Merkle Offers Database Marketing Roadmaps

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Database marketing agency Merkle expanded its consultative offerings with the launch of Database Marketing Roadmaps, a marketing methodology to help design, implement and assess database strategies, the Lanham, MD, company said yesterday.

Along with providing consulting in data analytics, modeling and business intelligence, Merkle now offers guidance regarding all areas of an organization that often are affected by database marketing programs and strategy. Database Marketing Roadmaps are available to companies across various industries.

Merkle consultants use the roadmaps to determine an organization's readiness in using and implementing quantitative database marketing programs. The roadmaps are organized into four areas:

· Strategy. This area includes strategy roadmaps that can determine how an organization's database marketing approach integrates with its overall corporate marketing and customer management strategy.

· Critical processes. This area includes database marketing management roadmaps that identify the critical processes associated with implementing database marketing strategies. These include strategy management, content management, analytics management, data management, campaign management and performance management.

· Profit drivers. This area includes roadmaps for the components that directly influence marketing results. The components include audience selection, offer arbitration, contact management, media and channel optimization, messaging and creative.

· Constraints. This area includes organizational and infrastructure roadmaps that provide guidance into operational and technology issues that can limit the effectiveness of database marketing programs and prevent an organization from reaching its profitability potential.


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