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ClickSquared Delivers Model Linking Engagement to Equity With New Cliquity Marketing Approach
(Marketwire Via Acquire Media NewsEdge) WALTHAM, MA, October 7 / MARKET WIRE/ --
ClickSquared, the premier interactive
relationship marketing firm, today announced the availability of Cliquity.
This innovative marketing approach enables marketers to understand how each
interaction between their brand and their customers produces value. It
then leverages those insights to ensure investment-appropriate marketing
treatments reach the right customers through the right channels.
"More than ever before, marketers need solutions to help manage their data,
initiatives and investments. Marketers face operational challenges as they
try to manage an unprecedented number of customer touch points and
interactions. Meanwhile, they want confidence in making investment
choices," said Dana Hayman, senior vice president of strategy and analysis
for ClickSquared. "The Cliquity approach monitors a customer's level of
engagement with a brand by tracking each customer contact and the resulting
behavior over time. It informs marketers when there is a need for marketing
action. Then it prescribes the best-suited, investment-appropriate action
for the occasion... in real time. The goal of the model is to help
marketers make the right marketing and investment decisions. The goal of
the approach is to automate them."
Cliquity leverages fundamental "sense and respond" capabilities that
already exist in most marketing organizations. The approach is
analysis-driven with four stages of achievement. Each stage produces an
incremental level of marketing insight and understanding:
-- Customer Investments and Returns -- Leverages simple, practical
analysis and frameworks. Focus: Which marketing investments are reaching
customers and which customers provide the best/worst returns on these
investments?
-- Marketing Interactions and Impact -- Features an innovative,
customizable modeling approach based on brand, industry, and marketing
goal. Focus: How do customer-brand interactions (via marketing treatments
and channels) influence engagement and key measures of success?
-- Linking to Equity -- Combines modeling results (measures of
engagement) with traditional measures of customer value (LTV, NPV) to
produce accurate measures of equity. Focus: How do marketing achievements
translate into tangible measures of equity, such as the net present value
of a customer or customer base?
-- Optimization -- Leverages scenario planning, rules-driven marketing
and test-and-measure methodologies. Focus: How do we improve the model,
automate the marketing approach and optimize results over time?
Cliquity converts these insights into business rules that can be integrated
into database marketing engines and automated. The result is a
model-driven, automated marketing engine that optimizes marketing
performance in real-time.
About ClickSquared, Inc.
ClickSquared is the premier interactive marketing provider of intelligent,
multi-channel marketing solutions creating perfectly timed, personalized
interactions across all online and off-line direct channels. Leveraging a
team of marketing and technology experts and an on-demand marketing
platform, ClickSquared develops and executes accountable acquisition,
growth and loyalty programs to help build some of the world's best known
brands including ARAMARK, Boston Celtics, Cable One, Comcast,
Dr. Pepper/7-Up, Four Seasons Hotels and Resorts, Grupo Posadas, Greyhound,
Hawaii Visitors and Convention Bureau, HomeAway.com, Hyatt, Montage
Resorts, Omni Hotels, Outrigger Enterprise, Pleasant Holidays, Sirius,
Starwood, Sovereign Bank, Thornburg Mortgage, Tuesday Morning and US
Gypsum. For more information on ClickSquared visit the company's web site
at www.clicksquared.com.
US CONTACT:
Jill Monahan
Tier One PartnersEmail Contact
484-244-5300
UK CONTACT:
Adrian Kinnerley
Ruse Communications LtdEmail Contact
phone: 01635 43777
mobile: 07779 355287
Copyright ? 2008 Marketwire
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