Intelli-MOVE integrates predictive analytics and data mining to target only those pre-movers “Most Likely to Buy”. Each homeowner is delivered targeted and personalized print and web messages relevant to their personal situation. This end-to-end, turn-key solution provides Realtors and mortgage bankers with new “ready, willing and able” customers.

“This is the very best tool I’ve seen help agents focus their time and marketing money on the people most likely to list in the near future. It really works and we love it.”

-Chuck Lamb
Past President CALIFORNIA ASSOCIATION OF REALTORS
Past National Association of REALTORS Vice President
Former CEO of Contra Costa Association of REALTORS
40 Years of Experience

Old marketing tactics are too costly and fail in today’s fragile market. Today’s market demands adopting innovative data mining, predictive analytics and marketing strategies to capture tomorrow’s loan originations and home sales.

Driven by complex variables incorporating behavioral, property and local market intelligence, potential buyers are assigned unique scores ranking them by their likelihood to purchase a home in the near future. The “Most Likely to Purchase” are further screened for their ability to secure a mortgage.

Targeted personalized messaging creates highly relevant two-way dialogues with those “Most Likely to Buy”. When they are ready to purchase, the lender and Realtor team who establishes the most relevant, personal dialogue will get the business.

Intellidyn founder and CEO, Peter Harvey, said, “A set of unique capabilities needed to be brought together to cost effectively build relationships with these homebuyers so they will entrust Realtors and lenders with one of the most important decisions of their lives. The cost to deploy these capabilities is now extremely attractive to Realtor and lender partnerships. The “secret sauce” is in understanding each buyer’s situation and uninvasively incubating them during their decision period.”

Intellidyn delivers integrated marketing services as end-to-end ROI-driven solutions to fit specific marketing needs, including:
o Market Opportunity quantification and strategy development
o Hosted Marketing Database Services, enabling access to unique on and offline behavioral data
o Advanced analytics
o Digital Multi-channel Campaign design/execution
o 24×7 Performance Reporting
o Personalized Incubation Marketing

RealAgile’s CEO, Terry McDaniel, said, “Homeowners are tired of mass-marketed, canned-noise as attempts to generate potential leads. Instead, we provide timely, highly relevant messages to only the “Most Likely” to buy or sell homeowners. We have replaced “shotgun” marketing with targeted, relevant communications to “ready, willing and able” home buyers. RealAgile’s patent pending predictive analytics combined with Intellidyn’s data mining and multi-channel campaigning enables Realtors and mortgage bankers to achieve response rates and most importantly conversion rates that have never before been achieved.” Visit Intelli-MOVE to see these performance levels.

Intellidyn’s marketing solutions, breadth of experience from data to campaign design and execution, and its accountability for results separate it from the herd of data brokers and agencies.
For more information and access to Intelli-MOVE case studies, call Intellidyn at: 866-773-5756, ext. 100, email sales@intellidyn.com, or visit: www.intellidyn.com.

About Intellidyn
Founded in 1998, after 20 years of fortune 50 database marketing experience, Intellidyn has compiled the most current transaction, credit, demographic and behavioral databases, and provides the most in-depth, “atomic” level of data, analytic services, marketing and strategic services across all channels. Sophisticated marketers utilize Intellidyn’s data and marketing products and services to boost campaign performance and ROI. Intellidyn is headquartered in Boston and has satellite offices in New York and around the nation to support its rapidly expanding national client base. For more information, visit www.intellidyn.com.

About Real Agile
Founded in 2007 by a group of PH.Ds and real estate professionals, RealAgile’s patent pending predictive analytics enables clients to “turn their haphazard, random marketing into a scalable, dynamic business solution. RealAgile is headquartered in the San Francisco Bay Area with satellite offices in Denver and Melbourne, Australia. For more information, visit www.realagile.com.

Intellidyn is a registered trademark of Intellidyn Corporation. RealAgile is a registered trademark of RealAgile Corporation. All other trademarks mentioned herein are property of their respective companies.

Intelli-MOVE enables marketers of home goods and services to identify movers early in their decision process and uninvasively create a dialogue with them specific to their individual needs before, during and after they move. Predictive analytics identify these consumers, behavioral models rank their likelihood to respond and purchase, data mining uncovers their personal situation and needs, then on and offline relevant communications establish a two-way dialogue between the marketer and their target buyer. This is accomplished as an end-to-end solution for marketers integrating their brand, marketing collateral and value propositions.

