Echelon Marketing Group White Paper Explores 3 Ways Marketers Can Tap Hidden Spending Power to Boost ROI
Monday, 12 June 2006
Echelon Marketing Group, a division of IXI Corporation, has published another in its series of white papers. The new white paper “What You Don’t Know About Your Customers’ Spending Power Is Costing You: 3 Ways to Tap In and Increase Your Marketing ROI” is a follow up to “3 Direct Marketing Myths That Are Killing Your Results.”
Available free of charge on Echelon Marketing Group’s Web site at http://www.echelonmarketing.com/white_paper2/sign-up-dice-press-release.html, the paper describes that the vast majority of marketers are missing a key element in working with consumer data – Money. It explains why Money should be viewed as the fourth dimension of consumer insight alongside more traditional but overly exploited tools, including Behavioral, Attitudinal, and Geo/Demographic data.
“The impact of money is so profound; beyond income, homeownership, and investments. It’s really about spending power and the whole spectrum of consumer insight that marketers can gain by understanding spending capacity and purchase propensity at the household level,” says Don Neal, president of Echelon Marketing Group.
The paper goes on to explore new targeting techniques that allow marketers to attach a spending power score to individuals, providing a powerful segmentation tool that vastly increases the efficiency and effectiveness of marketing expenditures. Prospects that have the spending power can and should be treated much differently than those who do not exhibit the potential to spend at a high level.
“For the first time consumer marketers can look inside a household ‘wallet’ to determine who has the capacity to spend – we call this economic viability – and who is most likely to part with their money – we call this propensity to spend. Echelon's proprietary information is built upon actual data factors representing $8 trillion of US households’ real liquid assets. This information has never before been available and is changing the game for our clients,” continued Neal.
To download a free copy of “What You Don’t Know About Your Customers’ Spending Power Is Costing You: 3 Ways to Tap In and Increase Your Marketing ROI,” please visit http://www.echelonmarketing.com/white_paper2/sign-up-dice-press-release.html.