iProspect, global leader in digital performance marketing, has launched data management product iKnow in the Australian market, a platform that allows iProspect to better understand how consumers interact with brands in a convergent world.
Based on the three data pillars of campaign (digital and offline marketing), website (owned media) and customer (1st party CRM data), iKnow has been developed to provide the company and its clients with a centralised, single view across the whole communications spectrum.
iKnow allows iProspect to match these insights with CRM data to fully understand attrition triggers, purchase cycles, life time, customer value and brand loyalty.
Dan Kalinski, iProspect’s national managing director, said: “We understand that today’s consumers are self-selective and that they put up information barriers to deal with the overflow of marketing messaging. Therefore, the biggest value that agencies like iProspect can deliver is improved understanding of complex behaviours of modern consumers. Adding the CRM capabilities to our existing data offering effectively closes the loop and allows us to drive sales and efficiency results through improved targeting and better use of channels.”
“Clients often struggle with effective monetisation and integration of their CRM data. iKnow allows us to fine-tune clients’ communications, deliver relevant messaging in the right format and context and also identify similar audiences, which can be programmatically re-targeted.”