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Clients generate greater ROI using market segmentation to target “higher value” namesATLANTA (June 6, 2006) – Most organizations have mandated the use of database marketing – cleaning up and improving use of their in-house customer and prospect databases to drive incremental sales. However, traditional database clean-up programs are only marginally accurate and successful at replacing dirty or absent data with fresh, correct data; these programs generally fail to add the market segmentation or prioritization needed to generate higher returns on campaigns. “Traditionally, database marketing programs targeted all names - clean or not - in a database, when only a fraction of the names actually warranted investment,” said Dan McDade, president of PointClear. “By pre-qualifying prospects and applying market segmentation to identify and target the highest-return segments, it’s possible to increase sales performance while decreasing marketing costs. We routinely experience lead increases of 50 percent or more when applying rigorous segmentation techniques to standard customer and prospect lists. Our clients, including CenterBeam, D&B and Lanier, have all benefited from the process.” PointClear’s database marketing and relational segmentation techniques can be applied to in-house customer and prospect databases, as well as purchased lists, to achieve a higher number of more profitable sales in less time and at a lower cost than traditional methods. Analysis is used to pinpoint highest-response segments, so that marketing resources can be focused appropriately. According to McDade, “Determining the value of names you direct market to in advance can help marketers better balance return against investment and make decisions on funding and deployment for future campaigns.” PointClear has written a white paper that further explores the topics of database marketing and market segmentation, entitled “How Relational Segmentation Techniques Help Achieve Higher Sales at Lower Cost”. The paper can be downloaded free here. For nearly a decade, PointClear has been helping companies with complex sales processes improve their sales performance. Market segmentation is a core component of PointClear’s Six Deliverables Methodology™, which integrates marketing best practices, tools and metrics to help companies connect with targets and close sales. Other PointClear clients include Abbott, Briot, Capgemini, Cognos and Meadwestvaco. About PointClear # # # Contact: |
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