Customer / Market Profiling

The SMART Group offer market-leading data analytics, customer profiling and spatial analysis service in order to support our client’s marketing objectives. Our S.P.O.T. data warehouse comprises a directory of the entire Australian residential marketplace, and through our constant interactions with customers via our contact / call centres and direct sales departments, we track customers responsiveness to various client’s products, store demographic and psychographic information and proactively provide propensity modeling and identify the best possible market segments.

Our Field Marketing / Direct Sales team also utilises geographical spatial awareness software, which determine the appropriate areas to canvass, and integrate with the InterfaceIT iKnock product to deliver field allocations directly to staff. Following each interaction in the field, the warehouse is updated. The information in this warehouse allows us to perform pre-campaign, continual operational and post-campaign analysis for our clients.

We have also embraced spatial technologies in a manner which differentiates us from our competitors. We provide a three-stage approach to the sales process:

Pre-Campaign Analysis

We determine the best territories to target based upon pre-existing overlay information. The SMART Group can also customise this process to overlay our client’s existing customer data with market information, enabling the client to determine potential high-yield sales territories.

Continual Operational Analysis

An ongoing service provided by The SMART Group to our Field Marketing / Direct Sales teams ensuring that we maximise resources across our client’s sales territories. This information can be provided to our clients on demand or in real time, dependent on their requirements.

Post-Campaign Reviews

At the completion of each campaign The SMART Group provides reports and modelled analysis on the penetration into sales territories, ensuring that any future campaigns can leverage this information. This can also be delivered directly to Genesys as an outbound dialling list, and many of our clients have sophisticated models that maximise penetration through initial Field Marketing / Direct Sales canvassing and following up non-contactable customers via an outbound Contact / Call Centre.