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Today's web driven environment empowers customers...giving them instant access to information, research, reviews, product comparisons, etc. While this is ideal for the customer, it creates complexities for marketing and technology professionals as they try to find the smartest ways to reach consumers online. Allant has the expertise for all your interactive marketing needs through a comprehensive suite of Interactive Marketing solutions including:
| EMAIL MARKETING SOLUTIONS |
Full Service Campaign Management
Picture it–loyal customers and repeat sales through efficient and effective marketing. Sounds great, but how do you get it? How do you deliver the right message to the right person at the right time with targeted one-to-one communication? The answer–Allant’s Prevalence® Email Campaign Management solution. Our solution provides you with a full-service offering that enables you to convey important, timely information, as well as drive cross-channel purchase behavior and direct call-to-action initiatives. Allant’s solution will allow you to engage in ongoing dialog with your customers and, in turn, strengthen your brand and increase loyalty.
One Stop for Your Multi-Channel Marketing Needs
The Prevalence Email Campaign Management solution is fully integrated with Allant’s multi-channel marketing solution. With Allant, you can integrate data across all customer touchpoints within a centrally maintained multi-channel data repository, supported by advanced models and analytics, to achieve superior results and ROI. In addition, you have the ability to leverage Allant’s analytical staff to develop models that identify the most appropriate communication channel(s), frequencies and offers to achieve optimal performance for your multi-channel initiatives.
Our Approach—Engage at Every Stage
Allant utilizes a lifecycle approach in the creation of email programs and overall strategy. We go beyond traditional email campaigns by creating repeatable and potentially automated email programs—incorporating specific customer responses to campaigns, purchases made or behavior exhibited on a website and providing the basis for the effective implementation of real-time or event based triggers.
- Collaborative client engagement model
- Lifecycle based approach in creation of email programs
- Creation of email strategy to engage with customers at the right time with the right message
- Integration of all interactions / touchpoints across multiple channels to create complete customer visualization
- Iterative learning to optimize recurring campaigns
Solution Overview
The Prevalence Email Campaign Management Solution is comprised of the following components:
Data Integration
 Allant’s email campaign management solution creates a comprehensive customer view across all touchpoints—allowing you to integrate data from multiple disparate sources including telephone, direct mail, email, website, POS/ATM, transactional, customer service, campaign history, and many others. This integration facilitates optimized marketing strategy for channel and frequency and allows for the creation of complex analytic models.
Data Management
Once data is incorporated into Allant’s multi-channel environment, we work to ensure it is as usable and accessible as possible. From ensuring your offline and online databases are synchronized to data capture through web-based preference centers to leveraging data assets through analytics/modeling and data enhancement, we have the standard tools and processes that allow you to derive the greatest value from your data.
 Dynamic Content and Personalization
Use of dynamic content and personalization is a proven way to increase customer loyalty and retention by increasing the relevance of the communications. These campaigns are higher performing than standard “batch and blast” emails and provide for a higher realized ROI. Furthermore, significant gains can be made from the reduction of time and resources required to create multiple email creatives.
Real-Time/Event Based Triggered Emails
The implementation of an effective trigger-based email strategy provides for the timely communication to your customers based on highly indicative data points such as customer behavior on a website. This increases the relevancy of email communications and the likelihood that a customer will respond. The trigger capability provided by Allant allows for the incorporation of text or HTML email creative, as well as other advanced capabilities such as dynamic content or personalization.
Deliverability Toolset
Maximizing client deliverability is priority #1. To accomplish this we leverage robust monitoring and reporting utilities such as campaign preview, mailbox monitor, blacklist alert and reputation monitor to keep on top of bounces,  complaints, and ISP reputation. We have strong relationships with ISPs, stay on top of industry initiatives and trends and proactively share knowledge with you as we collaboratively evolve your email strategy.
Reporting and Assessment
Analysis is critical to uncovering trends in your campaigns and their overall effectiveness. Whether you prefer standard email performance reports or have a need to create a custom report, we can do it. Allant has a powerful suite of reporting and analysis tools available to you. We also have expert resources that will leverage these reports to create actionable plans to maximize your future performance and ROI.
Email Append
Email Append is a component of the Prevalence Email Solutions product suite. Email Append is the appending of email addresses to a marketer’s customer database. The email address is obtained by matching first / last name, and physical address of those records from the marketer’s database against a third-party database to produce a corresponding email address.
Email Append provides marketers with an efficient method to increase the number of deliverable email addresses of their existing customers, enabling them to obtain optimal results in their multi-channel marketing efforts. Allant provides for the direct inclusion of appended email addresses into a marketers database, enabling them to immediately incorporate incremental consumers into their multi-channel campaigns who previously were not reachable via email. Additionally, marketers can gain additional insight into consumer behavior for existing analytic solutions.
