Virtual DBS VProfile Penetration Analysis
Company XYZ
Nationwide B2B Profile
Waterfall Report
GeoFootprint Business Universe Count:
20,965,579
Total Client Count:
Deliverable Addresses:
251,652
251,556
Unique Client Records:
139,426
Unique Appended Count:
79,046
Unique Match Rate:
Records Used In Profile:
57%
73,065
Matching to Firmagraphics: A waterfall report in this context is a summary of what occurs with customer records as they go through the enhancement
process (match and append firmagraphics from our multi-source data files). Only matched records can be included in the profiling. For this project, we
loaded all customer records and succeeded in matching-and-appending demographics to a statistically significant amount of records, producing strong
statistical reliability within the profile.
Sample Comparison: The defined universe is based on a nationwide universe dynamically created from your customer base. This universe is based on
statistically significant SIC4 Codes.
Interpreting the Report: In the following charts Green Bars are a Go and indicate significant over-penetration of customers (index values >115). Yellow
bars are Cautionary as they represent slight over-penetration (index values 85-115) yet may be very important predictors when they are combined with other
firmagraphics. Red bars are a Stop (index values <85) as they represent areas of under-penetration within the market and do not discriminate customer
characteristics from a Consumer Universe.
vProfiler version 1.5.4
Heat Map Report
Distribution:
This map depicts the
geographical representation
of your customers based on
their geo-footprint provided
in the processed file.
Region
East North Central: IL, IN, OH, MI, & WI
East South Central: AL, KY, MS, & TN
Middle Atlantic: NJ, NY, & PA
Mountain: AZ, CO, ID, MT, NV, NM, UT, & WY
New England: CT, ME, MA, NH, RI, & VT
Pacific: AK, CA, HI, OR, & WA
South Atlantic: DE, FL, GA, MD, NC, SC, VA, DC, & WV
West North Central: IA, KS, MN, MO, NE, ND, & SD
West South Central: AR, LA, OK, & TX
County
SIC Division
Annual Sales
Employee Ranges
Business Type
Location Type
Years In Business
Chain, Franchise,
SOHO
Minority, Women, or
Government Owned
BizVectors
2-Digit SIC Code
Top 12
Rank
SIC Code
SIC Description
Percent
Universe Percent
Index
1
82
Educational Services
56.17%
1.28%
4,388
2
83
Social Services
18.71%
1.92%
976
3
86
Membership Organizations
8.52%
3.55%
240
4
73
Miscellaneous Business Services
3.77%
25.51%
15
5
80
Health Services
1.47%
4.34%
34
6
87
Engineering, Management Services
1.05%
5.32%
20
7
79
Amusement Recreation Services
0.96%
1.70%
57
8
65
Real Estate
0.81%
4.28%
19
9
56
Apparel Accessories Stores
0.76%
0.97%
78
10
17
Special Trade Contractors
0.72%
6.42%
11
11
59
Miscellaneous Retail Stores
0.63%
4.05%
16
12
89
Miscellaneous Services
0.43%
2.07%
21
4-Digit SIC Code
Top 12
Rank
SIC Code
1
8211
2
SIC Description
Percent
Universe Percent
Index
Elementary and Secondary Schools
52.18%
0.69%
7,612
8351
Child Day Care Services
16.34%
0.87%
1,887
3
8661
Religious Organizations
5.24%
1.86%
282
4
7389
Business Services, NEC
3.33%
21.94%
15
5
8641
Civic and Social Associations
2.59%
0.88%
295
6
8322
Individual and Family Services
1.73%
0.75%
232
7
8299
Schools and Educational Services
1.50%
0.32%
471
8
8231
Libraries
1.34%
0.09%
1,466
9
8221
Colleges and Universities
0.76%
0.11%
691
10
5699
Miscellaneous Apparel and Accessories
0.44%
0.25%
173
11
8999
Services, NEC
0.43%
2.07%
21
12
8699
Membership Organizations, NEC
0.41%
0.53%
76
8-Digit SIC Code
Top 12
Rank
SIC Code
1
8211-0300
2
SIC Description
Percent
Universe Percent
Index
Public Elementary and Secondary Schools
24.23%
0.21%
11,501
8351-0000
Child Day Care Services
11.61%
0.74%
1,565
3
8211-0000
Elementary and Secondary Schools
8.33%
0.14%
5,946
4
8211-0303
Public Elementary School
7.43%
0.04%
20,474
5
7389-0000
Business Services, NEC
2.92%
19.84%
15
6
8211-0302
Public Combined Elementary and Secondary School
2.63%
0.03%
9,115
7
8351-9905
Preschool Center
2.63%
0.06%
4,223
8
8641-9904
Parent-teachers' Association
1.57%
0.02%
9,869
9
8211-0200
Private Elementary and Secondary Schools
1.51%
0.04%
4,102
10
8211-9905
School Board
1.41%
0.01%
11,203
11
8231-0000
Libraries
1.24%
0.08%
1,460
12
8661-0100
Churches, Temples, and Shrines
1.21%
0.56%
216
End:
Virtual DBS Vprofile Penetration Analysis
Next Steps...
