Every time a customer contacts you, makes a purchase or responds to a direct mail campaign, they are telling you something. Through data acquisition, you have the unique opportunity to listen to them. The more data you collect, the better you can pinpoint customer need and enhance the customer experience. On the phone, through the mail and online, leveraging data helps you provide a more personalized experience and integrate a true one-to-one marketing approach.
In 2005, InfoCision launched our Business Intelligence Group to enhance personalization and create a more individualized marketing experience. An extension of what InfoCision has done for businesses and organizations for decades – help you connect with customers and donors in a more personal way – the goal of the Business Intelligence Group is to dig deeper, and use data to create more targeted marketing campaigns that drive response and increase return on investment (ROI).
InfoCision’s Business Intelligence Group helps clients identify individuals most likely to purchase a particular product or support a particular cause. Along with list development, the Group’s analytics team helps take our knowledge of data to the next level. They work to pinpoint what your customers or donors look like, how they behave, and what characteristics they have in common. We utilize that analysis to develop predictive models and target other individuals across the United States most likely to become customers or donors for our clients.
Data Analytics: Targeting individuals to drive customer and donor response
Data analytics is the process of pouring through data to highlight useful information that can be used to enhance a marketing campaign. At InfoCision, we achieve one-to-one marketing by conducting tests on a daily basis where we utilize predictive models, customer data profiles, segmentation strategies and demographic scripting techniques to return higher results for our clients. Here are some innovative data resources our Business Intelligence Group provides:
InfoCision Consumer Database
Our InfoCision Consumer Database contains over 200 million records, as well as demographic (attributes such as age, gender, geographic location) and psychographic (attributes such as lifestyle, values, preferences) data.
Predictive modeling is the process of using customer data to predict future behaviors. Using these models, we can create a process for determining individuals most likely to purchase a product or support a cause.
Customer profiles are created by using data to determine similar attributes of people who take specific actions (purchasing a product, responding to a phone call, etc.). You can then work to target such individuals with your marketing.
Market segmentation is the process of taking a list of people and grouping them together based on shared attributes. By targeting the right people, your organization can increase cost efficiency and drive response.
Tailoring the message to different groups of people with different needs, wants, interests, etc. For example, we script a different message for a 65 year old male living in the Midwest versus the script we use for a 25 year old female living on the West Coast.