Merkle unveils new optimization framework

Share this article:

Database marketing agency Merkle announced the launch of its Integrated Customer Marketing optimization framework today.

The framework is designed to help companies manage the sales, marketing and services aspects of customer and prospect relationships.

“Direct marketers have gotten very good at optimizing a campaign at a point and time,” said David Williams, president and CEO of Merkle. “But I would argue that they are very bad at optimizing behaviors over a long period of time. We're saying move from a campaign mentality to a customer mentality.”

The focus of the framework will be to segment customers based on attitudes, values and behaviors, manage prospect and customer data and measure the amount of impact that sales, marketing and services have on customer behavior, according to the company.

“This is a great environment for the Integrated Customer Marketing optimization framework,” said Williams. “I think that macro trends are very positive for this kind of thinking. I think people are going back to the core of their business, people are focusing on the customer and asking ‘is the money we're spending really having a positive impact on the customer?'”

“For me, integration, effectiveness and customer-centricty are three very positive macro trends,” Williams continued. “I think what this framework brings forward is a way to organize your thinking and your capabilities to truly get integration at the customer level.”

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

MeritDirect Opens San Jose Office

MeritDirect Opens San Jose Office

A force in direct mail, the company looks to expand its digital data services with a footprint in Silicon Valley.

Neustar Decides to Hand Data Over to its Clients

Neustar Decides to Hand Data Over to its ...

AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.

Arthur Hughes, Who Wrote the Book on Database Marketing, Dies at 86

Arthur Hughes, Who Wrote the Book on Database ...

First published in the early days of the Web, Arthur Middleton Hughes's Strategic Database Marketing remains a bible for direct marketers.