With web data invariably “inaccessible”, or worse, ‘orphaned’ from a business’s traditional marketing databases, most organisations have a “black hole” in their data. This makes marketing analysis incomplete, and impedes key marketing communications. A simple, effective solution was required.
Commenting on the partnership, James Alty, Managing Director of Apteco, says: “FastStats systems are typically used to provide a single customer view that includes geo-demographic, transactional and campaign data. Through the integration with Intellitracker, we are now able to extend this model to include web behavioural data and provide a complete view of the customers’ online and offline behaviour. FastStats can handle both identified and anonymous visitor information helping the marketing team understand web behaviour and how it relates to transactional activity.”
David Hudson, Director of Sales & Marketing at Intellitracker, adds: “This is another really important partnership for us. FastStats is a terrific weapon for marketers, and by integrating Intellitracker’s web data, we have developed something of real value. We have made targeted, personalised, multi-channel marketing really simple for the marketer.”
Integrating Intellitracker’s Behavioural Data model into FastStats marketing data analysis systems constructs a complete insight into past, existing, and prospective visitor behaviour, together with key business data. The analysis of web data within FastStats has various applications, not least, allowing visitor segmentation based on online behaviour. This allows personalised marketing campaigns to be more effectively targeted.
About Intellitracker Ltd
Intellitracker Ltd (intellitracker.com) was founded in 2000 and is based in London, United Kingdom. The company develops and markets the Intellitracker Enterprise interactive business intelligence suite and provides professional services in support of this. Intellitracker Enterprise is recognised as one of the leaders in the field of online behavioural analytics and optimisation and is used by organisations including Age UK, Associated Newspapers, Butlins, Loot, M&G, Pinnacle Sports, TUI and many more.
About Apteco Ltd
Apteco Ltd (apteco.com) is a privately owned software development business specialising in marketing data analysis solutions. Their market leading FastStats software enables direct marketers to gain insight from their data and provides database marketing solutions for customer segmentation, data mining, predictive modelling, profiling, multi-channel campaign management and reporting. A prestigious international partner network of marketing services providers has led to over 300 Faststats installations worldwide and nearly 300 users. FastStats clients include: Argos, Associated Newspapers, The Economist Group, The Financial Times, Harley Davidson, IPC Media, JP Morgan, Macmillan Cancer Support, Oxfam, PDSA, TUI UK, Unilever, and many more in the UK, Europe, North America and Australia.