Description
DataKey Project Overviews Business Intelligence
© DataKey Consulting, LLC | [email protected] | 914.945.8808 | www.datakeyconsulting.com | Page 1
DataKey Project Overviews:
Business Intelligence
Fortune 1000 Companies
Customer Insight to Drive Company Strategy 2
Industry Projection Profiles for Strategic Planning Process 2
Benchmarking Private Brand Progress 3
Competitive Compensation Design to Drive Culture 3
Structuring an Organization for Private Brand Growth 4
Mid-Market Companies
Improving Ticket Sales with Data Analysis 4
Recurring Survey & Analysis of Economic Environment 5
Brand Recognition Research & Recommendations 5
Focus Groups Shape New Product Strategy 6
Achieving Sales Growth through Benchmarking 6
Understanding Customers through Field Research 7
Enhancing eCommerce and Web Presence 7
Improving Sales Forecasting of Consumer Products 8
Revealing Insights with In-Depth Customer Research 8
Evaluation of Strategic Expansion Possibilities 9
© DataKey Consulting, LLC | [email protected] | 914.945.8808 | www.datakeyconsulting.com | Page 2
DataKey Project Overviews: Business Intelligence Projects
Customer Insight to Drive Company Strategy
Challenge
Fortune 500 financial services company with 40,000+ customers retained DataKey to
enhance position in marketplace. Market intelligence required prior to developing
near-term and long-term plans.
Actions
• Designed Customer Intelligence questionnaire, conducted field intelligence
gathering consumer sentiment for a new name for an associated spin-off.
• Created and facilitated a series of focus group sessions in Chicago and NYC.
• Delivered an executive summary of the results and comprehensive transcripts
of the events.
Results
• President and Executive Management team on-site to view focus sessions
and gained valuable customer insights. Results and recommendations
approved by Board of Directors.
• Client next asked DataKey to facilitate corporate strategy, marketing strategy
and research projects for several years following the initial projects.
Industry Projection Profiles for Strategic Planning Process
Challenge
$15 billion Fortune 500 tradeshow management and publishing firm turned to
DataKey to assist with comprehensive industry research needed to complete their
strategic planning process.
Actions
• Provided in-depth market research and analysis, profiling 15 industries within
requested rapid timeframe.
• Designed custom 10-dimension industry profile including growth projections,
emerging trends, pending legislation, and macro & micro analysis areas.
• Partnered with Executive Vice President and VP owner of each investigated
industry to disseminate significant findings and develop strategic proposals.
Results
• Corporate strategic go-forward plan built around DataKey research and
recommendations.
• Standard format and process was created for future industry profiles.
• Findings provided catalyst for key actions and solutions to increase sales
revenues.
Industry
Consumer Products, Financial Services
Company Size
Fortune 1000
“The entire team was a pleasure to
work with. We utilized every aspect
of the customer research from the
focus groups. Very professional
team and very effective results.”
– Marketing VP
Industry
Media, International Tradeshow
Company Size
Fortune 1000
“The work completed by DataKey is
exactly what we wanted.
Extremely high quality. We are
very pleased. Our Industry Vice
Presidents responded with, ‘WOW,
this is superb!’”
– Director, Strategic Analysis
DK00051, DK00033
Business Intelligence
Focus Groups
Business Intelligence
Market Research & Analysis
© DataKey Consulting, LLC | [email protected] | 914.945.8808 | www.datakeyconsulting.com | Page 3
DataKey Project Overviews: Business Intelligence Projects
Benchmarking Private Brand Progress
Challenge
A large industrial distributor with a growing private brand business recognized the
importance of understanding best practices for proprietary brand management and
tasked DataKey with external benchmarking to assess their progress.
Actions
• Researched best practices and thought leadership around private brand
management including brand rationalization, master branding strategies, and
brand positioning.
• Documented the current state of the client’s private brand management
through extensive internal interviews with executive-level management.
• Provided an assessment of opportunity gaps to bring the client from the
current state to a desired future best practice state.
Results
• Identified the marketing, organizational, and selling priorities needed to
achieve private brand best practice.
• Achieved consensus among the Executive Management team on private
brand best practices and next steps.
• Private brand development was designated as one of the client’s major
strategic initiatives for the next fiscal year, $100M+ opportunity identified.
Industry
Industrial Distribution, Industrial
Products
Company Size
Fortune 1000
“DataKey continues to provide very
insightful and fresh thinking on our
challenge. DataKey is clearly
unveiling a huge growth
opportunity for our business.”
