New Group Encourages Wider Use of Databases

US agency Decision Analyst has launched a Database Analytic Services Group to help clients make more effective use of their databases for marketing.

The new group will offer a full range of MR services alongside traditional database marketing services including database design, data cleansing, modeling, and lead selection.

According to Rod Carver, appointed as Director of the new Group, 'Too many companies limit themselves only to the historical information in their databases. Our program was created to help companies recognize that their databases can be far more than just customer histories. By making marketing research part of a database marketing program, you expand the potential several fold: You begin to look forward into the changing marketplace at possibilities that are little or nothing like what you are doing now'.

Decision Analyst specialises in advertising testing, strategy research, new product development, and advanced modeling for marketing decision optimisation. It also runs the 5 million-strong American Consumer Opinion(r) online panel. The company is online at www.decisionanalyst.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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