Databases and High Tech Tools to Increase ROI
Insights into customer behavior have been analyzed through databases for decades. Databases have typically been viewed as a way to efficiently store and retrieve customer contact information, which could later be used to pinpoint the exact circumstance and moment when a consumer is most likely to make a purchase. A Central New York-based software production and marketing firm, ActiveSoftware, Inc., recently launched its email delivery algorithm, and now announces its data mining capabilities.
Unfortunately, for as long as databases have been used for business purposes, much of the data gathered goes unused. In an effort to use databases beyond simply contact information and to track trends managers began to use statistical analysis, algorithms, and other tools to pool and mine for relevant data. Mostly, databases do not provide viable business intelligence. Not always due to the fact that the intelligence does not exist in the data, but due to the fact that it was stored incorrectly, or inefficiently, in the first place. This makes it difficult to gather business intelligence from the data.
New technology from ActivSoftware, Inc. provides the ability for XM Mail Server to directly query and communicate with corporate databases from across the corporate platforms. According to Sales and Marketing Director, Rob Thrasher, `This empowers marketers with the ability to mine databases to drive dynamic email campaigns in real time. This propels email personalization leaps and bounds beyond just first name and last name. Anybody can say hi to you using your first name, but no other email technology offers the ability to send hyper-personalized text, offers, product lines, surveys, etc. This technology is so vast that a marketer could send one million different emails to one million people and EVERY single one could be different with little or no work on behalf of the marketer.`
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