– Chief Operating Officer
DK00198, DK00228
Business Intelligence
Market Research & Analysis
Competitive Compensation Design to Drive Culture
Challenge
A well-known consumer fashion brand was facing multiple consecutive years of
negative profitability in retail stores and realized that a true sales culture would be
needed to improve the customer experience and expand revenue. After failing in
the past to implement a commission-based compensation structure, outside help
was needed to design a plan in 30 days that would drive the necessary cultural
change while minimizing financial risk.
Actions
• Undertook an accelerated-pace competitive study to benchmark industry
compensation structure and the brand’s competitive positioning.
• Distilled complex strategic best practices into a nuts-and-bolts commission plan
designed to reward individual performance while building a collaborative
sales-driven team environment.
• Modeled in-depth financial projections and evaluated 50+ outcome scenarios
to find the optimal balance of risk and reward.
Results
• In one month, achieved four major milestones delivering commission
structures at increasing levels of granularity, enabling client to improve the
Board’s confidence while setting realistic expectations for change.
• Board approved the launch of a 5-month pilot program projected to net an
additional $2M in revenue while reinforcing a sales culture..
Industry
Consumer Products, Retail Fashion
Company Size
Fortune 1000
“DataKey, you did a FANTASTIC job
pulling this together. You
accelerated your deliverables to
meet our time demands without
sacrificing quality at all. We are
ready to move forward - thank you
for your team’s efforts.”
– President of Retail Sales for
nearly 1000 US concept stores
Business Intelligence
© DataKey Consulting, LLC | [email protected] | 914.945.8808 | www.datakeyconsulting.com | Page 4
DataKey Project Overviews: Business Intelligence Projects
Improving Ticket Sales with Data Analysis
Challenge
A NY-based theater company was having difficulty maximizing their seat fill rate and
desired to increase sales, optimize marketing efforts, and create an effective ticket
pricing strategy.
Actions
• Performed extensive analysis of 7 years sales data, examining 125,000+ data
records to uncover breakthrough correlations.
• Strategic recommendations to advance the company’s ticket sale performance
presented to President.
Results
• Board of Directors approved and implemented all recommendations and
tactics.
• Sales and profitability increased by more than 300% over the previous
season.
Industry
Arts, Theater
Company Size
Mid-Market
“We were thoroughly impressed
by the practical DataKey
recommendations which fit our
budget, but even more impressed
with their breakthrough, eye-
opening findings.”
– Executive Director
DK00215, DK00090
Business Intelligence
Structuring an Organization for Private Brand Growth
Challenge
A large industrial distributor with a rapidly growing private brand business wanted to
maintain their high growth rate but had not devoted resources to a strategic plan.
DataKey was brought on to create a detailed go-forward plan with private brand
organizational structure recommendations based on best practice benchmarking.
Actions
• Researched external benchmark data on companies with large, high-growth
private brand business and distilled findings into a set of critical success factors
and case studies.
• Interviewed key internal stakeholders to determine proper ownership and
alignment for initiative success.
• Created a comprehensive project plan from macro level to granular details for
executing private brand growth strategy and recommended structures for
project management and organization to foster private brand growth.
Results
• Built consensus across departments behind the private brand initiative.
• Equipped client with roadmap for continuing 30%+ CAGR on private brand
business.
• Private brand growth confirmed as a strategic deployment target for
upcoming years.
Industry
Industrial Distribution, Industrial
Products
Company Size
Fortune 1000
“With the roadmap that DataKey
provided, we can really hit the
ground running. Our process has
been greatly accelerated due to
DataKey’s work.”
– Chief Operating Officer
Business Intelligence
© DataKey Consulting, LLC | [email protected] | 914.945.8808 | www.datakeyconsulting.com | Page 5
DataKey Project Overviews: Business Intelligence Projects
Recurring Survey & Analysis of Economic Environment
Challenge
Westchester County NY has a vibrant business economy, comprised of 30,000+
businesses, with a complex mix of industries, from solopreneurs to Fortune 500.
DataKey was brought in to design, conduct and analyze the business health of the
region.
Actions
• DataKey analyzed the business make-up of the region and determined
statistical sampling algorithms.
• Designed research and analysis based on a series of critical business health
components focusing on leading predictive Key Performance Indicators (KPI’s).
• Designed weighting criteria by factoring company size, respondent position,
and other variables. Conducted the research, completed analysis, and
summarized results.
Results
• Created region’ s first economic Business Confidence Index.
• Consistent process now conducted by DataKey every quarter for the region,
now in 3rd calendar year.
• Results published regularly in business print and on-line publications.
