Grizzard Creates New In-House Analytics Group

Share this content:
In an effort to further integrate its services, direct marketing agency Grizzard, Atlanta, recently added a new analytics group.

The new group will be headed by Bill Franks, formerly director of market analysis at Ceres Integrated Solutions, Raleigh, NC, and will bring in house many capabilities that the agency had previously outsourced. While the group will add enhanced trend analysis, segmentation and data-mining capabilities to the agency, one of its primary benefits is expected to be its close working relationships with other agency departments.

"We will meet on a regular basis with account teams to learn what they're working on and what the client needs so that we can analyze client needs on a regular basis," Franks said. "We can show account teams ways to help leverage the information in client databases and they can alert us to opportunities."

The analytics group already has been alerted by account teams about seasonality and other factors outside of standard RFM measures that affect a client's business. On another project, the group has found success looking at recent contributions rather than largest gifts or total lifetime gifts.

"Sometimes it's nothing revolutionary, it's just a way of looking at data differently from how the client has traditionally been looking at it," Franks said.

The group, which has a full-time staff of four but borrows the resources and manpower of Grizzard's account teams and information technology department, expects its capabilities to be used with the extensive list of nonprofits that Grizzard works with as well as a variety of corporate clients.

"At the base of every business, there is a some sort of transaction," Franks said. "And at the base of every business, there is a customer -- and there will always be a certain amount of factors associated with the customer and the transaction to look at."

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above