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INFORMATION SERVICES

Data-Rich Company Cracks the Digital B2B Market


The Challenge

A leading business information services company with little presence in the fast-growing business-to-business (B2B) digital marketing space wanted to tap into its powerful data assets to quickly enter this new market. The data-rich company asked Cognizant to help it leverage its core data assets.


Our Approach

We began by analyzing the marketplace, quickly recognizing that it was dominated by companies using “probabilistic” data. Cognizant then helped the company evaluate the opportunity and identify its competitive benefit in both data quantity and quality. We discovered that the company had a treasure trove of first-party “deterministic” data, which is more reliable and useful than the probabilistic data most martech companies offer.

Our initial work led to a proof of concept that demon­strated there could be a low-cost way to enter the digital market. Cognizant recommended an agile, cloud-based data management platform that can assimilate large volumes of first- and third-party data from a wide range of sources, as well as combine offline and online digital data.

Cognizant designed and built a data management platform that mashes up and collates large volumes of this data. The platform enables data segmenting for account-based targeting and marketing. It also integrates seamlessly with big marketplaces, such as Google and Facebook. Together with the client, we are also exploring possibilities to expand its lead list and extract more value using machine learning-based modeling.

Adopting Digital Strategies to Develop a B2B Marketing Business

Cognizant helped the company establish a new line of business, positioning it at the leading edge of martech and adtech, and providing sophisticated B2B user segmentation.

The company is seeing rapid acceptance in the B2B digital marketing space, and it expects to grow this business by 100 percent in 2018. It also expects to generate $35 million of future revenue.

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50%

reduction in time to market due to curation of 40 TB of data

~800

target segments created, which can be delivered to all major data marketplaces

New

partnership opportunities with digital-native companies


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