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Data analytics partnership brings customer insight
An
Intellitracker product story
Edited by the Marketingservicestalk editorial team
Dec 4, 2007
UK web analyst Intellitracker and marketing data specialist Talking Numbers are working together to offer true integration of off-line and online data analysis.
The partnership promises the most rounded customer insight available on the market to date spanning direct marketing and website behaviour analytics.
David Hudson, Commercial Director of Intellitracker, explained: "There are plenty of web analysis tools out there but most just provide simple web stats such as the number of page views and visits; this is fine if all you are looking for is site popularity.
"If you need to know how successful your marketing campaigns are or you want to build prospecting models, you need much cleverer analysis that gives you insight into the visitor and their behaviour".
"The off and online markets are coming together," says Nigel Magson, Managing Director of Talking Numbers, "Online media has been developing with some great successes for some time, yet most companies are still handling their data in separate silos with no or little integration with their off-line customer databases.
"Many companies are tracking activity on their websites but with the data often being very simplistic and different from their customer bases they are failing to utilise the potential for customer insight and prospecting, with little real understanding of their website visitors and how to feed this back into their marketing data strategies".
Initially Talking Numbers, renowned for its award-winning bespoke data solutions, will lead the partnership integrating Intellitracker's ground-breaking web analysis tool Intellitracker Enterprise with the forthcoming relaunch of its web-accessed marketing database solution.
The two companies are combining their strengths after successful trials in working side by side with common clients.
Combining off- and online datasets across a common platform will make possible new levels of all-round customer insight, prospecting and the development of marketing data strategies across all direct marketing channels.
A new innovative data solution is under development for anticipated launch spring 2008.
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