Brand Recognition Research & Recommendations
Challenge
Television News Station in highly competitive multi-million viewer U.S. audience
base was experiencing brand awareness issues and had an objective to advance
station to higher ratings. DataKey was recruited to gather base customer
intelligence.
Actions
• Designed a customized field study approach, ensuring statistical neutrality and
a significant database of input.
• Conducted field research, managing and supervising over 5,000 calls to target
demographic market segments.
• Performed extensive analysis of study findings to discover key opportunity
areas.
Results
• Identified breakthrough opportunities for station viewership growth and
generated industry best-practice approaches.
• Strategic recommendations implemented by senior station management to
improve brand recognition.
Industry
Economic Development, Regional
Company Size
Mid-Market to Fortune 1000
“This is exactly the type of high
quality breakthrough data analysis
we have come to rely on from
DataKey. Keep it up the region
needs DataKey!”
— Westchester County Regional
Economic Development Director
Industry
Media, Television News
Company Size
Mid-Market
“DataKey delivered! Their
attention to detail and response
time for completing the project
exceeded our expectations in every
aspect of this large undertaking.”
– Senior Research Partner
DK00179, DK00039
Business Intelligence
Market Research & Analysis
Business Intelligence
Voice of the Market
© DataKey Consulting, LLC | [email protected] | 914.945.8808 | www.datakeyconsulting.com | Page 6
DataKey Project Overviews: Business Intelligence Projects
Focus Groups Shape New Product Strategy
Challenge
A physician network frustrated with the ever-escalating cost of healthcare engaged
DataKey to provide strategic recommendations regarding product design.
Actions
• Designed and conducted a series of focus group sessions to further shape the
company’s revolutionary medical service offering.
• Compiled feedback from target segments to determine effective strategies for
new product development.
Results
• Delivered key recommendations to advance the group’s product, including a
comprehensive 50-page market intelligence document.
• Product is currently under development with market research feedback fully
incorporated.
Achieving Sales Growth through Benchmarking
Challenge
Highly successful pneumatics controls distributor was looking to take the company
to the next level and retained DataKey to determine strategies for achieving
sustainable sales growth.
Actions
• Provided strategic planning and customer intelligence by conducting external
field research as well as internal analysis on thousands of data records.
• Presented a targeted list of 10 strategic recommendations to President & VP
of Sales.
• Determined benchmark business goals for sales force based on findings of
research study.
Results
• Launched immediate implementation based on strategic recommendations
and retained DataKey to manage several implementation phases.
• Sales increased by over 25%, directly attributable to strategic analyses and
planning.
Industry
Healthcare, Physicians Network
Company Size
Mid-Market
“DataKey produced results. They
masterfully facilitated the entire
focus group process which was
instrumental in the design of this
breakthrough approach to
Healthcare.”
– Director Medical Staff
Industry
Technology, Electronics-Pneumatics
Distribution
Company Size
Mid-Market
“We were extremely pleased with
the entire approach and
recommendations that DataKey
delivered. So much so, that we are
utilizing them to assist with the
implementation in several strategic
areas.”
– President & Chief Executive
Officer
DK00037, DK00043
Business Intelligence
Focus Groups
Business Intelligence
Market Research & Analysis
© DataKey Consulting, LLC | [email protected] | 914.945.8808 | www.datakeyconsulting.com | Page 7
DataKey Project Overviews: Business Intelligence Projects
Understanding Customers through Field Research
Challenge
Westchester-based media industry leader with circulation in excess of 350,000
turned to DataKey to forge new strategic direction, increase sales, and create ability
to identify a customer at risk profile.
Actions
• Designed customized field research study and gathered extensive customer
intelligence.
• Synthesized findings and facilitated multiple integration sessions with
Executive Management team.
• Presented 10 key strategic recommendations to CEO, with follow up to entire
management team and sales force.
Results
• Recommendations were integrated into the company’s “go-forward”
strategy with ongoing implementation.
• Several key at-risk accounts were identified and action was taken to retain
those customers.
Enhancing eCommerce and Web Presence
Challenge
A janitorial supplies and equipment distributor sought to increase its online presence
and e-commerce functionality by bringing a decade-old website into the 21
st
century.
Actions
• Studied the competitive landscape of websites and e-commerce capabilities to
take full advantage of competitors’ strengths and weaknesses.
• Researched customer segments and product lines to develop strong
messaging that would resonate with target customers.
• Partnered with a search engine optimization firm to assist in the development
of the structure and content of the website and drive the messaging.
• Assisted in the production of the website by guiding the design vendor.
Results
• Created a modern online presence for the company that both impressed
customers and improved their use of e-commerce.
• Optimized the content of the website to grow hits and rank the client higher
among the major search engines, including many #1 Google hits.
