A company that seeks to get value to the customer faster requires more capacity, especially because all companies now compete on time. Fast response necessitates efficient precision and more than excellent service: It requires experimentation, innovation and new approaches.
Clean and Analyze
The ability to identify, classify, neutralize, and remove duplicate information is important to attaining exact marketing ROI. Numerous database structures have been created to store information once this occurs, but getting it to happen is, without doubt, the most important aspect of the entire process. Interline has adopted its own unique data definitions and database structures, and we rely on an often overlooked key ingredient: the human being. Humans, despite their limitations, have the ability to spot differences that could significantly affect outcomes – the kinds of outcomes that determine the success or failure of a marketing campaign.
In many cases, companies rely on their printing companies to “do fulfillment.” The problem with that is that sending out brochures and other literature is only one step of the system. Without human intervention, fulfillment is treated as a function, not a strategy. Interline, on the other hand, scans outbound requests against the client’s competitors. We look for request patterns – and we share this knowledge with our clients. The result is that our “fulfillment” operations, which include all of what typical fulfillment operations include (e.g., warehousing, incentive program fulfillment, etc.), becomes much more than the traditional “pick and pack” business. It becomes part of the strategy.
In this age of massive information flow, organizations increasingly require unique intelligence to thrive in today’s competitive global community. Teleresearch is a secret weapon we offer our clients to deliver this intelligence. Interline has the ability to supplement follow-up fulfillment services with a staff of trained professionals – people who can dig much deeper than standard phone surveys. The reward is unduplicated information. Harvard Business strategist Michael Porter has argued that a company’s strengths fall into either a cost advantage or a differentiation. In our opinion, differentiation is more important. Finding that differentiation is aided by intensive, probing teleresearch, because through that effort, your customers will tell you what your differentiation is!
Profiling is one of those two-edged words. It has positive connotations in police work, but negative ones in society. But we all profile, and we fit a profile. In marketing, uncovering that profile can lead to additional revenue streams. For example, Interline uses statistical reasoning to profile a current customer file to assess its difference or similarity to past customers. But we also use deductive reasoning – where we examine the accuracy of the characteristics collected on a file in relation to a target profile. Both induction and deduction in profiling leads and customer files help us achieve, in turn, more accurate results with our creative efforts. Interline utilizes relational database techniques, as well as professional interviewing, to achieve this.
With all of this information feeding the creative process, Interline has the ability to produce highly targeted results that minimize a client’s risk. Many companies are enamored with what looks good; however, what “looks good” isn’t always good for you. The same is true of advertising. The better-producing ads would surprise many people, because they are ads that hardly win awards. They simply produce valuable results insertion after insertion. For example, one of the myths of advertising is called “wear-out” factor. It is said that ads over time wear out. This is not true. A good creative ad has a life of its own (one campaign for a client ran two years with terrific results). Interline, then, uses science AND art to deliver superior creative execution.
Collecting data electronically requires considerable coordination to ensure completeness, accuracy, and timely re-transmission of the data. Not all requirements are the same, and yet, the act of collecting it requires precise understanding of how it will be used. Interline offers solutions, including a thorough knowledge of different data requirements. Our systems may improve data transfer, tracking systems for monitoring progress, and other data collection options that also include human data entry. In fact, some collection methods can ONLY be accomplished with trained professionals. Thus, we offer Internet-based systems that work well for data collection. But we also oversee those methods as just “part” of our entire system to give our clients a definite edge in the marketplace.