Search by company

DNA Strands is pioneering segmentation tool

Edited by the Marketingservicestalk editorial team Oct 11, 2007

Information Arts is launching DNA Strands - a groundbreaking segmentation and communication planning tool that allows SME data to be divided for greatly improved targeting.

Information Arts, Europe's leading B2B relationship marketing consultancy, has launched DNA Strands, a tool that allows SME data to be divided in a useful and meaningful way.

DNA Strands is an extension of Information Arts' existing 'Decisions, Needs and Analysis' (DNA) database which was developed by blending together a number of complementary data sources - including individual level data gathered through primary research.

This blending process results in comprehensive and rich source of small business information at both business and business owner level.

IA's analysts have applied statistical segmentation techniques to all of this data to develop the new system.

By adding DNA Strands to customer data, the system enables users to gain a much more rounded view of small business behaviour including information such as spending patterns, media preferences and business life stage.

This detailed information allows for a comprehensive and insightful view of UK SMEs to be gained, and most importantly permits businesses to gain a greater understanding of how and when to communicate with other business owners in order to maximise results.

Simon Lawrence, CEO, Information Arts, commented: "Our mission is improve understanding of small business behaviour in order to support better outcomes in lead generation and customer marketing programmes to small businesses.

"DNA Strands provides new understanding - and can be easily and cost effectively used to improve outcomes in all targeted DM.

"Using DNA Strands gives a more holistic and appropriate view of small business behaviour and de-emphasises the importance of SIC codes in explaining purchase decision making.

"Alongside our other targeting components like PIC and GIC, it will completely revolutionise the way that Information Arts is able to gain and use insight derived from data.

"This will ensure that our clients are able to take targeting to a new level and release more value from their relationship marketing programmes.".