We then use a mix of analytical approaches to devise the rules to select the most appropriate product or service to offer to each individual, and to define the triggers that drive the right promotional timing. Steps include:

• Segmenting customers by lifetime worth, recency, frequency and value, trading behaviour and interests, then developing offers to match segment profiles

• Scoring customers and prospects to increase response - identifying more responsive prospect lists and to select the right people for cross-sell/up-sell and telemarketing 

• Identify predictors of churn that can be channelled to enable corrective action

Click here for our analysis and customer insight services

3. Data-driven communications - translating analytical findings into personalised marketing messages. See a 1-2-1 targeted marketing example

We typically use workshops to brainstorm ideas and to develop or refine offers, products and services, then either work with your preferred creative partner or we can introduce an appropriate team to develop copy, graphics, email and web page content.

We undertake all data and production work to generate one-to-one communications, using our targeting workbench solution...

• Personalised direct mail where content varies for each person

• Personalised email communications where each subsequent web page opened is tracked and recorded, and alerts sent to sales when a person clicks on an email link. Click image to the right to see examples of the ultimate in personalisation!

• Personalised telemarketing - we use analytics to determine who to contact, in what order and with suggestions as to which product or service to promote. Again this is based on prior purchase or interest patterns, or feedback from surveys. Whilst we are not a telemarketing company, we partner with some of the best specialists around to provide a one-stop solution.

• Personalised data-driven microsites - driving prospects to automatically generated micro websites where each visitor's web experience changes based on their profile, behaviour or promotion. Web content change is driven from the personalised URL's printed on mailers or embedded in email links, and from all microsite activities that are recorded

• Sales-support web pages. Given each offer sent to an individual is tailored to that specific person, how does the sales person know what offer to refer to? We provide a neat solution where we create sets of personalised web pages that enable sales and telesales staff to view each 1-2-1 offer sent to each of their prospects/customers

...and can project manage the full campaign management and production process, using post campaign analysis and response modelling to find out what works best!

Click here to outline your needs