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RADAR has been launched as the broking arm of Datalytics.
RADAR offer analytical and strategic support as an inclusive part of their list acquisition service.
Press Release 08/05/2006
BASIC RESPONSE ANALYSIS IS NO LONGER ENOUGH TO INFORM SUCCESSFUL DIRECT MARKETING CAMPAIGNS
New research commissioned by Datalytics, investigating client attitudes towards list brokers, has revealed that clients are not receiving the range of services they require. 63 per cent would like to see their brokers offer more strategic and analytical input to help drive their acquisition strategies. Furthermore, a staggering 72 per cent of those surveyed felt that their brokers delivered an efficient service, but were not utilising analytics to its full potential.
Marketers are increasingly struggling to meet higher customer acquisition targets with limited budgets. 62 per cent have seen an increase in customer acquisition targets from last year, with 53 per cent stating that these targets have increased by up to 25 per cent. 37 per cent of respondents have increased the amount of direct marketing activity this year. Yet customer acquisition budgets have largely remained the same (52 per cent) compared to last year. What is clear from these findings is that clients are now realising the need for increased value and better results from the services they outsource.
Basic response analysis is no longer enough to inform successful direct marketing campaigns. And this is reinforced by the fact that alarmingly only one third felt their list brokers took basic campaign analysis one step further; undertaking more complex analysis to aid overall performance of marketing strategy, incorporating the identification of channel preference and customer value measurement.
When asked what additional services they would like to see their broker providing, 63 per cent of clients surveyed stated that they would like to receive consultation on their acquisition plans and 41 per cent stated that they would like to receive more added value analysis.
The research undertaken by Datalytics has identified a need for a list brokerage service with a more analytical approach. To respond to this need, Datalytics are launching RADAR; a new brokerage service that will provide clients with smarter analytics to ensure clients exceed their acquisition targets. RADAR will be the first of its kind list broking service in the market; offering clients both pre and post purchase analysis.
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