• Facilitated the potential improvement of margins by making it easier to
transition the client’s customers from phone orders to e-commerce.
Industry
Media, Publishing
Company Size
Mid-Market
“The research was delivered on-
time, on-budget, and on the
money. After a thorough
examination, DataKey made
recommendations that were quick
to implement and had immediate
significant customer impact.”
– Senior Manager, Sales &
Marketing
Industry
Industrial Supply, Janitorial Supplies &
Equipment
Company Size
Mid-Market
“DataKey did an amazing job of
transforming our old website into a
commerce site that we are proud
of. We are now eagerly promoting
our website to our customers,
which will improve our margins.”
– President
DK00035, DK00192
Business Intelligence
Market Research & Analysis
Business Intelligence
Market Research & Analysis
© DataKey Consulting, LLC | [email protected] | 914.945.8808 | www.datakeyconsulting.com | Page 8
DataKey Project Overviews: Business Intelligence Projects
Improving Sales Forecasting of Consumer Products
Challenge
A major CPG company was relying heavily on its Field Sales team qualitative
information to forecast unit sales. This method resulted in significant inefficiencies
and error rates, ranging between 50 to 100 % on the SKU/product level, wreaking
havoc on supply chain business processes and inventory management.
Actions
• Worked with SVP Sales, SVP Marketing, SVP Operations to address
shortcomings of current forecasting methodology.
• Compiled a database to collect historical sales data and retail market drivers
(e.g., price, distribution, promotion) over the last several years.
• Created comprehensive data-driven multivariate regression models to more
accurately predict sales.
• Conducted comprehensive research on variables that drove sales.
Results
• Compiling extensive market-drivers saved the company $200,000 it had
planned to commit to a marketing-mix research study.
• Implemented marketing-mix analytics to determine sales drivers.
• Demonstrated to Executive Management that in-store trade promotions
proved a more effective way to spend marketing dollars.
Industry
Consumer Products, Paper Goods
Company Size
Mid-Market
“Can we hire the analyst from
DataKey as a full-time employee?
This work is extraordinary!”
– Chief Executive Officer
DK00198, DK00164
Business Intelligence
Market Research & Analysis
Revealing Insights with In-Depth Customer Research
Challenge
Faced with an aging audience base, a NY theater company was anticipating a decline
in future ticket sales and was undecided on how to grow their customer base over
the next several seasons. The Board had generated ideas for marketing to a broader
and younger audience, but was lacking an effective strategy.
Actions
• Designed an in-depth research study to uncover the perceptions, preferences,
satisfaction, and demographics of a 7,000 person database.
• Analyzed survey results including nearly 5,000 open-ended responses and
developed patron segmentation methodology to illuminate further insights
into emerging trends and patterns.
Results
• Extremely high response rate of over 15%.
• Discovered clear patterns in income, spending habits, and show/schedule
preferences amongst segments of newer and younger patrons, enabling the
Board to select the marketing strategies most likely to attract this segment.
• Revealed new insights into elements of the experience most valued by
patrons and the theater’s overall economic impact, giving the Board a
powerful position when negotiating with partners and vendors.
Industry
Arts, Theater
Company Size
Mid-Market
“We could never have understood
our patrons to the degree we now
do without DataKey’s mastery of
research design and relentless
analysis of the data. These findings
have had a direct impact on our
marketing strategy.”
– Managing Director
Business Intelligence
Market Research & Analysis
© DataKey Consulting, LLC | [email protected] | 914.945.8808 | www.datakeyconsulting.com | Page 9
DataKey Project Overviews: Business Intelligence Projects
DK00208
Evaluation of Strategic Expansion Possibilities
Challenge
A regional economic development company had an opportunity to expand their
service area for small business micro-loans. To ensure the success of the possible
expansion, a better understanding was needed of local market demands,
competitive factors, business systems and target marketing.
Actions
• Leveraged DataKey and client contacts to conduct extensive primary
interviews with VIPs familiar with the small business environment and
business networks in the expansion area.
• Accumulated data-centric secondary market research to assess potential gaps
in small business lending and the socio-economic conditions in the area.
• Thoroughly processed and analyzed the information collected to develop
realistic, concrete recommendations for expansion.
Results
• Designed an expansion strategy for near-term and long-term, including
immediate resources and contacts for the company.
• Recommended clarified market positioning and a network of strategic
partnerships that would rapidly accelerate the expansion plans.
Industry
Economic Development, Not for Profit
Financial Services
Company Size
Mid-Market
“DataKey delivered more than we
expected. Not only did they give us
clear, concise and accurate
directions for the future, they
promoted our business and
clarified our messaging along the
way.”
