Database Marketing

The Kern Organization’s database marketing develops targeted campaigns using data-driven insights for powerful results. Our database marketing can help your company achieve its marketing goals.

Success is in the data. The Kern Organization drives client strategy based on data insights. Data insights drive targeting, which is responsible for up to 30% of a campaign’s success. Because of this, the most creative campaign with the most compelling offer sent to the wrong audience is almost guaranteed to fail. Conversely, sending the right offer on a plain napkin sent to the ideal target is likely to be a winner.

Our database marketing services include the following: Profiling

We help clients identify who their current customers are: who’s buying, who’s churning, and whom you are winning back. We help clients understand their motivations and behavioral demographics, psychographics, and firmographics. Once we have profiles built of our clients’ targets, we help them pinpoint their message delivery with our advanced targeting methodologies. Targeting

At The Kern Organization, we have access to every name, household, and business in the U.S. That’s over 240 million records, 1,400 data attributes, and 20,000 list sources. To help our clients select just the right targets, we build models, lots of them: Household level models, profitability models, customer churn models, geo-based models, product-taker models, and segmentation models. There’s never a shortage of targeting tools at The Kern Organization. But what we offer to our clients is the leadership to determine what the right models are, taking into account the maturity of the particular marketing organization. We know how and when to deploy the right modeling methods, given the amount of data history a client has, their budget, and their goals. We never force-fit a solution. We help build a road map of ever-increasing sophistication to help clients achieve their acquisition and churn mitigation goals. Measuring and optimization

Measuring everything is easy with marketing analytics. But we dig deeper to understand what the data means in order to optimize program performance. At The Kern Organization, we offer our clients a team of data analytic professionals who have seen it all. They have walked in your shoes, they understand your challenges, and they know how to look at the data from all points of view to give the simplest and most-precise insight into data findings. We provide measures that range from response rate by channel, campaign, and tactic all the way to conversion rates, net sales rates, cost per sale by model decile, and geography. You name it—we help our clients measure it and drive performance improvements. Housing

Whom did you speak to in your last campaign? How many times did you touch a prospect? When was the last time they responded? How many total targets by title are in your prospect universe? To get to the answers to critical marketing questions like these and more requires the housing of a marketing database. The Kern Organization, in partnership with the largest data provider in the U.S., offers its clients a range of database housing options that are integrated with online reporting tools. We can house marketing databases ranging from 100,000 records to over 100 million. Results

When you let data insights drive your strategy, you get meaningful implementations time after time. Each one informs the next, leading to stronger results. Now, the right audience will get the right offer and the right message to achieve the right response. Contact us to learn more about our approach to database marketing.