Driven by complex variables across behavioral, property and local market intelligence, potential home buyers are assigned unique scores of their likelihood to move and purchase a home in the next three to twelve months. Demand models for specific home goods and services are applied across those consumers most likely to move ranking their likelihood to respond and purchase to specific offers. A comprehensive profile of demographic, credit and buying behavior is assembled. This profile drives individual messages to each person, relevant to their needs. This unique level of personalization initiates a two-way dialogue with the target home buyer over time. When they are ready to purchase, the relationships created by marketers employing these tactics assures a higher rate of new customers.

Intellidyn founder and CEO, Peter Harvey, said, “This is not another ‘Pre-mover’ or MLS Listings list. It is a set of unique targeting, messaging and incubation capabilities brought together to cost effectively build relationships with these movers throughout this important life event. It is these relationships that drive business to goods and services marketers who deploy these advanced marketing tactics. The cost to deploy these capabilities is now extremely attractive. The “secret sauce” within these new tactics is in understanding each buyer’s situation and uninvasively incubating them Before, During and After their move.” Visit Intelli-MOVE to see these performance levels.

Intellidyn delivers integrated marketing services as end-to-end ROI-driven solutions to fit specific marketing needs, including:

• Market Opportunity quantification and strategy development
• Hosted Marketing Database Services, enabling access to unique on and offline behavioral data
• Advanced analytics
• Digital Multi-channel Campaign design/execution
• Personalized Incubation Marketing
• 24×7 Performance Reporting

Intellidyn’s strategic expertise, marketing solutions, breadth of experience from data to campaign design and execution, and its accountability for results separate it from the herd of data brokers and agencies.
For more information and access to Intelli-MOVE case studies, call Intellidyn at: 866-773-5756, ext. 104, email sales@intellidyn.com, or visit: www.intellidyn.com.

About Intellidyn
Founded in 1998, after 20 years of fortune 50 database marketing experience, Intellidyn has compiled the most current transaction, credit, demographic and behavioral databases, and provides the most in-depth, “atomic” level of data, analytic services, marketing and strategic services across all channels. Sophisticated marketers utilize Intellidyn’s data and marketing products and services to boost campaign performance and ROI. Intellidyn is headquartered in Boston and has satellite offices in New York and around the nation to support its rapidly expanding national client base. For more information, visit www.intellidyn.com.

Intellidyn is a registered trademark of Intellidyn Corporation. All other trademarks mentioned herein are property of their respective companies.

Efficient marketing and lead generation come from the top

In light of recent changes to loan-originator compensation, there’s no way to know the optimal marketing tactics for originating profitable loans moving forward. Will they, for example, stem from branch- or corporate-based marketing?

What does seem likely, however, is this: We appear to be nearing equilibrium between supply and demand. That applies to origination volumes and to a drastic reduction — some estimate a decline of 80 percent — in mortgage originators.

Some might think branches, which have become the new normal in many cases, would pioneer corporate-based marketing. So why hasn’t that happened yet?

One reason might be that many branch companies also have had to deal with massive changes, ranging from operational challenges to regulations stemming from the Dodd-Frank Wall Street Reform and Consumer Protection Act. Regardless, the answer likely won’t be a black-and-white choice between branch marketing and corporate marketing.

Instead, successful branch operators likely will rely on a combination of each. New branch operators can look to veterans for guidance. In many cases, these more experienced branch operators will shape marketing practices based on past experiences.

In the past, the biggest banks and mortgage bankers often complained about the agility of local brokers to better leverage relationships with local real estate agents. Recently, however, brokers led the exodus of mortgage originators. This leaves a huge opening for mortgage bankers to become the most agile players in the market.

The most successful originators typically rely on a strong referral base and former customers for business. There’s just one problem: Referral networks and past customers aren’t scalable. Moreover, branch operators can’t simply feed new loan officers with Internet leads. Doing so will cause the same leads to be pummeled repeatedly into inefficiency and destroy performance percentages.

Instead, as your monthly originations grow — and they must grow in the new compensation climate — so must your lead sources, channels and loan products. Moreover, such growth must be coordinated or your costs will skyrocket, dysfunctional branch behavior will emerge, and compliance violations will become inevitable.

Branch operators backed by solid corporate- based marketing efforts will receive some help, but they also must create their own solutions. Some of the most-successful branch operators will draw on centralized lead and prospect data, developed at the corporate level, but deliver their own campaigns under their own budgets.

Brokers looking to enter the world of branch operations should consider those companies with strong marketing skills, including the ability to create a steady stream of leads across the highest-performing niches. Teaming with such an organization can lead to a branch operation with advanced marketing tools and practices that accelerate originations and ensure loan compliance.