– Executive Director of Small
Business Lending
Business Intelligence
Market Research & Analysis
doc_420936953.pdf
DataKey Project Overviews Business Intelligence
© DataKey Consulting, LLC | [email protected] | 914.945.8808 | www.datakeyconsulting.com | Page 1
DataKey Project Overviews:
Business Intelligence
Fortune 1000 Companies
Customer Insight to Drive Company Strategy 2
Industry Projection Profiles for Strategic Planning Process 2
Benchmarking Private Brand Progress 3
Competitive Compensation Design to Drive Culture 3
Structuring an Organization for Private Brand Growth 4
Mid-Market Companies
Improving Ticket Sales with Data Analysis 4
Recurring Survey & Analysis of Economic Environment 5
Brand Recognition Research & Recommendations 5
Focus Groups Shape New Product Strategy 6
Achieving Sales Growth through Benchmarking 6
Understanding Customers through Field Research 7
Enhancing eCommerce and Web Presence 7
Improving Sales Forecasting of Consumer Products 8
Revealing Insights with In-Depth Customer Research 8
Evaluation of Strategic Expansion Possibilities 9
© DataKey Consulting, LLC | [email protected] | 914.945.8808 | www.datakeyconsulting.com | Page 2
DataKey Project Overviews: Business Intelligence Projects
Customer Insight to Drive Company Strategy
Challenge
Fortune 500 financial services company with 40,000+ customers retained DataKey to
enhance position in marketplace. Market intelligence required prior to developing
near-term and long-term plans.
Actions
• Designed Customer Intelligence questionnaire, conducted field intelligence
gathering consumer sentiment for a new name for an associated spin-off.
• Created and facilitated a series of focus group sessions in Chicago and NYC.
• Delivered an executive summary of the results and comprehensive transcripts
of the events.
Results
• President and Executive Management team on-site to view focus sessions
and gained valuable customer insights. Results and recommendations
approved by Board of Directors.
• Client next asked DataKey to facilitate corporate strategy, marketing strategy
and research projects for several years following the initial projects.
Industry Projection Profiles for Strategic Planning Process
Challenge
$15 billion Fortune 500 tradeshow management and publishing firm turned to
DataKey to assist with comprehensive industry research needed to complete their
strategic planning process.
Actions
• Provided in-depth market research and analysis, profiling 15 industries within
requested rapid timeframe.
• Designed custom 10-dimension industry profile including growth projections,
emerging trends, pending legislation, and macro & micro analysis areas.
• Partnered with Executive Vice President and VP owner of each investigated
industry to disseminate significant findings and develop strategic proposals.
Results
• Corporate strategic go-forward plan built around DataKey research and
recommendations.
• Standard format and process was created for future industry profiles.
• Findings provided catalyst for key actions and solutions to increase sales
revenues.
Industry
Consumer Products, Financial Services
Company Size
Fortune 1000
“The entire team was a pleasure to
work with. We utilized every aspect
of the customer research from the
focus groups. Very professional
team and very effective results.”
– Marketing VP
Industry
Media, International Tradeshow
Company Size
Fortune 1000
“The work completed by DataKey is
exactly what we wanted.
Extremely high quality. We are
very pleased. Our Industry Vice
Presidents responded with, ‘WOW,
this is superb!’”
– Director, Strategic Analysis
DK00051, DK00033
Business Intelligence
Focus Groups
Business Intelligence
Market Research & Analysis
© DataKey Consulting, LLC | [email protected] | 914.945.8808 | www.datakeyconsulting.com | Page 3
DataKey Project Overviews: Business Intelligence Projects
Benchmarking Private Brand Progress
Challenge
A large industrial distributor with a growing private brand business recognized the
importance of understanding best practices for proprietary brand management and
tasked DataKey with external benchmarking to assess their progress.
Actions
• Researched best practices and thought leadership around private brand
management including brand rationalization, master branding strategies, and
brand positioning.
• Documented the current state of the client’s private brand management
through extensive internal interviews with executive-level management.
• Provided an assessment of opportunity gaps to bring the client from the
current state to a desired future best practice state.
Results
• Identified the marketing, organizational, and selling priorities needed to
achieve private brand best practice.
• Achieved consensus among the Executive Management team on private
brand best practices and next steps.
• Private brand development was designated as one of the client’s major
strategic initiatives for the next fiscal year, $100M+ opportunity identified.
Industry
Industrial Distribution, Industrial
Products
Company Size
Fortune 1000
“DataKey continues to provide very
insightful and fresh thinking on our
challenge. DataKey is clearly
unveiling a huge growth
opportunity for our business.”
