I-Centrix
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As the name implies, Merge/Purge was initially designed to merge together multiple lists of names and purge the duplicate records. Today, however, marketers can no longer rely on direct mail as the only channel by which they reach potential consumers. Today's consumers purchase goods via a variety of channels, have varying preferred methods of communication and, as a result, have created a complex challenge for marketers.
In addition to the traditional M/P capabilities, mailers need technology to help support strategic initiatives such as acquisition, retention, cross-selling, and channel optimization.
At I-Centrix, we have developed an application that combines the traditional M/P capabilities, PIN assignment techniques, and prospect database management technologies into a single patent-pending process. Our offering is more cost effective than the traditional M/P and provides measurable benefits that are nearly impossible to obtain using traditional processing techniques.
Managing the number of contacts each consumer receives can be an arduous task. It is difficult enough to manage contacts to existing customers, even with the utilization of a marketing database. It is even more difficult to manage contacts to an ever-changing pool of prospects. Some companies have attempted to solve this problem by building expensive prospect database applications and deploying costly CRM systems.
At I-Centrix, we offer a more practical and affordable approach. We have built contact management capabilities into our M/P process. This technique provides marketers with the benefits of the aforementioned prospect database and CRM systems, but at more economical M/P prices.
The essence of the M/P process is to combine disparate data sources and create a single output file with each record representing a single consumer. At I-Centrix we view this process as an opportunity to append pertinent data attributes and enhance your view of each consumer.
Data enhancement capabilities are a standard part of our M/P offering. Whether you wish to append demographic and lifestyle information, post model scores from your house file, or overlay RFM data from another one of the titles you manage, enhancing your mail file will assist you in accurately targeting potential consumers. The result.more profitable mailings.
Since our M/P offering includes the ability to generate contact management statistics and provide data enhancement capabilities, it is only logical that we combine these variables and use them to build a predictive model customized for your needs. Our unique "Scoring in the merge" capability provides you with a practical and cost effective way to make post-merge mailing decisions. Please contact your I-Centrix representative to find out more about this unique capability. For more information detailing how our process works, contact your I-Centrix representative or login to our website and click on the "I-Centrix Technology" icon.