'Nortel Tornado' wins Best use of data 2008 for Nortel

Nortel had developed the concept ‘hyperconnectivity' to describe the current state of technology in which the number and type of devices connected to networks are growing. Segmetrix was briefed to raise awareness of the Nortel brand and generate demand for its unified communications among senior business and IT decision makers.

Using information from Segmetrix's ongoing company research, Dun & Bradstreet, Rhetorik, and Nortel's CRM data, Segmetrix collated information about the top 15,000 companies in the UK market. Ingredients from the data collected were used to feed Segmetrix models to work out how profitable customers were acquired, developed and retained and for calculating buying propensities at the company level. There were six stages:

1. A hierarchy of different companies, taking into account their buying potential, how much they bought from Nortel and how large a market share they had.
2. The location of each company and its subsidiaries was mapped and Nortel's past performance in different regions analysed. Sites with decision makers and a large number of employees on site were prioritised.
3. The geography, industry, employee band, HQ county and incumbent competitors were analysed and several high-return scenarios planned.
4. The sites containing decision-makers were identified and plotted onto city maps.
5. Analysts identified the key vertical clusters of the target audience to tailor the messaging accordingly, and sales reps to be prepared with tailored and appropriate solutions.
6. A shortlist of targeted companies was created and matched in contact data from reputable data providers.