OPPORTUNITY CLICKS IN DIGITAL NEIGHBORHOODS
KNOWLEDGEBASE MARKETING AND WUNDERMAN LAUNCH ONE OF A KIND
E-SEGMENTATION SYSTEM
Orlando, FL ( December 9, 2002) - KnowledgeBase Marketing and its parent company Wunderman today unveiled Digital NeighborhoodsSM, a unique tool that segments consumers by their online behavior — the amount of time they spend online and the purpose for which they use the Internet. Digital Neighborhoods segments consumers into 17 clusters giving marketers an innovative way to customize their offers and messages to increase response to targeted marketing programs. These Digital Neighborhoods segments are immediately available for data enhancement and list rental.
Digital Neighborhoods examines consumers in their terrestrial world and in cyber space. By combining online intelligence gleaned from actual click stream data with demographic, lifestyle and transactional data from KnowledgeBase Marketing’s AmeriLINK® national consumer database, statistical analysts classified consumers into segments by e-involvement – their presence, relationships and transactions online. The resulting Digital Neighborhoods predictive model offers 17 clusters that describe consumer digital behavior from sporadic surfing to a propensity to visit secure sites.
“Digital Neighborhoods reveals unique insight into how and why consumers embrace the Internet. Once you understand what digital neighborhood your customers and prospects live in, it’s easier for you to communicate with them in a meaningful way,” says Heidi Lanford, senior vice president of analytics at KnowledgeBase Marketing. “Your messages become more relevant and targeted in the channel they prefer.”
Joint research conducted by KnowledgeBase Marketing and Wunderman revealed that direct marketers face increasing challenges optimizing responses to email campaigns due to:
• Increased volume causing consumer dissatisfaction
• Higher bounce rates due to list age and churn
• Multiple addresses resulting in mail duplication and reader fatigue
• Lack of relevancy from not recognizing different online behavior.
To combat these marketing challenges, KnowledgeBase Marketing and Wunderman developed Digital Neighborhoods to help marketers understand and address both the terrestrial and digital aspects of consumer behavior.
“Email is still a great way to reach out to your customers and prospects cost-effectively,” says Chip Walker, executive vice president for strategy and business development at Wunderman. “But to optimize your email campaigns, you must understand what drives a consumer to the Internet and what he does - and doesn’t do - when he logs on. Digital Neighborhoods is the first segmentation tool on the market that takes both offline and online behavior into consideration.”
Digital Neighborhoods helps marketers to identify customers who can be easily migrated to an online relationship and to find prospects or customers who use the Internet for specific activities. With this intelligence, marketers can further engage their audience through customized messaging, recognize individuals who would consider a technology or Internet-related product, and identify segments likely to respond to an email campaign targeted to their stage of life.
About KnowledgeBase Marketing
KnowledgeBase Marketing, Inc., a Wunderman company, is a leading provider of information marketing and award-winning CRM solutions that enable companies to acquire and manage profitable customer relationships across traditional and Web-based contact points. For over two decades, the company has partnered with clients to develop data-driven, actionable and profit-focused marketing strategies that empower clients to make informed business decisions. KnowledgeBase Marketing combines consumer and business data and enhancement, advanced data processing, analytics and consulting, and customer relationship management to drive and enable clients’ business strategies. DM Review Magazine recognized the company as one of the top 100 CRM and Business Intelligence companies for 2000, 2001, and 2002.
About Wunderman
Wunderman is one of the largest, most experienced customer-focused marketing communications companies in the world, employing 3,400 people in more than 75 offices in over 37 countries. Wunderman builds brands by creating tangible, imaginative customer experiences that drive sales and help clients keep their customers for life. Its focus is simple: acquire, keep and offer value to customers in the most creative way possible. Wunderman’s success stems from its ability to derive critical knowledge from customer data that serves as a guide throughout the creative process and zeroing in on customer profitability. With global resources in strategy and insights, customer dialogues, creative, database marketing services, media planning and buying, interactive, promotion and events, Wunderman helps marketers discover and implement new opportunities for growth and profit in managing their customers as a strategic asset. Wunderman is a division of Young & Rubicam Inc., a world leader in commercial communications and member of the WPP Group (NASDAQ: WPPGY)
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Further information:
Peggy Garner
KnowledgeBase Marketing
(713) 995-2358
peggy.garner@kbm1.com
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