8 Reasons Printers Should Care About Data Analytics

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If you’re in the printing business and haven’t added data analytics services, you might want to look into it. Offering data analytics is a great way to add value for your clients and expand your business. When you offer analytics, you are able to help your clients strategize. You also have the opportunity to be a part of their campaign before, during, and after the direct mail is printed.

Here’s 8 ways you can incorporate data analytics into your business. 

#1 Identify the Right People 

Typically, you select a target audience based on age, income, and location, and then take a random selection from the list. While this is an effective method, it’s not the most impactful. The reason is simple. Not everyone in your target audience will be a good fit for the business or the offer.  

With data analytics, the list is modeled and the individuals who are the most likely to respond are identified. Instead of guessing, you can help your clients know they’ve selected the best prospects to send their direct mail to. 

#2 Increase Response Rates & ROI 

When you identify the best people to mail to, your clients are able to get their message into the right hands. They will see higher response rates and a great ROI on their direct mail campaigns because they are able to trim out the people who were never going to respond.  

#3 Customer Profiles 

Often people think they know who their customers are, but they don’t really know them. If you offer data analytics, you can provide your clients with customer profiles. These reports not only show you customer demographics but also behavioral and lifestyle data. This information is instrumental in designing marketing that resonates with their customers.  

#4 Spatial Mapping 

You can use data analytics to analyze your clients’ customers spatially through multiple layers of geography. This can give your clients a clear picture of where their customers are and what their unique marketing footprint looks like.  

#5 Data Hygiene 

Data can arrive messy, and you can help your clients get the most out of their direct mail by cleaning up their data. Data hygiene often involves removing duplicate records, updating addresses based off of the National Change of Address list, and running deceased processing.  

Analysts also reformat data and clean up records. The cleaner the data, the more accurate the insights will be, and the better the response rate will be. No one wants to accidentally mail 12 catalogs to the same individual.  

#6 Data Appends 

Sometimes, your clients only have part of the data they need. Analysts can enhance their data by appending missing information such as names, addresses, email addresses, and IP addresses. Enhancing data will enable your client to target individuals across multiple platforms. 

#7 Response Analysis 

A response analysis matches up who you mailed to with who responded. This is a great way to see how effective your direct mail campaign was. You can also see who responded to digital only, direct mail only, or direct and digital marketing.  

If you ran an A/B test, a response analysis will also show you which message performed better. This allows your clients to continuously hone in on their ideal prospects and fine tune their marketing.

#8 Go Digital 

If you haven’t gotten into the digital advertising space, offering good data and analytics is a great way to step in. By providing data with names, addresses, email addresses, and IP addresses, you are helping your clients know where their customers live and interact online.

Instead of posting ads online in places they hope their customers will see, they can target individuals on the social platforms they use, the websites they visit, and even through connected tv ads.  

All of these data services are ways you can add value for your clients as well as help them see higher response rates. The best part is you don’t have to be a data scientist to offer these services. You just need to partner with a great analytics team. 

If you have questions about any of these services or would like to know how you can partner with us, send us an email.