Managing Your Customers and Campaigns

Effective campaign management is no easy task. Targeting customers or prospects at the right time, with the right offer, and through the right channel requires detailed planning and smart execution.

Datamine works with companies throughout the campaign planning process, from clarification of a campaign's aims, objectives, scope and target audience through to assistance with data briefs, extraction of mailing lists and post campaign analyses.

Datamine can help identify campaign segments, using profiling to group customers with similar needs so the campaign can be targeted efficiently and cost-effectively, and with appropriate communications.

We also build predictive models to greatly increase an organisation's likelihood of contacting the customers most likely to take up a specific offer.

In addition to managing the planning and execution of a campaign, outcome analysis is also required to continuously improve performance, making the best use of communications and maximising the effectiveness of subsequent campaigns. Datamine's post campaign analysis falls into two broad areas:

• Profile analysis - to gain a better understanding of customer behaviour and compare the characteristics of responders and non-responders
• Response analysis - to understand the response performance and financials of the campaign. This analysis calculates the overall results achieved and the results by segment and encompasses financial calculations such as cost per response, cost per conversion, and return on investment.

Datamine works in partnership with other leading marketing solutions providers to help our clients manage their campaigns. One of these such providers is Ubiquity, specialising in both text and email marketing campaigns. Their proven technology platforms allow the creation of sophisticated one-to-one marketing systems, across multiple channels.

Through our partnership with global marketing software leader, Unica, Datamine also offers a software tool called Affinium, designed to help marketers automate the marketing process. Affinium software is flexible and compatible with a wide range of other databases and applications and it is a modular solution so you select only the options that you need.

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