Sales and Marketing Evaluation Guide

This guide helps Sales and Marketing customers evaluate and understand the value of Enigma data. We'll cover two main use cases:

List Generation

1. Specify an Ideal Customer Profile (ICP)
2. Choose contact criteria
3. Retrieve lead samples
4. Conduct validation checks
5. Measure value

Customer Enrichment

1. Define value
2. Select attributes for enhancement
3. Provide current lead or account databases

Best Practices

For maximum effectiveness, validate your inputs to ensure match quality. See examples below for correct business name and URL formats.

List Generation

1. Specify your Ideal Customer Profile (ICP)

Your Enigma relationship managers will help map your ICP onto Enigma attributes and adjust criteria to retrieve the desired leads. Consider whether you prioritize high volume or high precision in your leads.

Common ICP criteria include:

Size Indicators

• Card revenue (primary size metric)
• Number of locations
• Years in business

Business Lending

For business lenders and card issuers, revenues can be used to design pre-qualification campaigns.

Industry Classification

• Industry codes (NAICS, 4-digit+)
• Enigma descriptions

Transaction Metrics

• Average ticket size (derived from revenue/transaction count)

2. Choose Contact Criteria

Enigma provides several contact methods:

Basic Information

• Business addresses
• Phone numbers
• Operating status

Advanced Contact Data

Through third-party providers:

• Names and titles
• Personal phone numbers
• Personal email addresses
• Key contacts

3. Sample Validation Process

1. Retrieve a sample of ~50 random businesses
2. Verify criteria through online searches:
   • Business name and address verification
   • Revenue validation
   • Industry fit assessment

Revenue Accuracy

For details on merchant transactions accuracy, see our accuracy guide.

4. Measuring Value

Consider these factors when determining lead value:

• ROI calculation components:
  • Conversion rate
  • Customer Acquisition Cost (CAC)
  • Expected Lifetime Value (LTV)

Case Study

Read our FMCG case study for typical lift metrics on small business marketing campaigns.

Customer Enrichment

1. Define Success Metrics

Start with clear goals and measurements:

Example Goals

• Increased conversion rates through better outreach
• Higher retention through improved prioritization
• Enhanced ICP definition through data enrichment

2. Select Enhancement Attributes

Common prioritization attributes:

• Card transaction metrics (revenue/growth)
• Industry classification
• Location count
• Ecommerce status
• Operating status (for suppression lists)

3. Data Validation Guidelines

For maximum match quality, follow these input guidelines:

Correct Format

Business name: "Bob's Coffee"
Address: "123 Main St."
URL: "bobs-coffee.com"

Incorrect Format

Business name: "Bob's Coffee - Brooklyn"  // Don't include location
Address: "123 Main St."
URL: "doordash.com/bobs-coffee"  // Don't use platform URLs

Platform URLs

Avoid using platform-based URLs (e.g., DoorDash, Facebook pages). These often match to the platform business rather than your target business.

4. Advanced Use Cases

Lead Scoring

For lead scoring models, include:

• Target variable (e.g., conversion status)
• Conversion date
• Pre-conversion available attributes

Contact support@enigma.com to learn more about predictive modeling with Enigma data.