Direct Tech

PIN GUIDES PROSPECTS TO PERSONALIZED WEB SITE ...

PIN GUIDES PROSPECTS TO PERSONALIZED WEB SITE

A new direct marketing tool from Toronto-based Moore Response Marketing Services is said to allow marketers to connect with consumers on a one-to-one basis – and gather valuable data – through the use of a personalized Web site. Marketers using Moore’s ‘Intelligent Jump Page’ can send consumers a direct mail offer – marked with a personal identification number – which guides the recipient to the product or service’s Web site. When the consumer enters his or her PIN, the site recognizes the customer and immediately retrieves demographic information about him or her from the campaign database. The Web site’s pages are then customized, incorporating copy, incentives, tone and manner that are tailored to the respondent. Visitors can also be prompted to provide information on buying habits and product preferences through a series of online feedback forms.

REAL-TIME CUSTOMER DATA VERIFICATION

A new Web-based service is promising to help online retailers keep their customers happy by delivering their goods to the right address in a timely fashion. DataQuality.net, developed by Group 1 Software and Usinternetworking, gives companies real-time address verification and appended customer demographic data, based on a customer’s geographic location. DataQuality.net can validate, correct and/or format customer and prospect addresses for the United States, Canada, and over 200 countries worldwide.

DATA MINING SOLUTION TARGETS ONLINE MARKETERS

Net Perceptions, a U.S.-based software company, has released a new data mining program that promises to give online businesses a better understanding of the factors that drive customer loyalty. According to the company, its E-commerce Analyst program analyses customer behaviour to determine which products they buy and when. It can also reveal propensity relationships between products – for instance, buyers of aquatic gardening supplies are likely prospects for yard furniture offers.

RICH MEDIA HELPS E-MAIL STAND OUT

Dynamic Direct has unveiled a rich media e-mail solution to help marketers deliver e-mail messages that stand out from the clutter of text-based missives. Dynamic Individualization is designed to marry customer database information – such as a customer’s name, home town and purchase history – with streaming rich media, including animation, voice narration, graphics, pictures, video, music and sound effects, to deliver relevant and engaging e-mail offers that are targeted and unique to every recipient. The end result for online marketers, according to the company, is higher clickthrough and conversion, and better return on investment.