As the planning effort for 2015 kicks into gear, CMO and CSOs are under pressure to deliver growth in existing lines of business without big increases in spending. If you’re sales organization and campaigns have been delivering for several years, it’s time for a checkup and analytics can help. With the launch of ZIP Pointe©, KDD Analytics can help you identify the territories and verticals with the greatest growth potential by comparing total market with your existing customer base to find “opportunity spend”.

“Knowing opportunity spend allows you to focus marketing campaigns where the untapped customers are. It also provides the data to reposition the top sales closers, your “hunters”, where they’re needed and back fill more saturated segments with client services. The sales organization will be happier doing what they’re best at and the CSO will spend less time beating his team to hit growth quotas in fished out markets.” says KDD Analytics (KDD) President, Dr. Duffy-Deno.

KDD explains ZIP Pointe© in the following presentation.

Developed for CMOs and CSOs on a tight budget trying to meet planning deadlines, KDD’s new SaaS offering, ZIP Pointe© is used to analyze and size geographic markets down to the 6-digit NAICS level. And with the custom integration of customer data, it can be used to profile customers, estimate market and wallet share, identify specific market segments of high spend potential and generate a list of ZIP codes sorted by opportunity for targeting purposes.

ZIP Pointe© summarizes and enhances US Census Bureau data for over 7 million private sector business sites with paid employees across the US. This data is enhanced with estimates of revenue and payroll per site and measure(s) of potential spend per site (what companies could spend on software for example). The data is reformatted and displayed online in an interactive Tableau dashboard which can be used in a 2015 Operating Plan and then updated during the year to track performance.

Integration of customer data in ZIP Pointe© allows for customer base profiling, estimation of market and wallet share, identification of whether the correct segments are being targeted in terms of revenue and potential spend per site and the degree of success in penetrating specific markets. It’s not only for marketing and sales management, we also highlighted this tool for M&A due diligence on the ai-one blog.

ZIP Pointe© is offered on an annual subscription basis at a very affordable $1,999 or $2,999 per user, depending on desired capabilities. Integration of customer data adds a one-time cost, the amount of which depends on whether firmographics need to be appended to the customer file. In the case of single product line, the total cost would likely be $5,000 to $10,000. Check out ZIP Pointe© at and don’t forget to add BrainBrowser and BrainDocs to power up for 2015.

KDD provides expertise in predictive analytics and Tableau visualizations, with domain specialization in B2B quantitative marketing analytics. If you’re looking to attack your growth plan for 2015 backed by powerful marketing analytics, contact Dr. Duffy-Deno at or give me a call and I’ll introduce you.