ORLANDO, FL — Direct marketing firm Direct Impact has launched a data mining and modeling service that enables marketers to identify sales opportunities and cost-effectively grow revenue.
Direct Impact LLC, Austin, TX, made the announcement at the 2006 National Center for Database Marketing Conference, which took place at the Caribe Royale Orlando Resort and Convention Center here this week.
The service, DirectView, was developed by the same marketers who built and launched Dell Computer Corp.’s catalog and direct marketing programs. It creates a full-scope picture of a customer’s past and potential value. At its foundation is Direct Impact’s Scoring System, which enables clients to understand the interaction of marketing activities and identify where their greatest sales opportunities exist. C.O.R.E. was originally developed for Dell in the 1990s.
Using a company’s historical customer and transaction data, DirectView calibrates the potential market opportunity and the company’s potential share of that projected future revenue. It then clusters the database based on that value.
In addition, DirectView overlays product purchases and types, sales channels, order values, buying timelines and any additional relevant information. By viewing traditional profile information in conjunction with share of wallet and customers’ unrealized potential, DirectView gives marketers a roadmap for growing revenue.
