Database Marketing and Analytics
As a leader in direct marketing research and campaign analysis for more than 30 years, Protocol delivers unparalleled analytics capabilities to clients in every sector of the business spectrum. Our methods produce simple solutions to even the most complex challenges.
We leverage data as the key driver of all our direct marketing solution offerings. Our unique expertise and capabilities in data analytics and database marketing programs, coupled with our extensive direct mail and e-marketing services provide our clients with integrated direct marketing programs that increase ROI.
Our integrated client support structure ensures industry-leading service and quality at every step of the process, from the initial consultation to the building of your database to database-driven campaign execution across all channels to the review and implementation of campaign results.
CAMPAIGN ANALYSIS
Protocol can help you build an extensive database of customer data and provide you with the analytical insights to maximize your ability to convert that data into smart marketing decisions. Then we perform detailed campaign analysis to help you learn about what works with your target market, so you can refine your efforts and build upon success.
We start our analytical process by first identifying what your specific goals and objectives are. Then we enhance the initial data set by gathering all the client data attributes necessary, applying metadata such as demographics and geographics, and then appending data from sources such as credit bureaus. Once the data is prepared, the analytics process is about providing actionable business insights. We do that by developing and quantifying predictive and regression models, through cluster analysis and more, using tools such as SAS/SPSS, Alterian, Oracle, etc. Based on the results of the applications, metrics are defined to optimize ROI, LTV, and other yield management measurements. Marketing programs can then be developed based on these metrics, which can be self-rejuvenating based on the results of campaigns applied against them.
Our analytics professionals can build you a customer life-cycle road map that guides you to predictable returns on your marketing investment through business insights, predictive modeling, performance measurement, and strategy and risk management. Each brand-specific lifecycle model will identify high-value customers, optimize sequencing for up-sell/cross-sell, and anticipate customer churn.
The deployment of predictive analytics will:
- Analyze customers and shift resources to the highest lifetime value opportunities
- Identify key marketing drivers and build test-and-learn methodologies to increase yields
- Develop and integrate up-sell strategies into customer life-cycle management programs
- Reduce customer defections by anticipating and eliminating churn drivers
- Enable timely and effective decision making with dashboard and alert reporting
A proven partner with advanced database marketing capabilities.
Protocol's PrecisionStudio database solution offering, powered by Alterian, is the platform we use to build comprehensive databases that can serve as the foundation for all your direct marketing and e-marketing campaigns. This platform allows us to draw data from multiple sources to help model ideal prospects to help you target the right customers with the right messages at exactly the right time.
Benefits of the PrecisionStudio database include:
- Speed and flexibility to develop ad hoc analysis of anything against anything
- Dramatic reductions in query and analysis times, which greatly increase productivity, lower running costs, and increase staff motivation
- Low setup cost and risk, due to ease of implementation and integration with existing business processes and systems
- Easy to adapt, or extend, to match evolving business requirements
PrecisionStudio offers the following capabilities:
- Data integration technology that can import and export in a variety of formats
- Rapid loading of data processes that can be automated and can include data engineering to build derived or recoded data elements
- Interactive analytical reporting tools that allow you to use the traditional world of "rows and columns" reporting
- Expandable and customizable reporting that can instantly add new metrics, dimensions, and formats
- Metadata management layers to allow reports to be easily managed and reused across multiple databases
- Report workspaces to provide a flexible and secure method of partitioning sets of reports, dimensions, measures, and engine data for specific users, groups, and databases
- Component-based report development functionality with visual layout capabilities to allow reports to be saved and reused, making it easy to deploy multiple reports with consistent layouts and formats rapidly in a visual development environment
- Sophisticated charting and graphing to provide a range of options for visualizing data
- Flexible reporting output options
- Report security controls to manage the deployment of reports to selected users
- Business reporting functionality leveraging the software platform from Actuate, a global leader in enterprise reporting applications
- Increased productivity utilizing list selection and fulfillment, customer segmentation, customer product profiling, profitability analysis, retention analysis, response analysis, fraud analysis, data auditing, data preparation and scoring, management reporting, and exploratory analysis