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Our Approach and Philosophy We view systems as tools... whose function is to support the creation and execution of strategic marketing and sales efforts. Often, but not always, our involvement includes the design and development of those systems - marketing databases or data warehouses. In this case our thorough understanding of the eventual use of these systems - specifically, a focus on sophisticated direct marketing activities - typically results in a more cost-effective and useful result than marketing databases built by IT departments alone. Effective and efficient direct marketing benefits greatly from information about customers and prospects that can be derived from data that resides in a marketing database. Mercatus' initial area of expertise and effort was in the execution of sophisticated analytical operations - predictive modeling, cluster analysis (niche identification), segment profiling, trend analysis, and the like. In addition to leveraging the information collected by our clients in the course of their usual business activities (order-entry, billing, etc.), Mercatus is very experienced in the evaluation, acquisition and integration of third-party enhancement data. These data include demographic/firmographic information, financial data, cluster codes, and other information – at the individual or household level as well as at various levels of geographic aggregation. More recently, we have added another arrow to our quiver in the form of address standardization, merge/purge, and other processing capabilities to support the generation and subsequent tracking of direct marketing extracts for mailing, telemarketing and e-mailing. The cost-effectiveness of these extract and response-analysis activities is greatly enhanced when combined with a marketing database initiative. To then close the loop, extract and response data from a given campaign can be integrated back into the marketing database. This leads to substantial improvement in subsequent marketing efforts, based on updated analyses and investigations. |
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