REaD Group ups ante with people movement file
2 Aug 2012: The REaD Group has announced the formal launch of Qinetic, a file it is referring to as "an evolutionary leap in suppression file innovation". As well as enabling companies to identify gone-away and deceased people on their database, it delivers what the data asset management specialist says is the single largest source of Relocated Addresses in the UK and the most up to date record of the Latest Occupier names along with intelligence profile appends on each match – all in one file and for one price.
The file capitalises on the fact that people movement occurs naturally on every marketing database and it’s a constant challenge to identify, track and analyse these changes. Qinetic provides a simple and efficient way of identifying and tracking those people to ensure greater accuracy, drive higher response rates and increase customer retention.
“Most companies are fully aware of the benefits of suppression and match their data for gone away and deceased records prior to carrying out marketing campaigns,” commented Mark Roy, CEO of The REaD Group. “We are, however, starting to see a change in the way in which clients view suppression – rather than simply removing flagged records, some are now analysing the suppressed cells in order to drive their next action. They have discovered that overlaying intelligence to suppression matches can throw up interesting customer trends, revealing previously unrecognised segments that are proving extremely profitable.”
The new file encourages marketers to take a fresh look at suppression data and turn it to their advantage to gather new insight about their customers that can help them target with even greater precision. Using information gleaned from suppression is one way to build a more accurate picture of your retention and churn. Qinetic seeks to overlay information that will enhance a company’s understanding and practices, so they can get more from their marketing.
Roy continued: “Clients are also looking to streamline and simplify their internal processes – they are seeking to reduce the number of suppliers they deal with but develop better and closer relationships with the ones that are left. They want co-created solutions that drive real value. Qinetic combines multiple datasets in a single file – delivering what has previously only been available through several products and a number of different suppliers.”
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