Notice the last paragraph of this article about Hanover Direct working with Coremetrics on Catalog Matchback algorithms.
My e-mail inbox and phone have been buzzing lately with queries from online analytics organizations looking to take market share away from established catalog attribution folks like Abacus and Experian.
It will be interesting to watch this trend unfold as executive leadership transitions to those with online marketing experience. These individuals have relationships with online vendors, not catalog vendors.
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Its a shame that everybody is trying to do custom work to connect the dots (Coremetrics algorithms??). Visual Sciences provides the only multi-channel analytics solution that we've seen thus far....one that eliminates the headaches we catalog folks have incurred over the last many years. At the ACCM show in Boston a couple months ago, VS impressed us as well as everyone else that joined us in our amazement of their multi-channel platform. Being able to correlate online and offline data so to really understand for the first time if someone who received a catalog bought online or in the actual store or over the phone. No algorithms with custom dev work. True multi-channel analysis. If there's anything else like it out there, show me. We haven't been able to see comparable solution.
ReplyDeleteI'm not certain it is a shame that everybody is doing custom work to connect the dots.
ReplyDeleteThat would be like saying it is a shame that your company sells the products/services your company sells because somebody else is already the best at doing it.
I will say that I've seen in-house solutions that are pretty darn good.
Finally, many of the good tools still over-attribute response if there isn't accurate mail/holdout testing executed in every mailing.
and what about Netmining http://www.netmining.com
ReplyDelete