Select Medicare providers have already doubled their acquisition results by shifting from broad market media to more direct on and off-line channels.  They’re now moving forward with the following premises:

• Nearly 75 percent of the >65 age market are web literate, or at least impacted by online marketing
• Medicare services will continue to have minimal differentiation to the consumer; at best they will likely degrade a bit in quality.
• The name brand of healthcare providers will mean less and less to this segment of consumers, who will more readily switch providers seeking the best overall “experience”
• Actual Medicare services will account for less than 30 percent of the consumers’ perceived “experience” with their service provider.
• Providers that can deliver the most outstanding personalized experience to their customers will take share from their competitors across this growing population.
• These “experiences” will determine the increases or decreases in Brand Equity held by customers, therefore retention and these online savvy customers will drive acquisition rates via “e-Word-of-Mouth”.

 So, what will this “experience” be?

 Customer Service Agents will advance to Personal Health Care Advisors, becoming intimately familiar with their clients’ health, goals and families.  They will become integral to the planning aspects of their clients.  They will facilitate communications between clients and their pharmacists, nurses and doctors.  They will be part of the development and carrying out of individual health and wellness plans.  Finally, they will be the web coaches for online clients, enabling them to access information and communicate online.

Confidential information (within RESPA guidelines) about the client will be accessible to both caretakers and families in near more real-time, where the mix of medicines, therapies and other treatments will be assessed in single comprehensive views.  New procedures and alternative approaches will be debated by the client and their relatives and friends, interactively with their Personal Health Care Advisors. 

Healthcare professionals and institutions will share their backgrounds accomplishments and discoveries within each of their specialized fields, enabling clients to personally understand their aspirations and expertise.

Clients will dramatically increase their sharing of personal experiences with individuals in similar situations and develop social relationships with individuals and groups that will remain and grow with them.  Their use of new, simpler online communication channels will enable them share experiences with friends, families and social networks at a more rapid pace, increasing their activities, mobility and overall health.

Most importantly, clients become members of an adjunct “Loyalty” plan with a completely new set of benefits that are largely unrelated to their traditional Medicare services.  These range from over-the-counter discounts to online advisory services, to social network sharing of wellness treatment experiences.  Both on and off line clients will be invited to participate in community activities, discount programs, care and exercise sessions.  Then they are invited to share their experiences and form relationships with new friends who have common interests.

How does this get accomplished?  Through a series of marketing communication programs designed to build an audience of clients, Medicare service providers, community service and goods, and services providers interacting online.  It will take time and persistence for this to take hold.  Most difficult for the naysayers to accept is that the primary channel is the web.  All other channels–newsletters, direct mail, telephone, face-to-face consultations– continue business as usual.  The difference is that over time we are enabling clients to communicate online.  We are creating a virtual healthcare center for clients to share, learn and communicate with each other.

The hypothesis of this Medicare Social Community Strategy is that while Medicare services become nearly impossible to differentiate from each other, the “Experience” realized by the enrollee will be the primary driver of retention as well as acquisition.  The core Medicare services will become the secondary to the enrollees perceived level of service quality.  This service quality will differentiated by services well beyond healthcare, focusing more on wellness, treatment and yes, even local discount programs and community activities and the ability to communicate with their care professionals and new acquaintances with similar needs and experiences.  With a more personal understanding of enrollee and prospect needs, Medicare providers will also be better positioned to offer supplemental programs.    They will understand the accomplishments of their care providers.  

This over-65 segment of the population has far more time on their hands than their children.  Filling this time with relevant personal experiences will be the primary driver of satisfaction, especially if they can share those experiences.  The actual Medicare service will become routine and secondary to the personal experience.  The transformation required by Medicare segment within Healthcare is that they will have to migrate from reactive Medicare service providers to proactive marketers of a wider set of products and service, which of course include Medicare services.

While this appears to be a risky gamble, it’s quite the reverse.  This healthcare provider is not leaving their already proven Direct-to-Consumer marketing practices that advanced their results over 100 percent from broad market media tactics.  These are all still in place.  This migration from a reactive service provider to a proactive marketer with a wider set of products and services will take years, not months.  But, this healthcare provider is not changing out their core service offering or customers.  They are expanding under a “Crawl”, “Walk”, “Run” approach.

Their costs to be incurred are as follows:  re-orienting employees, new service quality training, web site and content development, collateral development, additional marketing professionals, establishing affiliate relationships with providers of goods and services beyond healthcare and management hours.  The major costs of local retailer/catalogue discounts, buyer clubs, medical care training and related products will be sourced from companies servicing the senior market who welcome sponsored endorsements of their products and services. 

