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Data Management and Insight

The quality of your data is highly valuable to your business. It is estimated that businesses in the UK waste over £100m mailing data that is not relevant and out of date. Poor response rates and a falling ROI is a clear indication that there is room for improvement. Cleansing and managing your data is a necessity and a must have if you are serious about controlling cost and improving ROI.

At Profusion we have built our expertise over years of data cleansing and management and can help marketers gain the most out of their data on a continuous basis.

Profusion Data Management Solution Suite

We have a range of services to suit your business and will work with you to continuously increase the accuracy and relevance of your customer data:

• Data Audit
• Profiling
• Segmentation
• Predictive Modelling

Benefits of using Profusion for Data Management

Customer acquisition:

• Create intelligent customer profiles to improve 3rd party data selection
• Increase response rate via greater data relevance/recency
• Increase your ROI by managing cost and revenue

Customer retention:

• Improve data cleanliness to drive response rates and ROI
• Increase customer satisfaction
• Reduce costs of mailing by purging obsolete data
• Create bespoke models to improve targeting and forecasting

Data Insight - the Profusion approach at a glance

Step 1 - Data Audit

We audit your data to understand the quality of your contact database. We provide a detailed report, giving an overview of any data quality issues which have been identified. At this stage we work with you to define the next steps.

Step 2 - Data cleanse

Based on the output of the Data Audit we will correct contact information and enhance your data by appending 3rd party data (e.g. Lifestyle information).

Step 3- Profiling

We will identify patterns in the behavioural and geo-demographic data available on your existing customers using a descriptive analysis.

Step 4 - Segmentation

From the descriptive analysis, we generate logical customer segments using the profiled data to group customers for targeting. This adds value by increasing the relevancy of campaign content based on individual profiles.

Step 5 - Predictive Modelling

This stage is the most complex and there are a number of different methods we would use depending on the behaviour we are trying to predict. The goal is to identify the likely behaviours of your customers based on their current behavioural and transactional data, helping you to tailor campaigns to these needs.

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