– Chief Operating Officer
DK00198, DK00228
Business Intelligence
Market Research & Analysis
Competitive Compensation Design to Drive Culture
Challenge
A well-known consumer fashion brand was facing multiple consecutive years of
negative profitability in retail stores and realized that a true sales culture would be
needed to improve the customer experience and expand revenue. After failing in
the past to implement a commission-based compensation structure, outside help
was needed to design a plan in 30 days that would drive the necessary cultural
change while minimizing financial risk.
Actions
• Undertook an accelerated-pace competitive study to benchmark industry
compensation structure and the brand’s competitive positioning.
• Distilled complex strategic best practices into a nuts-and-bolts commission plan
designed to reward individual performance while building a collaborative
sales-driven team environment.
• Modeled in-depth financial projections and evaluated 50+ outcome scenarios
to find the optimal balance of risk and reward.
Results
• In one month, achieved four major milestones delivering commission
structures at increasing levels of granularity, enabling client to improve the
Board’s confidence while setting realistic expectations for change.
• Board approved the launch of a 5-month pilot program projected to net an
additional $2M in revenue while reinforcing a sales culture..
Industry
Consumer Products, Retail Fashion
Company Size
Fortune 1000
“DataKey, you did a FANTASTIC job
pulling this together. You
accelerated your deliverables to
meet our time demands without
sacrificing quality at all. We are
ready to move forward - thank you
for your team’s efforts.”
– President of Retail Sales for
nearly 1000 US concept stores
Business Intelligence
© DataKey Consulting, LLC | [email protected] | 914.945.8808 | www.datakeyconsulting.com | Page 4
DataKey Project Overviews: Business Intelligence Projects
Improving Ticket Sales with Data Analysis
Challenge
A NY-based theater company was having difficulty maximizing their seat fill rate and
desired to increase sales, optimize marketing efforts, and create an effective ticket
pricing strategy.
Actions
• Performed extensive analysis of 7 years sales data, examining 125,000+ data
records to uncover breakthrough correlations.
• Strategic recommendations to advance the company’s ticket sale performance
presented to President.
Results
• Board of Directors approved and implemented all recommendations and
tactics.
• Sales and profitability increased by more than 300% over the previous
season.
Industry
Arts, Theater
Company Size
Mid-Market
“We were thoroughly impressed
by the practical DataKey
recommendations which fit our
budget, but even more impressed
with their breakthrough, eye-
opening findings.”
– Executive Director
DK00215, DK00090
Business Intelligence
Structuring an Organization for Private Brand Growth
Challenge
A large industrial distributor with a rapidly growing private brand business wanted to
maintain their high growth rate but had not devoted resources to a strategic plan.
DataKey was brought on to create a detailed go-forward plan with private brand
organizational structure recommendations based on best practice benchmarking.
Actions
• Researched external benchmark data on companies with large, high-growth
private brand business and distilled findings into a set of critical success factors
and case studies.
• Interviewed key internal stakeholders to determine proper ownership and
alignment for initiative success.
• Created a comprehensive project plan from macro level to granular details for
executing private brand growth strategy and recommended structures for
project management and organization to foster private brand growth.
Results
• Built consensus across departments behind the private brand initiative.
• Equipped client with roadmap for continuing 30%+ CAGR on private brand
business.
• Private brand growth confirmed as a strategic deployment target for
upcoming years.
Industry
Industrial Distribution, Industrial
Products
Company Size
Fortune 1000
“With the roadmap that DataKey
provided, we can really hit the
ground running. Our process has
been greatly accelerated due to
DataKey’s work.”
– Chief Operating Officer
Business Intelligence
© DataKey Consulting, LLC | [email protected] | 914.945.8808 | www.datakeyconsulting.com | Page 5
DataKey Project Overviews: Business Intelligence Projects
Recurring Survey & Analysis of Economic Environment
Challenge
Westchester County NY has a vibrant business economy, comprised of 30,000+
businesses, with a complex mix of industries, from solopreneurs to Fortune 500.
DataKey was brought in to design, conduct and analyze the business health of the
region.
Actions
• DataKey analyzed the business make-up of the region and determined
statistical sampling algorithms.
• Designed research and analysis based on a series of critical business health
components focusing on leading predictive Key Performance Indicators (KPI’s).
• Designed weighting criteria by factoring company size, respondent position,
and other variables. Conducted the research, completed analysis, and
summarized results.
Results
• Created region’ s first economic Business Confidence Index.
• Consistent process now conducted by DataKey every quarter for the region,
now in 3rd calendar year.