Granted, this is a set of strategies that many will find difficult to understand, yet accept.  The rollout of these strategies and tactics is easier said than done.  But it is not new to overall market place.  It is new to the healthcare/Medicare segment.  Just look back at AARP when it was an unfolding idea.  Sure, there were starts and stumbles, but what are the alternatives?  Increased regulation and margin erosion across the core services, healthcare consolidation to lower costs to combat margin erosion, exiting the industry, or, becoming a marketer of a wider breadth of services to an exploding Baby Boomer market 

Or, perhaps one last “out of the box” thought:  What if a bolder, (not even major) healthcare provider joins up with the likes of an AARP and together deliver a more enriching experience to an exploding population who is living longer with higher levels of disposable income?  This enriched experience of personalized service fueled by the historical profiles of these individuals present a wealth of information to data mine in order to develop and deliver individualized product and service experiences.

iReach marketing platform leverages state-of-the-art SaaS technology powered by Conversen. Philip Chischportich, Conversen CEO, says, “Conversen provides sophisticated technology that helps make iReach an advanced, integrated marketing solution. Leveraging Web-based technology, behavioral data, segmentation, and analytics, iReach simplifies the development and deployment of highly-effective multi-channel campaigns on demand.”

Intellidyn President, Renan Levy, says, “Direct marketers have long been challenged by building and managing multi-channel and multi-touch customer contact strategies that require balancing multiple vendors, platforms, and a variety of data feeds, and often another ‘specialty’ vendor with deep statistical skills to measure results. The iReach solution combines all these services into a simple but comprehensive platform, gives marketers the freshest and most comprehensive consumer data and simplifies their execution of targeted, triggered, and highly-personalized programs across multiple media types. This end-to-end multi-channel direct marketing solution saves time, simplifies the process, and improves results.”

Key benefits of the iReach platform include:

1. Extensive range of output and communication options across all channels including email, direct mail, personalized Web pages, text messaging (SMS), call center routing, social channels, Web feeds (RSS), and more

2. Easy and efficient to author, manage and measure all multi-channel campaigns

3. Market-leading dynamic content capabilities enable nesting multiple levels of text and graphic content to maximize 1to1 personalization

4. Exceptional database enhancement and maintenance services ensure accuracy, deliverability and rapid ROI

5. Access to the nation’s freshest, most comprehensive consumer database enables unparalleled data append, customer/prospect profiling and segmentation services

6. User-friendly reporting tool, with out-of-the-box extensive performance, deliverability and conversion reports that enable ongoing campaign optimization

Consumers today are devoting increasing attention to evolving communication channels like mobile, blogs, social networks and personalized emails, and these channels are becoming more important in influencing product selection and preferences. A recent McKinsey study, “The Consumer Decision Journey”, reports that consumers are more actively researching products and use multiple, untraditional methods to learn about products. iReach provides a simple, comprehensive multi-channel campaign management platform to help marketers effectively communicate with consumers across the growing range of marketing channels.

Pricing and Availability

The iReach multi-channel marketing management platform is now available via subscription (for self-management) or as a full-service (managed services) solution. iReach Marketing also offers extensive data enhancement, personalization and analytic services that leverage the advanced platform to deploy all-inclusive direct marketing campaigns.

For more information about iReach Marketing and personalized direct marketing solutions, contact iReach at: 781-330-1293, info@iReachMarketing.com or visit: www.iReachMarketing.com.

About Intellidyn

Founded in 1998, Intellidyn has compiled the nation’s most comprehensive and up-to-date transaction, credit, demographic and behavioral databases, and provides the most in-depth, “atomic” level of data management, analytic services, list services, database marketing and strategic services available today. A TNS alliance partner, Intellidyn is headquartered in Boston and has satellite offices in New York and around the nation to support its rapidly expanding national client base. For more information, visit www.intellidyn.com.

About Conversen, Inc.

Conversen ushered in a new multi-channel marketing era with the release of its fully integrated campaign execution platform. For the first time, companies have access to a single, web based platform that provides the ability to plan execute and report on targeted email, print, web, SMS, and social programs. Programs can be highly personalized, dynamic or time based utilizing profile data or recipient actions. All of this is complemented by Conversen’s strategic partnerships that offer an incredible breadth of complimentary and supporting services. For more information about Conversen and its industry leading platform, please visit www.conversen.com.

