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Barry Leeson-Earle, our Data Director, writes:
Basic response analysis and profiling is no longer enough to inform successful direct marketing planning. This is demonstrated by the number of companies now looking to replace yesterday's segmentations - which can be out of date the moment it is supplied because people change behaviours and life stages - with more meaningful and dynamic solutions like trigger activities such as insurance renewal dates or queries. These are now recognised as more valuable to the client, presenting, as they do, the customer's buying window and allowing that to really inform and drive the marketing activity.
There is no doubt that available budget will influence approach. Smaller clients will be delighted with the insight that relatively low-budget profiling can offer them, but this does not necessarily mean that they are confused about its limitations. Any supplier worth their salt will work with the client to identify and agree the business needs upfront. This will not only allow for a focused approach to the work but, importantly, allow the client to fully understand both the potential benefits and the limitations of the brief.
Confusion may be caused by the sheer number of suppliers entering the market. As demand for analytics increases, so a wider range of companies are now offering these kinds of services. However, with such a glut of providers in the marketplace, it follows that there is also a diverse range in the quality and depth of analysis offered. In other words, you pays your money, and you takes your choice
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