Harte Hanks Introduces Big Data Refinery Platform

US-based direct marketing and targeting giant Harte Hanks has launched a Hadoop-based 'Data Refinery' platform, that compiles, validates, and enriches customer data from disparate sources to provide marketers with a view of customer behavior and intent.

The new platform, which has been introduced to help clients organize large volumes of customer information, sorts and manages data across multiple sources in near real-time, to draw out segmented customer profiles. This data can then be analyzed and modelled, to enable the creation of personalized, relevant, content based on consumer feedback.

CMO Frank Grillo (pictured) comments: 'Today's marketer has an incredible amount of data on consumers. The volume can be overwhelming. Think of marketing data as a jigsaw puzzle in millions of pieces. In order to determine what the consumer is thinking, you have to solve the puzzle - and the clock is ticking faster than you can put the pieces together. Data Refinery solves the puzzle for you - instantaneously.'

Web site: www.hartehanks.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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