WDMP has set up a new data science business – dubbed the Science Dept – designed to pioneer the analysis, targeting and harnessing of social media and digital data to drive prospecting and existing customer relationships.
By analysing prospect and customer individual pathways, the unit aims to identify what it calls “relevant information seeking behaviour” that triggers a purchase. This will then be linked back to individuals’ contact data including social media ID, home address and email.
The agency claims that by using this new source of social and digital data it will be able to drive true one to one targeting, delivering and improving marketing efficiency exponentially.
WDMP’s clients include Tesco Bank, Cosmos Holidays, F&C Investments, Monarch Airlines, and Wyevale Garden Centres.
WDMP chief executive Gavin Wheeler said: “Over the past few years, data has been hailed as the oil that makes performance happen in marketing. We believe we have found a new and more up to date source, something that can inform real-time marketing based on actual intentions rather than modelled behaviours.
“By turning serendipity in to a strategy we are now helping our clients drive real and measurable results from social and digital strategies.”
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