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Intelligent targeting
Increased relevancy = increased business
When it comes to any aspect of selling or
marketing, relevancy is key. For instance,
if a someone is wanting to buy a van, you
don't then send them to a website or forward
them information
about a car.
A rather obvious example, but this is, in
effect, what often happens when executing
campaigns without first analysing the data,
and secondly not having the right skills
and infrastructure to instigate
behaviour-based marketing.
That's where we can help
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We provide the analytics and
technology framework used to vary
the
message content and images at an
individual level
Our skills are based around
intelligent targeting - providing
a specialist 'workbench' to help you
first understand the sales and interest patterns
for groups of customers and prospects.
We create an optimum number of segments
- groups of people sharing similar
characteristics - using statistical
techniques to uncover trends that would
otherwise be missed. Based on what each
segment looks like in terms of its
profile, we can suggest an appropriate
customer development strategy to
cross-sell, up-sell, reactivate, etc.
We then examine the trading and interest
data for each individual which is used
to determine an appropriate product to
promote,
message theme, and the right sales and
marketing channel to use. This
intelligence is transformed into data
'triggers' that vary the message content
- headings, copy, offer, images, web
page links, etc. -
of individually personalised email,
direct mail and SMS communications, and
the landing pages where each responder
is directed to on a dedicated campaign microsite.
 In essence we partner with you, your agency,
or your service provider, to fine tune the
targeting, message relevance and the experience
your current or future customer receives.
We can even generate
individually personalised 'welcome maps'
to increase response.
Optionally we can give your marketers on-line access to a
transformed
single
customer view of your data, so
they can
undertake elements of the analysis,
segmentation and targeting themselves.
The benefits
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More qualified leads leading to more
high value customers
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Increased customer interaction through
more relevant communications
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Validated contact details captured during
the fulfilment process
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More email addresses gathered from the
direct mail channel
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Additional profile data -
targeting intelligence - captured
through surveys and needs assessment
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A better return from channel management
by 'value allocating' customers and
prospects
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An improved customer experience leading
to an increased frequency and value
of business
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Customer defection minimised, and
more high-value customers who have
lapsed brought back to your company
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So, what's it all about?
Behaviour-based marketing is a continual
dynamic process of collecting, enriching
and analysing data on customers and prospects
in terms of their trading and interest behaviour,
and learning how best to influence them
to enhance business returns.
The key is to then translate these findings
- including any predictive insights
as what the individual is likely to do in
the future - into personalised marketing
communications with content, offer, price,
etc., varied on a 121 basis.
 That's
what Tech4T can do for you - handle the
complete behavioural targeting process!
Explore the possibilities... Call Tech4T
on 01733 890790
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