Data Analytics
Data analytics, often called data mining, encompasses
all data-leveraging techniques designed to unlock the
money-making potential of your Marketing-Optimized
Database™ investment. These range from simple counts
and queries to the most sophisticated, mathematically
robust analytical techniques.
The following are highlights of the data-leveraging
applications Daystar Wheaton Group delivers. All of
these applications are applicable across multiple promotional
and response channels, including direct mail, email,
web-site behavior, and outbound telemarketing:
- Predictive Models – Combining the best in statistical
practice with Daystar Wheaton Group’s extensive
real-world experience, these enable marketers to
target their customers in order to optimize the effectiveness
of specific marketing contacts.
- Cluster Analysis – These are designed to
produce homogenous customer and prospect segments,
enabling marketers to tailor their message to the
characteristics of each segment.
- Cohort Analysis – This lies at the heart
of conducting sophisticated lifetime value analyses,
as well as other insightful investigations. Equipped
with the powerful tool of lifetime value, marketers
can more effectively manage and increase the long-range
Return on Investment from their existing customers,
and target the acquisition of new customers with
the greatest potential to generate impressive downstream
profitability.
- Key Metrics and Reporting – Because they are
not typically seen as sophisticated data mining applications,
most of our competitors either ignore them or substitute
applications rich in “eye candy” but
poor in insight. Daystar Wheaton Group, however,
believes they are absolutely fundamental. We identify
the metrics and reporting that drive the business,
and then present them to the user in interactive,
highly communicative reporting applications.
- Contact-Strategy Optimization – The Holy Grail
of marketing analytics, this requires the integration
into a decision-support framework of all of the data-leveraging
applications already described. To do this successfully
demands the marketing insight that can only come from
years of practical experience. That is where another
of Daystar Wheaton Group’s key competencies,
Consulting, comes in to play.
To learn more about Daystar Wheaton Group’s
approach to data mining and data analytics, please
explore our extensive Database Marketing
Knowledge Base.
All of the powerful applications described above are
only tools. And, like any powerful tool, they can do
a great deal of harm if not applied properly. Only
deep, real-world marketing experience can ensure that
these tools yield the intended result. That is why
all of Daystar Wheaton Group’s data analytics
is guided by our comprehensive Consulting competency.
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