Vish Ramkissoon and Scott Pinkney, VPs at Publicis Hawkeye in Toronto, share their insights on using data and direct mail to optimize your brand’s marketing strategy. Scott Pinkney, VP and Executive Creative Director Vish Ramkissoon, VP of Decision Sciences 8 PAPERMATTERS The word ”data” is likely to bring many tedious things to mind: numbers, lists, spreadsheets and a pressing need for reading glasses. But when it comes to marketing, data is anything but tedious. Rather, it’s a brand’s very best friend—even for small- and medium-sized businesses. For the team at Publicis Hawkeye, a full-service customer engagement agency based in Toronto, data is more than facts and statistics. “Data inspires every single channel we work in,” says Scott Pinkney, Vice President and Executive Creative Director for the agency, which specializes in helping clients manage all aspects of CRM including Digital, eMail, social and Direct Mail. Data can show what consumers are doing, and when and how. Those insights, Pinkney says, can then be harnessed to build relationships—ultimately resulting in opportunities to reach and convert customers. And surprisingly, as we’ll see, not all data is digital in origin. THE CUSTOMER’S DATA JOURNEY Effective use of data means thinking in terms of relationships and customer journeys instead of marketing programs and advertising campaigns, according to Pinkney. “There are a lot of missed opportunities for brands because they’re just thinking ‘campaign,’” he says. In today’s world it’s far more effective to consider the customer’s overall life cycle with the brand—not one-off interactions.
Download PDF file
Build your own flipbook