BOSTON – iReach Marketing (www.iReachMarketing.com) today announced the introduction of the iReach multi-channel campaign management platform designed to help marketers lift their response and conversion rates by utilizing personalized, 1to1 communications to reach consumers via their preferred marketing channels. iReach is an independent subsidiary of Intellidyn Corporation, the nation’s leading provider of complete direct response marketing and multi-channel database marketing services. iReach couples the nation’s freshest and most comprehensive consumer data with sophisticated personalization and database management services, providing marketers with a user-friendly solution to direct their multi-channel marketing campaigns across email, direct mail, personalized Web pages, text messaging (SMS), call center routing, social channels and Web feeds, (RSS), and more.

The iReach marketing platform leverages state-of-the-art SaaS technology powered by Conversen. Philip Chischportich, Conversen CEO, says, “Conversen provides sophisticated technology that helps make iReach an advanced, integrated marketing solution. Leveraging Web-based technology, behavioral data, segmentation, and analytics, iReach simplifies the development and deployment of highly-effective multi-channel campaigns on demand.”  

Intellidyn President, Renan Levy, says, “Direct marketers have long been challenged by building and managing multi-channel and multi-touch customer contact strategies that require balancing multiple vendors, platforms, and a variety of data feeds, and often another ‘specialty’ vendor with deep statistical skills to measure results. The iReach solution combines all these services into a simple but comprehensive platform, gives marketers the freshest and most comprehensive consumer data and simplifies their execution of targeted, triggered, and highly-personalized programs across multiple media types. This end-to-end multi-channel direct marketing solution saves time, simplifies the process, and improves results.”

Key benefits of the iReach platform include:

• Extensive range of output and communication options across all channels including email, direct mail, personalized Web pages, text messaging (SMS), call center routing, social channels and Web feeds, (RSS), and more
• Easy and efficient to author, manage and measure all multi-channel campaigns
• Platform configuration options support “Parent/Child” business model, such as Insurance Carriers and Agent Networks, Franchises and Franchisee bases
• Simple data integration – UI tools for non-technical users to create, manage and expand data models
• Includes more than 12 event-triggered marketing campaign types natively supported within the iReach platform
• Market leading dynamic content capabilities enable nesting multiple levels of text and graphic content to maximize 1to1 personalization
• Exceptional database enhancement and maintenance services ensures accuracy, deliverability and rapid ROI
• Access to the nation’s freshest, most comprehensive consumer database enables unparalleled data append, customer/prospect profiling and segmentation services
• User friendly reporting tool, with out-of-the-box extensive performance, deliverability and conversion reports that enable ongoing campaign optimization

Consumers today are devoting increasing attention to evolving communication channels like mobile, blogs, social networks and personalized emails, and these channels are becoming more important in influencing product selection and preferences. A recent McKinsey study, “The Consumer Decision Journey”, reports that consumers are more actively researching products and use multiple, untraditional methods to learn about products. iReach provides a simple, comprehensive multi-channel campaign management platform to help marketers effectively communicate with consumers across the growing range of marketing channels.

Pricing and Availability

The iReach multi-channel marketing management platform is now available via subscription (for self-management) or as a full service (managed services) solution. iReach Marketing also offers extensive data enhancement, personalization and analytic services that leverage the advanced platform to deploy all-inclusive direct marketing campaign.

For more information about iReach Marketing and personalized direct marketing solutions, contact iReach at: 781-741-5503 x105 info@iReachMarketing.com or at: www.iReachMarketing.com

About iReach Marketing

A wholly-owned subsidiary of Intellidyn, iReach Marketing iReach technology and services provide a unique, one-stop solution to transform customer information into response-generating personalized messaging across all marketing channels. In partnership with Conversen, iReach leverages state-of-the-art SaaS technology, and incorporates the nation’s freshest and most comprehensive consumer data with sophisticated personalization and database management services from Intellidyn. iReach is a rapidly deployed, user-friendly application enabling marketers to target multi-channel campaigns across email, mobile, web, direct mail and social media. For more information, visit www.ireachmarketing.com.

About Intellidyn

Founded in 1998, Intellidyn has compiled the nation’s most comprehensive and up-to-date transaction, credit, demographic and behavioral databases, and provides the most in-depth, “atomic” level of data management, analytic services, list services, database marketing and strategic services available today. Sophisticated marketers in banking, collections, insurance, lending, member/donor, travel, wireless and other industries utilize Intellidyn’s data and marketing products and services to boost campaign performance and ROI. A TNS alliance partner, Intellidyn is headquartered in Boston and has satellite offices in New York and around the nation to support its rapidly expanding national client base. For more information, visit www.intellidyn.com.

About Conversen, Inc.

