January 9th, 2009 5:13pm EST

Alliant article identifies new segmentation strategies for consumer marketers.

Marketing VP Rick Witsell cites need for revisiting segmentations to support multi-channel strategies.

Brewster, NY – Alliant has recently begun a campaign to educate marketers on the need to develop a more comprehensive view of their customer base. “If you continue to look at customers through the prism of your own house file, you’re going to miss other marketing opportunities,” said Rick Witsell, VP of Marketing at Alliant.

“We’ve developed a product called the Alliant 3D Customer Analysis, which is a powerful source of insight for marketers. Our clients have gained a wealth of information for channel development, new target segments, even product development. We’re finding that marketers are often surprised by what they learn from another view of their customers can give them.”

Witsell recently authored an article for Target Marketing which discusses the role of 3rd party data sets, segmentation strategy and model development in helping marketers develop more global strategies for acquisition, retention and reactivation.

“As marketers shift spend from direct mail to new channels, they have to understand where their opportunities are more quickly,” says Witsell. “The days of milking a control offer year after year are fading fast. Rethinking segmentations is a step toward reaching new consumers in new ways.”

About Alliant Cooperative Data Solutions, LLC
Alliant delivers consumer segmentation solutions that help marketers identify their top prospects and customers, and achieve higher levels of profit in direct and interactive marketing campaigns. Alliant’s proprietary Cooperative Performance Databases are built from historical transaction-level customer records contributed by many of the world’s leading direct response marketers, powering marketing decisions with a rich, detailed source of consumer behavioral information. Alliant’s data-driven analytic solutions deliver increases in response and average order size, minimize payment risk, enable mining of new acquisition sources, and increase the success of customer retention and reactivation efforts for direct and interactive marketers. Alliant is based in Brewster, New York.

Labels: acquisition, Alliant 3D Customer Analysis, multi-channel strategies, new Alliant solution, predictive segmentation solutions, reactivation, retention, Rick Witsell, segmentation