DM p22-26 bureaux Dec08.qxp 02/12/2008 11:55 Page 24
Database Bureaux
Clients are help drive targeting models. “We’ll take feeds from
asking for the
the website and use it for modelling work,” says Cano
ability to target
Lopez. “We treat it in the same way as transactional
content and ads
data.”
The company also pulls in response data from
based on our
email campaigns to feed into response evaluation and
back-end ongoing Prospect Relationship Management work,
databases.
and so into further modelling work. Using this multi-
Jon Cano-Lopez, managing channel data helps more accurately predict when and
director, Ai Data Intelligence.
how often to contact someone, what to offer them,
mailing data. Ignoring this part of the market looks and also which channel to contact them through.
like folly. Internet marketing spend overtook direct “Clients are asking for the ability to target content
mail last year and the World Advertising Research and ads based on our back-end databases,” adds Cano
Council predicts the sums invested in online market- Lopez. “It also allows them to work out which miss-
ing will rise by more than 15 per cent by 2012 while ing pieces of data they should be asking a site visitor
direct mail will only creeps up by around four per for.”
cent. At Hopewiser, the company that first brought
“A number of traditional players did stick their addressing software to the UK market, its new
head in the sand for a while,” says Jon Cano Lopez, Documailer product can produce creative output for
managing director of Ai Data Intelligence. “I think both digital and print delivery.
they are waking up to the opportunity now, and it “Bureaux need to design systems from the ground
will be the smaller and more nimble players who can up to handle digital data,” says the company’s bureau
adapt quickly. There is a big opportunity for those sales manager Matthew Tharme. “But the name and
brave enough to invest.” address are still the lynchpin. They have a value far
A specialist in providing merged customer and above simply delivering the communication, helping
prospect databases Ai already uses web log data to to link together the different channels.”
24 Database Marketing December 2008 www.dmarket.co.uk
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