The digital marketing evolution moves to new-generation data visualization
SAS® Visual Analytics helps ContactLab calculate ROI, obtain feedback, understand relationships
Equipped with a platform developed in house, ContactLab not only offers technology for digital campaign management via e-mail and SMS channels, but also offers complete consulting in 360-degree direct digital marketing.
More speed and simplicity
Fubini believes that the impact of big analytics has yet to be felt in the social and digital direct marketing fields. "If you consider Italy, I have noted increasing attention on the subject, but I cannot yet see an active desire or capability to analyze this growing mountain of information. However, companies will have to change their attitudes. The wave of big data is not something we can escape from."
"Data visualization allows you to discover specific events and correlations or new trends in relation to the initial hypothesis."
For ContactLab, equipping itself with these tools is part of its approach of anticipating the needs of the market. “We started offering the technology for marketing channel management (email and SMS). Cluster management was fairly simple, since it was mostly based on sociodemographic variables derived from information provided by the users themselves,” explains Fubini. “Today, there is a need to detect user preferences on the basis of behaviors, to observe and track the evolution of expectations and requirements at specific times in the life cycle. By developing maps of real-world behavior patterns, it becomes possible to send messages that actually interest the recipients and to offer more and more value-added services that meet the needs of consumers. Processing large volumes of data serves to enrich the users’ profiles – provided that you have their consent in accordance with the privacy regulations – and to determine the best selection of content to ensure their satisfaction and the success of our campaigns.”
Ease of integration
Bringing SAS technology into the organization will soon allow ContactLab to adopt a powerful tool to meet client needs more precisely, Fubini says. The units most involved in this evolution have been Business Analysis and Marketing Intelligence.
The ability to build a simple visual environment, with almost instantaneous response times, makes this solution particularly suited to ContactLab's need to calculate ROI, to obtain feedback from campaigns, and to discern the relationship between client behavior and sales. By integrating SAS Visual Analytics, ContactLab will be able to enhance its analytical richness for individual campaigns or groups of campaigns, as well as at the individual user level in a specific time interval.
Data that is useful
In order to be useful, data must be easy to understand, able to convey the real progression of campaigns and readily accessible, Fubini says.
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Massimo Fubini, Founder
ContactLab required a solution to process and analyze large volumes of data in order to meet and forecast client needs.
SAS Visual Analytics
SAS Visual Analytics enhances data discovery and exploration, allowing ContactLab to expand its analytical scope to reap results quickly. Adding SAS Visual Analytics to ContactLab's platform provides insight into user frequency so the company can evaluate marketing campaigns. ContactLab can also analyze and monitor user profiles, comparing them to millions of emails to determine actual purchasing behaviors.
“"From a more long-term perspective, the benefits are definitely significant. It's a smart choice."”