Conversen ushered in a new multi-channel marketing era with the release of its fully integrated campaign execution platform. For the first time, companies have access to a single, web based platform that provides the ability to plan execute and report on targeted email, print, web, SMS, and social programs. Programs can be highly personalized, dynamic or time based utilizing profile data or recipient actions. All of this is complemented by Conversen’s strategic partnerships that offer an incredible breadth of complimentary and supporting services. For more information about Conversen and its industry leading platform, please visit www.conversen.com

While 94 percent of surveyed marketers agree that personalized marketing would result in better performance, only 16 percent of best-in-class companies actually execute one-to-one direct marketing campaigns, according to Aberdeen Group. A fundamental reason for the low rate of implementation is the lack of data quality disciplines and the limited personal attributes on file to support personalized marketing communications.

Is your marketing database ready for customized marketing messaging? Can you transform your customer database to support personalized marketing? The following will provide some answers to these questions as well as helpful tips for getting the execution right.

Personalization, 2010-Style
Advanced personalization has gone far beyond greetings and salutations. Targeted marketing includes personalized copy, creative, channel and timing decisions based on each individual’s situation. The 84 percent of the best-in-class companies not executing personalized marketing campaigns carry the ball down to the 90-yard line but don’t cross the relevancy goal line. They model and screen to a highly targeted base of prospects, and then they develop copy, creative, offers, etc., with little to no knowledge of the personal situation of each prospect. Hence, the incremental lift in performance is never realized.

Data quality drives attribute append rates. Append rates drive model performance. And model performance drives ROI. Personalization delivers incremental ROI, beyond model performance. If you are optimizing these disciplines, you are ready to achieve an incremental performance of up to 200 percent by implementing personalization.

Completeness, Accuracy and Currency
A number of fundamentals, when optimized, increase the likelihood of success with personalization:

• Refreshing your marketing database, at least monthly, for all records, attributes and campaign history.
• Separating your targeting practices for customers, contacts and prospects to fully exploit the transactional data across contacts and customers.
• Reaching the correct person within each household.
• Constructing response and conversion models with the most current channel-specific campaign history.
• Omitting “no hopes” or outliers from the modeled base.
• Reaching prospects via their preferred channels.
• Synthesizing modeled bases with response lists.
• Ensuring you approach customers, contacts and prospects differently.

In addition, implementing database quality management disciplines paves the way for more relevant communications. For example, be sure to consolidate customer and prospect information from all channels and establish a unique ID per customer regardless of the purchase location or method. A typical customer database contains up to 15 percent duplicate records. Cleaning and consolidating your database should take place at the individual and household levels. Key components of a successful matching process and unique ID assignment include:

• Key token classification
• Referential identification
• Phonetic similarities
• A final stage of verification and scoring based on pre-defined confidence levels.

Address verification and standardization also must be a constant routing, for every database update and every solicitation base. Depending on the data collection methods, up to 20 percent of a standard list includes incorrect and undeliverable addresses and phone numbers. The process of address verification, cleaning and application of National Change of Address should take place at least quarterly—and certainly before deployment of any major direct marketing campaign.

Finally, optimize attribute append rates; those for screening and model scoring should be more than 85 percent. The accuracy of appended variables should be at 90 percent and more. This varies for categorical (e.g., marital status) or series (e.g., age, income) variables. It also is important to establish more stringent and mandatory data collection rules as part of your CRM system. E-commerce purchases have forced a more complete record entry, although limited to name and address, while other profile attributes are for the most part left blank.

The Strength of the Data
The power of relevancy is undeniable. The million-dollar question is how to develop relevant offers and personalized content to meet your prospects’ preferences on a customized level. Amazon has pioneered the recommendation system that is driven by past transactions. It is a standard feature in today’s online world to present products that “you most likely would be interested in” based on matching characteristics and similar categories of previous products that you have purchased in the past. The challenge is how to take the product offerings to the next level and strike the right note with each consumer, resulting in higher buy/donate rates.

This is far more of a challenge across prospects where there is no transaction history. Travel companies, for example, would not be satisfied with presenting a prospect a similar trip to the one purchased previously, but need to offer a package that is tailored to the person’s needs and likings, with the right attractions and features that meet the person’s family situation, hobbies and preferred activities.

To accomplish that bigger goal, marketers must obtain additional attitudinal and behavioral data and then create accurate profiles for each individual. The most precise data is the self-reported information obtained from the customer. In past years, companies have offered different incentives to customers, as well as prospects, willing to fill out surveys and tell more about themselves. This approach is very costly, especially at the prospect level. The level of granular consumer data has eclipsed itself in the last five years, and it will continue to do so in the years ahead. The most prevalent examples are: age, income, assets, home values and Internet transaction behavior.

