Analytics Business Launched

In the UK, loyalty marketing agency ICLP has launched a data analytics business, Cogent Approach, to help clients extract maximum insight and value from their data.

The new company, Cogent Analytics, applies classic and proprietary analytical techniques to customer data such as segmentation and profiling, predictive modelling, RFM (recency, frequency, monetary value) analysis, and bespoke insight analysis.

The team is led by former ICLP Head of Data Planning & Analtyics Matt Hutchison, and has already been providing services to ICLP clients. The success of this prompted the firm's management to launch Cogent Analytics as an independent business.

ICLP Europe General Manager Stuart Evans says there is demand for specialised analytics that can 'translate data analysis into smarter, more profitable marketing and business decisions.'

The firm also taps into analytical software such as SAS and SPSS and other Business Intelligence and GIS tools, as well as third-party geo-demographic and lifestyle data, through to its own suite of proprietary analytical models.

According to Hutchison: 'Our intelligent analysis and interpretation of customer and prospect data allows clients to positively impact customer behaviour, in turn improving financial returns, customer perceptions and standout against their competitors.'

Established in 1987, ICLP is a full-service agency with 12 offices around the globe and around 500 employees. It forms part of customer insight and marketing firm the Collinson Group.

Web sites: www.iclployalty.com , www.thecollinsongroup.com and www.cogentdataanalytics.com .

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