Marcoms Firm MKP Adds Quant and Qual Offers

In New York, financial sector marcoms agency MKP communications has added a qualitative 'Survey-Based Program' and quantitative 'Big Data Program' to its existing offer, to help financial institution clients build more effective marketing programs.

Through the new qual program, MKP designs and fields surveys, and respondents' behavior and needs are evaluated against a range of demographic and psychographic attributes. Survey data is then enriched with additional first-party client data and syndicated third-party data, with results used to group consumers with similar characteristics into clusters. Segments are assigned personas and presented in a narrative report, and MKP clients can use this data to optimize their marketing spend and target their messages, product and service positioning.

The quant program is carried out in partnership with marketing prediction company Faraday. Customer data is reconciled with licensed, permissioned data sets comprised of more than 270 million American consumers tagged with over 400 attributes - including demographics, financials, life events, property data, hobbies, interests and shopping behavior. Customers are clustered around areas such as likelihood to buy, invest, borrow, convert and customer lifetime value.

Company President and CEO Hillary Kelbick (pictured) comments: 'MKP has always married its deep financial industry expertise with a thoughtful analysis of clients' business objectives, customer data and buying behavior to design effective communications strategies. What's really thrilling is that we're now using advanced technology, data analysis and artificial intelligence to create even more powerful marketing programs for our clients'.

Web site: www.mkpteam.com .

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