Data Services

No matter what kind of direct marketing a company does, customer data is an essential driving force behind the decisions they make, and the strategies they employ. To this end, Mercury's team of database specialists are a key component of our overall process, building and maintaining the engines that propel our clients' insights, campaigns and performance tracking.

Find out more about Mercury's data services by using the links below:

Consumer Data Integration | Data Hygiene | Data Security

Consumer Data Integration
A company's marketing database is the cornerstone of their marketing activities. In order to plan and execute these activities successfully, the database must provide actionable intelligence that allows marketers to reach their intended customers with appropriate messages and offers.

Mercury’s world-class database solutions team designs, builds, and maintains Marketing Databases that allow our clients' organizations to integrate all of their disparate customer data into one centralized asset. Not only does this form the hub of a platform that will enable insight generation, it also:

• greatly reduces data processing times
• increases marketing efficiencies and accuracy
• provides a single source for reporting and analysis
• boosts the intelligence and speed to market of your marketing campaigns
• increases your program ROI!

So what are you waiting for? Whether it’s an existing database package or a customized solution, contact one of Mercury’s experts to see how we can help your data work harder for you.

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Data Hygiene
Have your customers moved? Changed names? Email addresses? Effective customer data is difficult to gather and maintain, because people’s lives are constantly changing. Whether it’s a move, telephone change, marriage or divorce, each can reduce the effectiveness and value of your contact lists.

Mercury’s data hygiene services make sure your customer records are complete and up to date, eliminating unnecessary waste and increasing deliverability. Our flexible, on demand solutions cleanse, standardize, and enhance your customer records providing you with an accurate foundation for your marketing efforts.

If you are a direct marketer you know how expensive postage and production can be - imagine how much you could be saving on your next mailing!

Contact Mercury today to find out how we can make your data work harder for you and save you money right away.

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Data Security
One of our prime concerns as direct marketers is the safety and privacy of your customers' data, which sets Mercury apart as one of the few marketing agencies which has built our data and information security policies on the ISO 17799 platform - the global standard for information security management.

In addition to keeping information and business assets secure for all our clients, when working with personal health information (PHI) we adhere to a HIPAA compliant internal workflow to ensure that your customers' private information remains that way at every step of the campaign process.

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Consumer Insight

Staying competitive in today’s marketplace requires companies to understand, and even anticipate, their customer’s behaviors and preferences. Companies that will take share in this marketplace will be the ones that successfully harness this information and transform it into thoughtful, relevant marketing strategies. At the heart of these strategies lie consumer insights.

Mercury’s Consumer Insights team helps you leverage your customer data to pinpoint profitable customers and create deep, lasting relationships with them. The result? Greater profitability from your existing customers and an increased ability to identify others like them.

Mercury’s Consumer Insight services include:

Advanced Analytics

• Behavioral/Attitudinal segmentation
• Data-driven profile development
• Acquisition predictive modeling
• Churn Analysis

Research & Analysis

• Survey Design
• Focus Group selection and moderation
• Ethnographic Studies
• One on One interviews
• Intercepts
• Telephone Depth Interviews

Contact us to find out what kinds of insights Mercury could give you into your customers' preferences, opinions and behavior.

Marketing Strategy

Our Marketing Strategy team is composed of big-agency veterans, experienced in a variety of direct marketing media and verticals. We focus on helping you identify measurable, profitable objectives for your business, and then executing innovative, cross-channel strategies and tactics to reach those goals.

Our strategy team presents these solutions with an eye toward the long-term growth of your business, whether that involves increasing the profitability of your current customers, attracting new ones, or even identifying new sources of revenue.

View our case studies to see how we’ve helped our clients create a lasting, measurable return on their marketing investment, or
contact us to find out what our team can do for you.

Creative Services

Even the best strategy is nothing without flawless execution to support it. That's why Mercury's creative services team is committed to delivering stellar creative that is on-strategy, on-budget and on-time - every time.

Mercury's versatility and experience across multiple channels enables seamlessly integrated campaigns, and when combined with our database management, programming and production capabilities, results in sophisticated levels of personalization, and new heights of relevance for messages to each individual customer - a virtual Segment of One.

Online Services | Offline Services

Online Services
Mercury's strong online creative capabilities enable the execution of tightly integrated programs across multiple channels.

Our online production team seamlessly converts marketing elements into their proper digital form and maintains long-term relationships with the top vendors – ensuring email campaigns and websites are delivered as planned and on time. See how we’ve helped CVS/pharmacy and KB Toys bring their marketing strategies to life online.

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Offline Services
With conventional print production as one of our founding capabilities, we know how to make an immediate impact on what is typically your largest marketing line item.

Our production department leverages an innovative procurement and total quality management model, as well as an unparalleled nationwide vendor network to deliver the best quality, timing and cost for our clients. Our industry-leading application of Print-On-Demand technology also enables us to deliver highly-variable communications for sophisticated database marketers, providing our clients the flexibility and personalization of online channels, with the impact of Direct Mail.

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Measurement & Analytics

Do you know how your campaigns are performing? How much money they are making your organization? Do you know what’s influencing these results and how you can improve them?

As marketers, there is increasing pressure to justify your work with concrete results; real numbers that demonstrate the return on your investment. Not only does Mercury provide the numbers that back up our work, we provide the findings and recommendations that make each performance better than the last.

Mercury doesn’t offer a ‘canned’ approach to measurement and reporting; instead we work to understand our clients' businesses and marketing goals and then align each goal with appropriate success metrics. These go on to feed our reporting dashboards and become the focus of our analyses during and after your programs are in market. At the end of the day, it is our job to not only understand what is working and what isn't, but also how to take action on the findings.

Other analytics services we offer include:

• Test Design and Measurement planning
• Tracking system development
• Dashboard Reporting
• Campaign Optimization and ROI analysis

Questions & Insights

Each quarter, Mercury publishes a brief POV of our opinions and observations of emerging marketing trends and opportunities.

Browse the archives below, and contact us to be notified about new editions, or if you'd like to weigh in with some insights of your own.

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Archives

July 2008 Edition | Marketing in an economic downturn

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