Mining for Golden Data

As you read last week, BPI Media Group has added several new solutions over the past few years. Data Mining is among those new solutions. In case you're not familiar with data mining, it is a data-driven process, managed by a technology that enables marketers to develop, test, implement, measure, and appropriately modify customized programs and strategies. WHAT????

In this week's blog we'll break that down for what it means to you as a marketer. Keep reading, I promise it won't be quite so technical sounding.

Another term for data mining, in regard to how to parlay that into your marketing mix is managed campaign services. As part of our partnership with Kodak, we are pleased to be able to offer you this service.

Managed Campaign Services (MCS)

MCS takes industry knowledge based on your vertical market and combines it with data analytics, marketing sciences, operations and technology to provide project management and delivery for your segmented marketing campaigns. With our alliance with Kodak, we have access to proven campaign management applications, secure hosting, multi-channel campaign execution (print, email, sms, QR codes, etc) and custom integration.

So, what's the value in a Managed Campaign Service?

Rapid Go-To-Market

With our managed campaign services, you can have immediate deployment rather than waiting 3+ years to do the research on your own time and utilizing your internal resources. This makes for a quicker path to revenue and sales growth. It is more than just technology; it is a way to explore new revenue opportunities. This allows your company to achieve stronger margins while providing a differentiated offering and a value that can't be commoditized.

Benefits to You, Our Customers

• Increase response rates by leveraging data
• Determine where and how to most effectively market
• Minimize campaign time-to-market
• Reduce costs with more effective customer targeting
• Achieve superior return on marketing investment

One of the segmentation of the data involves Grouping Customers.

Cluster analysis helps organize customers into groups, each with unique characteristics that can be marketed to. The analysis identifies:

• Group size and potential profitability
• Characteristics of each segment, e.g. wealthy, educated, single, etc.
• Differences in the average response between each segment
• What is important to each segment to determine what to offer

Channel Management and Execution

Customers follow direct mail or click through e-mail and text messaging to visit PURLs that increase likelihood of purchase. Our customers have access to performance analysis through the campaign as well as reporting, so ROI can be tracked. Managed Campaign Services can provide real-time response data, as well as provide post-campaign performance results.

For more information on how segmented marketing can deliver value for your company, click here.

I would love to talk with you about our managed campaign solution and data mining. I hope to hear from you soon!

Until next time...Elizabeth

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