SME&U
SME&U’s data enables a business to understand where to target and who to target
Industry
SME&U models the ANZSIC code based on the content of the business’s website. It uses a combination of natural language processing and machine learning. *
Growth Potential
Modelled based on the directors running the company combined with the industry and location of the business.
Size
DOT uses a combination of the directors, online footprint** and locations of the businesses, to enable it to rank each business within a region and industry.
Director Ranking
Every Director in NZ ranked by the number of directorships of large businesses in specific industries.
Turnover
DOT leverages its relationship with Verifone to model the turnover for businesses operating in the Retail segment.
Marketable Attributes
Address(s), phone number and website address.
* Using the self-reported level 1-6 ANZSIC industry codes in the companies office as a training set
** Business website, media mentions etc
SME&U Case Study
Brief
A large NZ corporate wants to grow their market share in the mid-market.
Approach
DOT firstly base-lined market share for each region and industry in NZ. This was completed by matching the customer data set with DOT’s SME&U dataset.
Based on the market share finding’s, DOT used SME&U to generate prospects for the sales teams.
Outcome
The results of the initial campaign were such that the corporate signed up to an ongoing SME&U licence.
Over the last 12 months, DOT has provided quarterly market share reporting and prospect lists.
The corporate has reassigned its sales team into areas with the largest opportunity and have significantly improved conversion rates compared to historical campaigns.
