Analytics project I.R.R.s for companies of
about our size range from 65% to 150%.
Video Explanation
 SAS explains Data Analytics
How You can Help
 Support the use of our customer accounts data (for the
last five years) so we can discover new insights into
customer buying patterns.
 Authorize the use of $500K of marketing budget being
redirected into this project.
 Authorize the additional increase of $500K in the I.T.
budget so we can fully fund this project. (Project cost
is estimated to be about $1M.)
Review of Project Benefits
 Increased profits of about $3.5M per year beginning 12
months after project implementation.
 This project has an estimated I.R.R. of about 85%.
Can we count on your support for this project?
A presentation to the CEO
Benefits for the CEO
 Increase our earnings per share of about 7 cents per share.
This should correspond to about a $4 per share increase in
stock price over each of the next couple years.
 The above results from:
 Improved market segmentation and increased market share.
 2% increase in revenues and profits over next couple years.
 More efficient production resulting in improved P&L gross
margins.
Data Analytics Project Description
 Use new Data Analytics software to analyze our
existing customer accounts data to discover as yet
unknown insights to better customer profiling.
 Use these new insights to improve market
segmentation resulting in improved brand awareness
and increased market share and increased revenues.
 Provides us with a strategic competitive advantage over
our competition who are not using Data-Analytics.
 Improved P&L comes from increasing production
without corresponding increases in production
overhead costs.
Case Studies
 Our largest competitor, XYZ Corp., has just published
a case study that claims they experienced a 3
percentage point increase in their market share over
the last two years due primarily to their use of Data
Analytics.
 This resulted in increase of profits of about 4%. For
them that was an increase of $5.4M in profits per year
resulting in sustained earnings increase of 15 cents per
share. This is probably mostly why their stock price
increased $5.25 per share last year.
Video Explanation
 SAS explains Data Analytics
How You can Help
 Approve access to our customer accounts data for the
last five years.
 Communicate this strategic move to our board of
directors and the investor community when you think
the time is right.
 We have asked the CFO for an additional $500K in the
I.T. budget to help fund this project. We would
appreciate your support of this new funding request.
Review of Project Benefits
 Increase our earnings per share of about 7 cents per share.
This should correspond to about a $4 per share increase in
stock price over each of the next couple years.
 The above results from:
 Improved market segmentation and increased market share.
 2% increase in revenues and profits over next couple years.
 More efficient production resulting in improved P&L gross
margins.
Can we count on your support for this project?