By inputting data from multiple channel sources, users will be able to analyse which marketing messages have performed best. Data sets that can be uploaded include email and SMS history, contact data, transactional data, web analytics and other data sets, such as Mosaic. Tools available in the solution include flagging by spend and age, frequency capping, predictive segmentation and propensity modelling. Outputs can be used to drive dynamic content across multiple channels.
Steve Lomax, managing director, Experian Cheetahmail EMEA, said: “Digital innovations are driving a more scientific and personal approach to digital marketing and organisations need to use rich customer insight to underpin their communications strategy. “
He added: “This new analytics tool brings together Experian CheetahMail’s proven high performance marketing platform with Alterian’s cutting-edge analytics and campaign management tools. This means that even marketers with limited multi-channel expertise can make intelligent decisions about how to engage customers through the appropriate digital channels and communicate quickly with them through relevant, targeted campaigns.”