 |
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|
Expertise and Experience
Marketing database
design and implementation
 |
Business requirements, data modeling, system
specification |
|
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Wide range of system scope and complexity – consumer
and business-to-business |
|
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Database/systems prototype development –
management/implementation of subsequent production system
development |
|
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Integration with existing operational systems
(orders, billing, transactions, profiling, campaign management,
etc.) |
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Data integrity analyses and processes, database
administration, QC automation |
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Operational data extract, transformation and loading
(ETL) |
|
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Routine operation at our facility or
management/operation of client-housed systems |
Direct Marketing
data enhancement, integration and processing
|
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Expertise and familiarity with data vendors, service
providers, list management agencies, etc. |
|
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Evaluation, acquisition of prospect information
(names, addresses, phone numbers, email) |
|
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Evaluation, acquisition and integration of
enhancement data (demographic, lifestyles, financial, etc.) |
|
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Data append operations – merge/purge, house-holding,
aggregation, summarization |
|
|
Campaign extract design and tracking – segmentation
design, response reporting and analysis |
|
|
Extract processing – segmentation, address
standardization (CASS), de-duping, postal pre-sort |
Analytical operations - data mining and
predictive modeling
|
|
Business analysis specifically focused on data-driven
marketing goals |
|
|
Customer characterization (profiling) and
segmentation (niche identification) |
|
|
Sales types - acquisition, cross-sales, retention,
win-back |
|
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Integration across sales channels - direct mail,
telemarketing, field sales, e-commerce |
|
|
Product specific modeling – response, usage,
transaction-level analyses |
|
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Marketing behaviors – channel-specific response,
usage-level, event-triggered marketing, relationship marketing |
|
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Implementation of analytical results – scoring
algorithms, rules-based marketing |
|
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Initial model verification and effectiveness,
back-end analyses |
|
|
Model/campaign effectiveness tracking and
modification |
Business
Intelligence
|
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Leverage data collected in routine operational
systems for strategic marketing and sales activities (customer
acquisition, retention, product development, and one-to-one
marketing) |
|
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Design and development of reporting, tracking and
decision-support capabilities |
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Trend analysis – customer service activity,
transaction activity, retention analysis |
|
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Segmentation discovery/profiling, predictive
modeling, targeted marketing, event-triggered marketing |
|
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