This deeper level of insight on individuals, integrated with less granular lifestyle/stage and attitudinal data plus the interactions of these variables, enables the expert database marketer to get very close to highly relevant, personalized marketing. One of the first steps in developing such customized campaigns is to determine the segmentation level you need for your campaign. The spectrum of options varies from a basic gender- and location-based segmentation all the way to full profile-based personalization. For example, cell phone companies may be satisfied with the customer’s age and marital status to determine which plan to offer, while a cruise ship company would like to learn more about the individual’s wine preferences, preferred sports and previous travel destinations in order to optimize the package offered.

To accomplish the best results for your campaign, you need to start with the product definition and characteristics. Recognizing the selling features of your product, or set of products, and to whom they may best appeal helps you select the type of information you would look for in your customer profile. In the example of the cruise company, certain travel packages offer more on-shore time including shopping and golfing, while other packages offer mostly on-deck activities including gambling, shows and other entertainment. Learning the individual’s preferences is a key factor in creating a personalized campaign for the cruise company. Based on the individual’s hobbies and known touchpoint attributes, the right package with the right creative approach will be presented to the right person with higher probability of generating interest and converting to a sale.

Personalization’s Double Bottom Line
The steps outlined above aren’t the full spectrum of personalization possible, but they are a good start.

Personalization has additional benefits besides increasing campaign response rates. With consistent and well-crafted personalized campaigns, your customers gain the sense that your company is tailor-made to their needs, that your company as a whole “fits them and gets them.” This good will helps you retain your customers over the long haul, encouraging loyalty and word-of-mouth among their friends and families. In today’s market, every edge must be used to stay competitive. A complete, accurate and updated customer database is the real competitive advantage a company has.

Renan Levy is president and COO of Intellidyn, a database marketing services agency with headquarters in Hingham, Mass. He can be reached at (781) 741-5503 x105.

BOSTON – Intellidyn™ Corporation (www.intellidyn.com), an award-winning provider of the nation’s most complete direct response marketing and multi-channel database marketing solutions, today congratulates client Residential Finance Corporation (RFC) for winning an NCDM Database Excellence Award. RFC is a mortgage company that utilizes advanced direct marketing techniques, including Intellidyn’s modeling and analytics services, to market a wide range of home mortgage loan and refinance options to homeowners and buyers in 27 states. Through modeling, RFC was able to increase its marketable universe by nearly 300%, increase response by 184%, and increase return-on-investment 374%.

“We worked with Intellidyn, top credit bureaus and other database marketing agencies to further expand direct mail support for our sales force,” says Residential Finance Corp. Vice President and CMO, Jessica Manna.

“With Intellidyn’s help,” Manna adds, “we developed and executed four custom models that improved performance at various stages of the loan origination process, with the results far exceeding our expectations. An added benefit is that these models enable us to make real-time adjustments to ensure that our direct mail remains compliant with fluctuating company, state and federal guidelines for mortgage lenders, which can change on a moment’s notice.”

Intellidyn President and COO, Renan Levy, said, “Residential Finance Corp. is an innovative marketer that has achieved noteworthy results, which are all the more impressive in today’s economic conditions. Intellidyn congratulates RFC on receiving an award from the National Center for Database Marketing for excellence in direct mail modeling and analytics.”

About Intellidyn

Founded in 1998, Intellidyn has compiled the nation’s most comprehensive and up-to-date transaction, credit, demographic and behavioral databases, and provides the most in-depth, “atomic” level of data management, analytic services, list services, database marketing and strategic services available today. Sophisticated marketers in banking, collections, insurance, lending, member/donor, travel, wireless and other industries utilize Intellidyn’s data and marketing products and services to boost campaign performance and ROI. A TNS alliance partner, Intellidyn is headquartered in Boston and has satellite offices in New York and around the nation to support its rapidly expanding national client base. For more information, visit www.intellidyn.com.

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Intellidyn is a registered trademark of Intellidyn Corporation. All other trademarks mentioned herein are property of their respective companies.

BOSTON – Intellidyn™ Corporation (www.intellidyn.com), an award-winning provider of the nation’s most complete direct response marketing and multi-channel database marketing solutions has been invited to present at the National Center for Database Marketing conference, NCDM 2009. The December 8^th session entitled “Increase Direct Mail Response Rate with Online Direct Response Data” features Intellidyn President, Renan Levy, and John Wright, Datran’s Vice President, who will provide an overview of effective information sources, new trends in one-to-one marketing, and best-in-class approaches to maximize campaigns leveraging online transactional data. NCDM 2009 Conference and Expo takes place December 7-9 at the Mandalay Bay Resort Center in Las Vegas.

