stephanhorvath.com

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Direct marketers can say they’ve been using data to determine marketing strategy ever since the invention of mail order. Digital marketers will tell you they use more data – yes, BIG data – than anyone else in the solar system.

But life and technology are moving faster than ever. We need more than even big data can provide. Typical market segmentation and targeting are no longer adequate for the dynamic task of keeping up with our customers.

It takes a new kind of approach to turn real life into real profit for clients. You can track customers’ social, mobile and web behavior, but this delivers an incomplete picture. Marketers need to capitalize on how individuals interact with others and things offline to maximize ROI for clients. Those complex interconnections are more critical and more measurable today than ever before.

Silos have no place in the future of marketing.

Intelligent Profiles is a new approach that builds on social, self-reported and observed behaviors. Then we blend in classical CRM database information to reveal how individuals really act and connect. If the picture isn’t quite complete, we fill it in using the behavioral DNA of others with similar profiles to create a more comprehensive profile.

Using this dynamic dataflow, we can deliver relevant creative communication at vital moments in the sales journey. We have proven that by using Intelligent Profiles we can significantly increase buying likelihood, improve loyalty and reduce churn.

If this tested and proven approach sounds appealing to you, we should talk.