ALC is forging the marriage between marketing information and technology to produce data products, systems, and tools specifically geared to enable marketing organizations to profitably acquire new customers and maximize the value of each and every one.
As an original developer of specialty databases for more than 35 years, we know how complex and confusing the world of big data can be. That’s why we’ve devoted ourselves to bringing together the industry’s most innovative marketers and cutting-edge tech developers to create smart, multichannel databases and solutions.
It starts with an understanding of what gives data value—elements like sourcing, accuracy, quantity, updating, selectivity, and segmentation. But in today’s omnichannel world, a smart database must also allow seamless access to targeted audiences via direct mail, email, digital display advertising, social media, and addressable TV.
A fixed postal data anchor is increasingly important.
Because, if you have a user’s email or IP address, what do you really know about them? What they’ve done on your site. What they’re willing to tell you about themselves—assuming they’re being forthright. You might be able to extrapolate some level of their intent to buy. But the accuracy of online data is suspect, at best.
Now contrast that with postal data. If you have a street address, you have access to a wealth of information about the people who live there. You can learn about who they are, how they live, where they spend their money, and what they spend it on.
Because a street address serves as a fixed anchor, you can attach additional data attributes from thousands of third party data sources to it. And the data is accurate.
Until now, digital media practitioners didn’t care much about data quality. They were trafficking in eyeballs. And—to them—all eyeballs were essentially the same.
Now, that’s changing. Online marketers are finally beginning to recognize the value of data accuracy, targeted messaging, market segmentation, profiling, and modeling—the mainstays of direct marketing. These elements are the cornerstones of ALC’s Smart Data Assets, Digital Solutions and Omni-Channel strategic planning platform.
Find out how ALC’s Smart Data Solutions can positively impact your marketing ROI
For more information, contact:
President, Smart Data Solutions
In the modern world, Data drives marketing. But how did this come to be? And is there such a thing as too much data? Check out the ALC infographic on the evolution of data. See where we’ve come, where we are going, and how you can use data to break through the noise in the marketplace by making your communications personal.