Media Horizons Opens Data and Analytics Group

In the US, direct marketing agency Media Horizons has formed a new Data and Analytics Group and promoted former Account Director Rick Child to head the division.

The firm, founded in 1998, says its new division will address growing client demand for data performance solutions. For existing clients, the group will develop statistical models to determine the most appropriate offers by customer, based on data such as purchase history and demographics. For new clients, it will develop custom prospecting models, by applying proprietary algorithms to clients' own data and appending third party data. Using these models, Media Horizons says that marketers can identify and target the prospects most likely to respond, as well as buy and generate greatest profitability.

Child, who joined the firm in 2006, has been promoted to the position of Vice President, Data and Analytics to head the new unit. He has more than 12 years' client-side experience in all aspects of direct marketing, having previously worked as Brand Director at Scholastic-at-Home and marketing positions at the Danbury Mint and Rodale.

'In the current economy, many businesses do not have the resources to properly analyze marketing performance, build models and use their customer databases to generate profits,' Child explained. 'Our experience and expertise will help them turn customer data into actionable insights they can use to make more accurate targeting decisions, and develop more profitable CRM streams.'

Web site: www.mediahorizons.com .