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“But, until now, their 1-to-1 marketing campaigns merely provided offers based on an individual’s market segment classification and possibly some clustering. With the launch of I-Distinct, marketers now have the ability to access distinct details about an individual consumer and then devise marketing campaigns that fully leverage that intelligence. As a result, marketers are able to truly personalize campaigns, thereby reducing their marketing volume while increasing response rates.”

Using a statistical model that leverages Intellidyn’s extensive consumer data sources and years of analytical expertise, the I-Distinct service consists of three phases:

· Marketing DNA & Consumer-Product Relationship Identification – First, customers are profiled and/or prospects are modeled by extracting information about the individuals from the plethora of data sources housed by Intellidyn – hosted sources encompass more than 50 Terabytes of current consumer data spanning over 1,500 attributes.

Consumers are then clustered according to life-style habits. Next, working at a very granular level, extensive data – attitudinal, life-style, values, passions demographics, etc. – is gathered for each individual. From this data, an individual consumer’s distinct marketing DNA is identified. A statistical model is then run to determine the individual’s Consumer-Product Relationship (CPR) – the relationship between product characteristics and the consumer’s marketing DNA. The model, supported by business rules, product attributes and company priorities, identifies the key product or service messages that will best resonate with an individual given their unique marketing DNA. This detailed intelligence is used to generate a matrix mapping each individual consumer’s marketing DNA and Consumer-Product Relationship

· Personalized Message Creation - Once a consumer’s distinct ID (marketing DNA and CPR) is identified, unique content and objects (such as texts, graphs and photos) are created. I-Distinct then matches the personalized messages for each consumer by dynamically applying the target consumer’s CPR to the campaign. Templates are then designed to be dynamically populated based on the optimized recommended match driven by the CPR analysis. Object tables are created to support future object driven, personalized email or direct mail campaigns.

· Personalized Marketing Campaign Execution - Leveraging the marketing DNA, CPR and resulting personalized messages created, communication workflows – including timing and triggers – are developed. The personalized marketing campaign – either email, direct mail, or both – is then executed. Once the campaign is launched, results are continually tracked, monitored and measured to ensure optimal performance and optimal campaign ROI.

Availability

Available immediately, the service can be used to help drive further revenues from existing clients or prospects and supports multi-channel efforts. Industries that have products or services with multidimensional attributes – such as retail, banking, travel, and automotive – are most suited for the service.