• Results published regularly in business print and on-line publications.
Brand Recognition Research & Recommendations
Challenge
Television News Station in highly competitive multi-million viewer U.S. audience
base was experiencing brand awareness issues and had an objective to advance
station to higher ratings. DataKey was recruited to gather base customer
intelligence.
Actions
• Designed a customized field study approach, ensuring statistical neutrality and
a significant database of input.
• Conducted field research, managing and supervising over 5,000 calls to target
demographic market segments.
• Performed extensive analysis of study findings to discover key opportunity
areas.
Results
• Identified breakthrough opportunities for station viewership growth and
generated industry best-practice approaches.
• Strategic recommendations implemented by senior station management to
improve brand recognition.
Industry
Economic Development, Regional
Company Size
Mid-Market to Fortune 1000
“This is exactly the type of high
quality breakthrough data analysis
we have come to rely on from
DataKey. Keep it up the region
needs DataKey!”
— Westchester County Regional
Economic Development Director
Industry
Media, Television News
Company Size
Mid-Market
“DataKey delivered! Their
attention to detail and response
time for completing the project
exceeded our expectations in every
aspect of this large undertaking.”
– Senior Research Partner
DK00179, DK00039
Business Intelligence
Market Research & Analysis
Business Intelligence
Voice of the Market
© DataKey Consulting, LLC | [email protected] | 914.945.8808 | www.datakeyconsulting.com | Page 6
DataKey Project Overviews: Business Intelligence Projects
Focus Groups Shape New Product Strategy
Challenge
A physician network frustrated with the ever-escalating cost of healthcare engaged
DataKey to provide strategic recommendations regarding product design.
Actions
• Designed and conducted a series of focus group sessions to further shape the
company’s revolutionary medical service offering.
• Compiled feedback from target segments to determine effective strategies for
new product development.
Results
• Delivered key recommendations to advance the group’s product, including a
comprehensive 50-page market intelligence document.
• Product is currently under development with market research feedback fully
incorporated.
Achieving Sales Growth through Benchmarking
Challenge
Highly successful pneumatics controls distributor was looking to take the company
to the next level and retained DataKey to determine strategies for achieving
sustainable sales growth.
Actions
• Provided strategic planning and customer intelligence by conducting external
field research as well as internal analysis on thousands of data records.
• Presented a targeted list of 10 strategic recommendations to President & VP
of Sales.
• Determined benchmark business goals for sales force based on findings of
research study.
Results
• Launched immediate implementation based on strategic recommendations
and retained DataKey to manage several implementation phases.
• Sales increased by over 25%, directly attributable to strategic analyses and
planning.
Industry
Healthcare, Physicians Network
Company Size
Mid-Market
“DataKey produced results. They
masterfully facilitated the entire
focus group process which was
instrumental in the design of this
breakthrough approach to
Healthcare.”
– Director Medical Staff
Industry
Technology, Electronics-Pneumatics
Distribution
Company Size
Mid-Market
“We were extremely pleased with
the entire approach and
recommendations that DataKey
delivered. So much so, that we are
utilizing them to assist with the
implementation in several strategic
areas.”
– President & Chief Executive
Officer
DK00037, DK00043
Business Intelligence
Focus Groups
Business Intelligence
Market Research & Analysis
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DataKey Project Overviews: Business Intelligence Projects
Understanding Customers through Field Research
Challenge
Westchester-based media industry leader with circulation in excess of 350,000
turned to DataKey to forge new strategic direction, increase sales, and create ability
to identify a customer at risk profile.
Actions
• Designed customized field research study and gathered extensive customer
intelligence.
• Synthesized findings and facilitated multiple integration sessions with
Executive Management team.
• Presented 10 key strategic recommendations to CEO, with follow up to entire
management team and sales force.
Results
• Recommendations were integrated into the company’s “go-forward”
strategy with ongoing implementation.
• Several key at-risk accounts were identified and action was taken to retain
those customers.
Enhancing eCommerce and Web Presence
Challenge
A janitorial supplies and equipment distributor sought to increase its online presence
and e-commerce functionality by bringing a decade-old website into the 21
st
century.
Actions
• Studied the competitive landscape of websites and e-commerce capabilities to
take full advantage of competitors’ strengths and weaknesses.
• Researched customer segments and product lines to develop strong
messaging that would resonate with target customers.
• Partnered with a search engine optimization firm to assist in the development
of the structure and content of the website and drive the messaging.
• Assisted in the production of the website by guiding the design vendor.
Results
• Created a modern online presence for the company that both impressed
customers and improved their use of e-commerce.
