Profiling and Reporting

Collecting, saving and sorting profile and reporting data is critical to profiling, targeting and personalisation. Thru greater targeting and personalisation leads to higher levels of engagment.

Registration/Preference Data.

Integrating newsletters and promotions have been a very effective way for companies to grow subscriptions. One of the most common way to accomplish this is to host Preference Centers to manage the new and current subscribers’ choices in newsletters and key data. Typically this data includes contact information, demographic and preference information.

Third party data.

The ability to combine third party demographic, psychographic, preference, purchase behavior and firmagraphic information is critical to supplementing online databases with information visitors have not provided about themselves.

Web behavior data.

The addition of behavioral data from your website enables the company to e-mail a special offer to a prospect who browses a product area but doesn’t purchase and provides analysis of events such as the customer who receives an e-mail campaign and does not respond but then returns to the site later to buy.

Campaign response data.

Knowledge of the characteristics of one campaign that drove a customer to respond and of that customer’s detailed response behavior enables sophisticated marketers to develop more personalized, impactful future campaigns. Campaign response data typically includes Opens, Click-Thru, Form Submissions, Bounceback and Unsubscribe data. Also, depending on the campaign you can add Inbound Message data to this list.

POS (Point of Sale) and E-Commerce data.

At the end of the day, it is all about the sales for every organization, so linking point of sale and ecommerce data behavior to each channel (e.g., banner ad, direct mail, email) in a multi-channel campaign directing participants to a Web site, marketers can track individual activity broken down by channel – to measure the effectiveness of the different channels.

Marketers can track pages, for detailed information on donations, purchases, product categories and subcategories (e.g., women’s apparel, cotton shirts) and revenue – as well as on non-purchase transactions such as landing page views and page exits. Marketers can use this information to enhance websites and create personalized and event-triggered email campaigns.

All other information about a customer is critical to targeting and analysis of lifetime value and purchase behavior by such factors as source and segment.

Leverage CRM data.

Companies spend large amounts of money on CRM solutions and data acquisition but they don’t know how to use the information stored in these systems to improve the effectiveness of their marketing campaigns.

No marketing campagin will result in 100% success. But, every marketing campaign presents an oppurtunity to learn more about customers. By leveraging how customers respond to an offer, sale or promotions, companies can create more personalized and more targeted campaigns that generate higher response rates, greater returns, and stronger customer loyalty, while gaining a significant edge over their competitors.