“Prospects will respond to offers that address their interest and needs. Marketers must take action to build a relevant relationships with these prospects to increase the likelihood that when they are finally ready, they will buy from your organization” says Levy.

The NCDM session showcases a case study of a direct-to-consumer company that has applied segmentation and personalization to its marketing campaign, leveraging Intellidyn’s i-Distinct personalization solution. Attendees will learn of new sources of data to support online and offline direct marketing campaigns, techniques to apply this data in the development of personalized messaging, and the execution of multi-channel campaigns. The session will also cover the following topics:

• Use consumer data to make smarter decisions about campaign optimization and budget allocation
• Learn tactics and best practices for success in each campaign
• Target in-market customers to reduce time, budget and resource waste

“Today, marketers have to take into account that all the consumer data available to them can be leveraged to make smarter decisions about campaign optimization and budget allocation. Blending traditional offline data with online behavioral data can dramatically increase the performance of direct mail and telemarketing campaigns. This will be an opportunity to learn firsthand how to execute and benefit from such an approach” concludes Levy.

For more information about Intellidyn’s Lead Incubation and I-Distinct, contact Intellidyn at: 866-773-5756, ext. 105, or info@intellidyn.com, or at: www.intellidyn.com.

About Intellidyn

Founded in 1998, Intellidyn has compiled the nation’s most comprehensive and up-to-date transaction, credit, demographic and behavioral databases, and provides the most in-depth, “atomic” level of data management, analytic services, list services, database marketing and strategic services available today. Sophisticated marketers in banking, collections, insurance, lending, member/donor, travel, wireless and other industries utilize Intellidyn’s data and marketing products and services to boost campaign performance and ROI. A TNS alliance partner, Intellidyn is headquartered in Boston and has satellite offices in New York and around the nation to support its rapidly expanding national client base. For more information, visit www.intellidyn.com.

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Intellidyn is a registered trademark of Intellidyn Corporation. All other trademarks mentioned herein are property of their respective companies.

BOSTON – October 1, 2009—Intellidyn™  Corporation (www.intellidyn.com), an award-winning provider of the nation’s most complete direct response marketing and multi-channel database marketing solutions announced that a leading specialty leisure travel company has more than doubled its bookings by leveraging I-Distinct, Intellidyn’s unique, personalized direct marketing solution. The travel company offers affordable and all-inclusive vacations in Europe, Russia & China. Implementing I-Distinct to promote its latest round of specialty trips enabled it to personalize the offers and the messages, which significantly raised open, response and booking rates over the control.

The Vice President of Marketing says, “Intellidyn’s I-Distinct gave us the ability to personalize and more succinctly target offers to each recipient, based on select prospect characteristics. Using Intellidyn’s I-Distinct we were able to convert far more leads to booked trips than with our traditional control group campaign. Our travel company has always pursued innovative and state-of-the-art ideas and services to market our trips. We believe that implementing these new fundamentals can lead to better conversion and increased customer loyalty.”

Several travel companies have tapped Intellidyn’s I-Distinct to create specific, personalized offers promoting certain combinations of specialty trips and cruises. Personalization included utilizing copy and photos to address specifically identified interests of each recipient, versus the control’s standard offer.

Intellidyn President, Renan Levy, said, “Custom-creating offers designed to ‘speak’ to each recipient using ’familiar’ content and photographs based on their demographics and interests captures and holds their interest far more than a generic marketing piece. This cutting-edge marketing approach and the resulting high response rates demonstrate I-Distinct’s ultimate value in capturing attention and converting to sales.”

For more information about Intellidyn’s I-Distinct personalized direct marketing solution, contact Intellidyn at: 866-773-5756, ext. 104, or sales@intellidyn.com, or at: www.intellidyn.com.

About Intellidyn

Founded in 1998, Intellidyn has compiled the nation’s most comprehensive and up-to-date transaction, credit, demographic and behavioral databases, and provides the most in-depth, “atomic” level of data management, analytic services, list services, database marketing and strategic services available today. Sophisticated marketers in banking, collections, insurance, lending, member/donor, travel, wireless and other industries utilize Intellidyn’s data and marketing products and services to boost campaign performance and ROI. A TNS alliance partner, Intellidyn is headquartered in Boston and has satellite offices in New York and around the nation to support its rapidly expanding national client base. For more information, visit www.intellidyn.com.

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Intellidyn is a registered trademark of Intellidyn Corporation. All other trademarks mentioned herein are property of their respective companies.