WaveLength Analytics - What We Do For Our Clients

A solid, data-centric analysis often elucidates business planning to the degree that those next critical steps become glaringly obvious. The following sampling of recent projects highlight our range of skill – from data sources, data management and analytical methods, technology and Internet market sectors, and application of results.

Client	Marketing Goal	Data Sources & Transformation	Analysis & Outcome

Managed security services provider	Focus sales for newly acquired managed SSL by finding prospects similar to current customers	Created unified data set by transforming CRM data, usage, usage-based billing, & external corporate data	Identified characteristics, industry & company lists likely to maximize usage, results enabled rapid, profitable market growth

Leading Canadian, ISP with growth through consolidation	Baseline customer base complete with urban/ rural, provincial, & city-based geographic market penetration for current & cancelled services planning	Transformed billing transaction data into a customer record view, characterized postal code as urban or rural & then merged with external demographic data	Identified customer & services penetration into defined geographies & growth & decline over time to more effectively focus marketing communications budget

Market leading portal offering videos for download	Understand month-over-month changes for identification of lagging demographic groups to improve marketing	Transformed & merged months of Videometrix Excel reports from monthly snapshot into a single data set based on web property view containing multiple months with viewing variables for each unique demographic group, as well as imputed month-over-month measures	Verified that video viewing usage levels were lowest among fastest -growing user segments compared to competitors & overall market, which lead to change in marketing strategy

Fortune 1000 equipment vendor with firewall acquisition	Need global market segmentation model offering strategic & tactical use to enter enterprise networking market & compete against market leader	Conducted two-phase primary research project to produce dataset that was then merged with external corporate data; cluster analysis & discriminant analysis created segments & identified segment membership predictors	Identified characteristics, industries & companies for lead generation, which yielded 20% higher response rate with significantly greater sales than control group; also used for PR campaign

Carrier-grade switch vendor	Determine market value of traffic data to Internet service providers	Transformed switch traffic data from network view to per-subscriber view with imputed descriptive measures of user behavior, such as application usage throughout various time intervals; data mining applied to understand application usage patterns	Validated data's marketing value by showing carriers key market & customer behavioral measures, such as changes in application usage rates over time, top users, application market share, & comparisons between geographic locations

Fortune 100 software company together with its large IPTV services partner	Reduce primary research data collection costs for project targeting US ethnic populations	Built data set from US Census source data & merged with external census tract to zip conversion file; Zip codes were then analyzed for population size, density, income, English speaking ability, & percent of foreign born	Identified largest & highest density zip codes per ethnicity, & answered original research questions, resulting in significantly changed primary research scope at greatly reduced data collection costs

"For a B2B segmentation beyond ordinary “industry or size” models, WaveLength began with secondary research & internal interviews to define “unknown knowledge” where the answers are the great leap forward. With the ensuing custom model, we successfully directly marketed & drove significant sales. The primary success driver was the process itself, starting with looking at our market in new ways."

Director of Solutions Marketing, Large Network Equipment Vendor