Market Analyzer is a functionality within Predictive Insights that enables users to build out specific account segments within their prospect account database, as well as identity greenspace or Net New Accounts. Within these segments, users can leverage the propensity to buy model rank/score, as well as specify desired indicators that must be present for each account within the segment. Once the segment filters are set, users can export the segment and upload to their desired platform to action on the list of accounts (e.g. marketing automation, Salesforce, or other marketing tools). To get started, select the “Market Analyzer” icon from the blue Anaplan menu on the left side of the platform.
Creating a New Segment
To generate a new account segment, select the building icon, highlighted in red below. For the segment to save properly, you must select at least one filter criteria. For example, select the desired propensity to buy model. You will be prompted to “Refresh” with a blue button. After clicking the refresh button, the segment will then be saved as “New Account Segment".Rename this segment so it explains the purpose of list, as described below.
Naming a Segment
When opening Market Analyzer, you will see a pre-built “Mintigo Recommended List.” After selecting the pre-built segment, or a new segment that you have created, rename the segment to describe what the segment includes. Note: after renaming, make sure to click just below the title to ensure the segment name has changed. For instance, in this example, the segment is named “NA ABM Q2 Account List Retail.”
TIP: Avoid using special characters, dashes or hyphens in your segment names as the system will give an error and not allow you to save the name. Also, if many people will be creating segments, a standardized naming convention and time stamp will better enable you to manage the segments.
Whether a segment is requested for a marketing, sales or general efforts, it’s important to select the right criteria with the help of the Market Analyzer filters; segments can be broad or very granular to meet business needs. In addition, you can specify whether your segment should include “Known Accounts” which have previously been scored, enriched, or exported from the Predictive Insights platform, and/or “Net New,” which are companies in the Predictive Insights database not previously associated with your own.
In this section, select propensity model you’d like to use. Remember, each model/market is built to solve something different, so be clear on what the segment should be referencing.
In this example, the ABM model was built to predict closed/won accounts globally. In other cases, models are built for propensity to buy or reach different areas of the sales funnels, purchase different products, or even focus on specific geographical regions.
Record Type Selection
In this section, you can build a segment for “Known Accounts",“Net New Accounts”, or both.
“Known Accounts” accounts from your database used to build your models and any records that have been scored by these models, via in-platform list-scoring or integrations.
Note:The Predictive Insights platform does not have visibility to all accounts in your CRM.To ensure all of your accounts are accounted for in the Predictive Insights platform, a suppression list must be added. See“Add suppression list” section below.
“Net New Accounts” are accounts from the Predictive Insights database that are not within the known accounts detailed above or in the suppression list at the time it was added.
Note: Net New Accounts, when selected and exported from Market Analyzer, can only be considered net new at the time of first export. From that time on, these accounts are considered “Known”. There is a “Source” column in the export file to clarify which segment the account was first associated with.
Propensity to Buy Rank/Score Selection
In this section, select the desired rank/score threshold for the segment.
When hovering over the “Account Score”section, a pop-up appears to show rank/score thresholds. In this example, selecting an Account Score of 60 will results in a segment including accounts that score 60 and above, encompassing both A and B ranks.
Marketing and Intent Indicator Selection
Identifying what rank/score of accounts is desired for a segment is the first step. In addition, if there are firmographics (number of employees, industries, annual revenue, etc.) or additional fit or intent indicators you wish to apply to this segment, you can select the desired indicators in this section. Note: if you select an indicator for a segment and you want that indicator to be appended to an account when the segment is exported from Market Analyzer, the indicator must also be turned on within the model/market on the Enrichment tab.
There are two sections to search for indicators as a filter. Either or both of these sections can be populated to further define a segment.
1. Top box = AND condition. Add desired indicators to the top box when all must be present for each account within the segment. For instance, you only want accounts that are in the retail industry, in North America, and have a specific number of employees or annual revenue. This box is not limited to firmographics; however, it can include technology fit indicators or intent as well.
2. Bottom box = OR condition. Add desired indicators to the bottom box when one or more must be present within the segment. In this example, we can see that the account must be showing intent for marketing automation tools OR intent for Predictive Insights. The account can have one or both of these indicators present.
Once the indicators are added to this filter, be sure to hit the “Apply” button for the segment to save criteria selected.
If Buying Stages is activated, segments can be refined by selecting the desired Buying Stage flag. To activate this capability, a Buying Stages pixel must be placed on your website.
Segments can be refined by any of the Buying Stages. Not only can this filter be applied to your existing database, it can also identify net new accounts.
See the Buying Stages guide for more detailed instructions.
To ensure Net New Accounts are truly net new to your database, you will need to upload and use a suppression list. The Predictive Insights platform does not have access to all records or accounts in your CRM, marketing automation, or other systems, rather it only has visibility into those records used to build model, those scored against a model, or those previously exported from Demand Center (Market Analyzer).
This filter allows clients to select the most recent list of accounts in their database. This requires a client to upload a suppression list to the Predictive Insights platform (see next section.) Once the list is uploaded, please select the list of the drop-down menu.
Adding Suppression List to Platform
To add a suppression list to the platform, please take the following steps.
Step 1: Prepare the file
The file should include: Account Name, Account Website/Domain
The file must be in CSV format
Step 2: Login into Predictive Insights platform
Step 3: Upload file to platform
After logging in, go to Settings → Suppression
When in the Suppression section, select “Add Suppression File”
Select the file from your computer by hitting “Browse” to upload the file.
Then hit “Next” and map either the website/domain to the Predictive Insight field. If you do not have website/domains in the file, you can select email addresses from the file.
The file will upload and you will see the name of the file appear in the list of suppression lists. A confirmation email will also be sent to the user that uploaded the list to the Predictive Insights platform.
Activating Net New Accounts
If when pulling segments and selecting the Record Type “Net New”, this option cannot be selected or you see zero net new accounts the first time you run a segment, the market/model has not been activated to pull net new accounts.
Go back to the “Markets” screen
Select the model referenced in the Market Analyzer segment
On the upper right-hand corner, select “Activate Net New Accounts” from the “Other” drop down menu
Once completed, the platform will let you know the Net New Accounts have been activated
An email confirmation will then be sent to confirm completion as well; this usually takes a few minutes to run and email to be sent
Cloning a Segment
If a segment currently exists and there is a need for a similar segment, the platform allows cloning segments.
For instance, to clone the NA ABM Q2 Model:
Select the desired segment
Select “Clone Segment” from the “Other” drop down on the upper right
After selecting clone segment, a new segment will appear prepended with “Copy of” in front of the name of the segment that was cloned. Be sure to rename the segment and make applicable updates to the filters
In this example, the cloned segment will be the same aside from region of focus
Archiving a Segment
If a segment is no longer needed, Market Analyzer allows users to achieve the segment.Similarly to cloning the segment, use the upper right hand “Other” drop down to select “Archive Segment”.
These archived segments can be viewed later with the filter icon in the list of segments.
After you have created or archived segments, there are options to filter visible segments. Select the "filter" image that is next to the “Search Segments” section. This will allow visibility or sorting of segments by Name, Last Updated, Date created, Type of model Lead or Account, and Active vs. Archived.
Reviewing and Exporting Segments
Once a segment is created, the segment accounts can be previewed by selecting the blue "expand" image at the bottom of the segment screen.
After selecting the tab, review the account basic firmographic information, rank, and score. If the list of accounts shows the desired types of accounts, you can export the full list of accounts as illustrated below.
If the segment is missing something, go back to the segment and adjust the filters.