Example Model Predictive Drivers
Predictive Drivers
Sales Range
City
Predictive Driver Highlights:
•Sales Range are most likely to be $500k to $24.99 mm (~9%) with
31% of companies having sales ranges $500k to $4.99mm
SIC Division
•The top cities are Grafton, Menomonee Falls, Milwaukee, New Berlin,
Pewaukee, and Saint Francis accounting for ~15%.
Employee Size Range
•SIC Division are mostly likely to be Services (~40%), Legal Services
(~18%) along with Finance Insurance, and Real Estate (~13%)
•Employee Size Ranges are more likely to be 5 to 249 (~64%) along with
50% of customers having less than 50 employees
SIC4Description
•SIC 2 Descriptions tend to be Engineer, Management Services (~8%),
Legal Services (~8 %), Wholesale Trade & Miscellaneous Business
Services (~6%) along with Real Estate and Machinery Except Electrical
(~5%)
Years In Business
0
0.05
0.1
0.15
0.2
0.25
0.3
•Years in Business tend to be 11+ (~63%)
0.35
0.4
Example Model Performance and Validation
Model Lift Performance by Demi-Deciles
Model Scoring Validation Gains Table
Model Gains Performance by Demi-Deciles
Demi Decile
5%
10%
15%
20%
25%
30%
35%
Random
1
1
1
1
1
1
1
40%
45%
50%
55%
60%
65%
70%
75%
1
1
1
1
1
1
1
1
80%
85%
90%
95%
1
1
1
1
100%
1
Validation
Lift
20.00
11.83
7.33
5.74
4.74
3.94
3.22
2.80
2.44
2.17
1.96
1.78
1.63
1.52
1.41
1.32
1.25
1.18
1.11
1.05
Prospect
Selection
Deciles 1-4
Deciles 5-8
Deciles 9-10
Model performance indicates that deciles
1-4 have the greatest lift. Detection of
seeds suggests that mailing to ~ 20% of
the top scoring records would yield a
probability of capturing ~ 90% of
customers.
Example Final Model Validation Probability Tier Score
Example Final Model Validation Distribution
90.0%
80.0%
70.0%
Top Decile 1 captures 75% with seeds.
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
1
2
3
4
5
6
Customers
Probability Tier
1 (Best)
2
3
4
5
6
7
8
9
10 (Worst)
Total
7
8
9
Prospects
Customers
247
41
27
4
1
1
1
2
0
Customer Percentage
76.2%
12.7%
8.3%
1.2%
0.3%
0.3%
0.3%
0.6%
0.0%
Prospects
4,680
4,426
5,471
4,697
5,131
5,727
4,899
1,652
8,093
Prospect Percentage
9.4%
8.9%
10.9%
9.4%
10.3%
11.5%
9.8%
3.3%
16.2%
Index
814
143
76
13
3
3
3
19
0
0
0.0%
100.0%
5,224
50,000
10.4%
100.0%
0
324
10
Example Full Universe Validation Probability Tier Score
Example Full Universe Validation Score
90.0%
80.0%
70.0%
Top Decile 1 captures 75% with seeds.