• Optimized the content of the website to grow hits and rank the client higher
among the major search engines, including many #1 Google hits.
• Facilitated the potential improvement of margins by making it easier to
transition the client’s customers from phone orders to e-commerce.
Industry
Media, Publishing
Company Size
Mid-Market
“The research was delivered on-
time, on-budget, and on the
money. After a thorough
examination, DataKey made
recommendations that were quick
to implement and had immediate
significant customer impact.”
– Senior Manager, Sales &
Marketing
Industry
Industrial Supply, Janitorial Supplies &
Equipment
Company Size
Mid-Market
“DataKey did an amazing job of
transforming our old website into a
commerce site that we are proud
of. We are now eagerly promoting
our website to our customers,
which will improve our margins.”
– President
DK00035, DK00192
Business Intelligence
Market Research & Analysis
Business Intelligence
Market Research & Analysis
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DataKey Project Overviews: Business Intelligence Projects
Improving Sales Forecasting of Consumer Products
Challenge
A major CPG company was relying heavily on its Field Sales team qualitative
information to forecast unit sales. This method resulted in significant inefficiencies
and error rates, ranging between 50 to 100 % on the SKU/product level, wreaking
havoc on supply chain business processes and inventory management.
Actions
• Worked with SVP Sales, SVP Marketing, SVP Operations to address
shortcomings of current forecasting methodology.
• Compiled a database to collect historical sales data and retail market drivers
(e.g., price, distribution, promotion) over the last several years.
• Created comprehensive data-driven multivariate regression models to more
accurately predict sales.
• Conducted comprehensive research on variables that drove sales.
Results
• Compiling extensive market-drivers saved the company $200,000 it had
planned to commit to a marketing-mix research study.
• Implemented marketing-mix analytics to determine sales drivers.
• Demonstrated to Executive Management that in-store trade promotions
proved a more effective way to spend marketing dollars.
Industry
Consumer Products, Paper Goods
Company Size
Mid-Market
“Can we hire the analyst from
DataKey as a full-time employee?
This work is extraordinary!”
– Chief Executive Officer
DK00198, DK00164
Business Intelligence
Market Research & Analysis
Revealing Insights with In-Depth Customer Research
Challenge
Faced with an aging audience base, a NY theater company was anticipating a decline
in future ticket sales and was undecided on how to grow their customer base over
the next several seasons. The Board had generated ideas for marketing to a broader
and younger audience, but was lacking an effective strategy.
Actions
• Designed an in-depth research study to uncover the perceptions, preferences,
satisfaction, and demographics of a 7,000 person database.
• Analyzed survey results including nearly 5,000 open-ended responses and
developed patron segmentation methodology to illuminate further insights
into emerging trends and patterns.
Results
• Extremely high response rate of over 15%.
• Discovered clear patterns in income, spending habits, and show/schedule
preferences amongst segments of newer and younger patrons, enabling the
Board to select the marketing strategies most likely to attract this segment.
• Revealed new insights into elements of the experience most valued by
patrons and the theater’s overall economic impact, giving the Board a
powerful position when negotiating with partners and vendors.
Industry
Arts, Theater
Company Size
Mid-Market
“We could never have understood
our patrons to the degree we now
do without DataKey’s mastery of
research design and relentless
analysis of the data. These findings
have had a direct impact on our
marketing strategy.”
– Managing Director
Business Intelligence
Market Research & Analysis
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DataKey Project Overviews: Business Intelligence Projects
DK00208
Evaluation of Strategic Expansion Possibilities
Challenge
A regional economic development company had an opportunity to expand their
service area for small business micro-loans. To ensure the success of the possible
expansion, a better understanding was needed of local market demands,
competitive factors, business systems and target marketing.
Actions
• Leveraged DataKey and client contacts to conduct extensive primary
interviews with VIPs familiar with the small business environment and
business networks in the expansion area.
• Accumulated data-centric secondary market research to assess potential gaps
in small business lending and the socio-economic conditions in the area.
• Thoroughly processed and analyzed the information collected to develop
realistic, concrete recommendations for expansion.
Results
• Designed an expansion strategy for near-term and long-term, including
immediate resources and contacts for the company.
• Recommended clarified market positioning and a network of strategic
partnerships that would rapidly accelerate the expansion plans.
Industry
Economic Development, Not for Profit
Financial Services
Company Size
Mid-Market
“DataKey delivered more than we
expected. Not only did they give us
clear, concise and accurate
directions for the future, they
promoted our business and
clarified our messaging along the
way.”
– Executive Director of Small
Business Lending
Business Intelligence
Market Research & Analysis
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