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
1
2
3
4
5
Customers
Probability Tier
1 (Best)
2
3
4
5
6
7
8
9
10 (Worst)
Total
6
7
8
Prospects
Customers
247
41
27
4
1
1
1
2
0
Customer Percentage
76.2%
12.7%
8.3%
1.2%
0.3%
0.3%
0.3%
0.6%
0.0%
Prospects
31,965
30,549
37,625
31,988
34,466
38,971
32,636
11,371
54,504
Prospect Percentage
9.4%
9.0%
11.1%
9.4%
10.2%
11.5%
9.6%
3.4%
16.1%
Index
809
141
75
13
3
3
3
18
0
0
324
0.0%
100.0%
35,325
339,400
10.4%
100.0%
0
9
10
Example Virtual DBS Prospect Sample Data: Top 10%
(Probability Tier 1)
Company
City
State
Region
SIC Division
SIC4Description
Peters & Associates Sc
Brookfield
WI
East North Central
Services
Accounting, Auditing, and Bookkeeping
Wenco Of West Bend Inc
West Bend
WI
East North Central
Manufacturing
Special Dies, Tools, Jigs, and Fixtures
Maelstrom Tech Solutions LLC
Brookfield
WI
East North Central
Services
Business Services, NEC
University Accounting Services LLC
New Berlin
WI
East North Central
Services
Accounting, Auditing, and Bookkeeping
Gendlin Liverman & Rymer Inc
Milwaukee
WI
East North Central
Services
Legal Services
Sales Range
$1,000,000 to
$4,999,999
$500,000 to
$999,999
$500,000 to
$999,999
$5,000,000 to
$9,999,999
$1,000,000 to
$4,999,999
Employee Size
Range
Years In Business
10 to 19
11-15 years
5 to 9
41-50 years
5 to 9
6-10 years
50 to 99
6-10 years
20 to 49
21-30 years
Example Virtual DBS Prospect Sample Data: Middle 10%
(Probability Tier 5)
Employee Size
Range
Years In Business
Company
City
State
Region
SIC Division
SIC4Description
Sales Range
Dental Office
Chicago
IL
East North Central
Services
Offices and Clinics of Dentists
Under $500,000
10 to 19
6-10 years
Sperry Hill Capital Group LLC
Williams Bay
WI
East North Central
Services
Business Services, NEC
Under $500,000
1 to 4
3-5 years
White River Art
Wautoma
WI
East North Central
Services, NEC
Under $500,000
1 to 4
21-30 years
Quarry Park Apts
Madison
WI
East North Central
Apartment Building Operators
Under $500,000
1 to 4
2 years
Signature Real Estate
Madison
WI
East North Central
Services
Finance, Insurance, and Real
Estate
Finance, Insurance, and Real
Estate
Real Estate Agents and Managers
Under $500,000
1 to 4
16-20 years
Example Virtual DBS Prospect Sample Data: Bottom 10%
(Probability Tier 10)
Employee Size
Range
Years In Business
Company
City
State
Region
SIC Division
SIC4Description
Sales Range
A Plus Cleaning
Chicago
IL
East North Central
Services
Repair Services, NEC
Under $500,000
1 to 4
3-5 years
Grocke Culinary Services LLC
Twin Lakes
WI
East North Central
Retail Trade
Eating Places
Under $500,000
1 to 4
3-5 years
J Schmidt Inc
Waterford
WI
East North Central
Non classified Establishments
Non classifiable Establishments
Under $500,000
1 to 4
3-5 years
Ryan S Bannerman
Wisconsin Rapids
WI
East North Central
Non classified Establishments
Non classifiable Establishments
Under $500,000
1 to 4
3-5 years
Douglas Brueggen
Ripon
WI
East North Central
Non classified Establishments
Non classifiable Establishments
Under $500,000
1 to 4
3-5 years
End: Example B2B Propensity Scoring Model Results
XYZ Company – Legal, Accounting & Real-Estate Clients
Next Steps:
Score Universe of Prospects
Select Top Scoring Records
Develop Campaign Strategies
Track and Evaluate