Allant’s Email Append solution provides access to over 75 million unique email addresses, all of which are permission based. Allant fully complies with The DMA’s Commercial Solicitations Online Guidelines which requires:
- There is an established business relationship with that consumer either online or offline
- Data used in the append process are from sources that provided notice and choice regarding the acceptance
of receiving third-party email offers and where the consumer did not opt-out
- Reasonable efforts are taken to ensure the appending of accurate email addresses to the corresponding consumer records
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Web Analytics
Web Analytics provide marketers with insight into customer behavior exhibited on their website, as well as to enable the accurate measurement of online campaign performance. This information can be used to optimize existing marketing campaigns, enhance the customer experience, and to increase revenues. Additionally, this information provides valuable insight to be leveraged in other marketing efforts as a means to provide additional segmentation or as an input into analytical models. Once marketers have implemented a web analytic solution they often find themselves lacking comprehensive insight into the right metrics, have difficulty in understanding what factors are impacting conversion rates, and lack the internal resources and / or expertise to modify existing implementations. Allant provides two unique solution offerings to help marketers ensure that they are getting the most out of their Web Analytic solutions - Web Confidence and Conversion Audits.
Confidence Audit - Is Your Data Leading You Down the Path to Success?
If you are like most marketing professionals, lack of data is not your problem. You have stacks of spreadsheets and reports a mile high. In fact, the odds are good that you have more data than you know what to do with—but is it helping you? Are your reports accurate, consistent and conclusive? Can you rely on your web analytics data to make confident decisions that drive return on investment on your online marketing initiatives?
If not, that’s where we come in. Allant has partnered with Stratigent, an industry leader in web analytic consulting, to offer a comprehensive assessment of your web analytics program, as well as to provide a roadmap for moving forward to optimize your investment. Through the Confidence Audit, we have generated exceptional results for clients looking to improve the quality of their data and the performance of their online marketing initiatives.
A typical Confidence Audit will include the following:
- Technology configuration review, including suggested improvements to page tagging
- Data validation of current data and gap analysis of reporting requirements
- Techniques for improving campaign tracking, reporting and analysis of your data
- Recommend best practices and provide consultation on using advanced features of your
web analytics solution
The Confidence Audit will not only evaluate the validity of your data and the relevance of the information as it relates to your business needs, but it will also provide an informative look at whether or not you are making the most of your web analytics solution and its advanced features.
When maximized to its full potential, your web analytics data can provide direction in the decision making process for your marketing investment. Imagine moving forward with your online marketing strategy based on sound, relevant data and a clear plan of action. Ultimately, the Confidence Audit results are designed to help you get on this path to success and put yourself in position to accurately measure and improve ROI.
Conversion Audit - Getting the Most Out of Your Investment
As an online marketing professional, you already focus time and money on acquiring visitors to your website – from paid search and display ads to search engine optimization and email campaigns. But what happens to those visitors once they come to your site? Do they convert into customers, or do they browse and leave? Why is it that some people take action and some don’t? And most importantly, what changes should be made to improve ROI?
Stratigent’s proprietary Conversion Audit can help answer those questions by evaluating your website and analyzing your data and conversion rates to understand your customers’ behavior. A conversion, or what we sometimes call a success event, can be an online purchase, a completed online application, a sign-up for a service – or whatever you define as the successful outcome of your marketing initiative.
Our experience has shown that focusing the Audit on a few key questions can produce valuable insights into your marketing programs and conversion rates:
- At which point in the checkout process do I lose most of my visitors? Why are they abandoning?
- Where the key exit points on the website?
- What are my best and worst performing campaigns?
- What is the most valuable source of traffic to the site? (e.g., organic, email, affiliates)
- Which landing pages should be targeted for optimization?
The Audit will generate actionable, short- and long-term recommendations to produce measurable increases in your website conversion rate. Moreover, the higher rate of success events on your site will improve the overall return on investment for your online marketing budget.
You already have the visitors and the data. The Conversion Audit is the next logical step in improving the efficiency of your online marketing program – and ultimately growing your business.
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Most marketers use or plan to use inbound customer interactions as an opportunity to cross-sell and upsell their products and services. The primary reason that inbound channels are so attractive is that there is no clutter for marketers to cut through. The customer has reached out to the firm for a specific reason, such as responding to a marketing offer or to check on an account balance. However, marketers that use these inbound channels as a means to mindlessly push more products risk creating a negative customer experience, lowering customer satisfaction, increasing attrition, and degrading their brand. Marketers are in need of a solution that applies business rules and real-time data access, and in some cases dynamic data capture, to maximize the value to be derived from these customer touchpoints. Allant's Interaction Management provides an effective solution that allows marketers to effectively leveraging inbound customer touchpoints based on knowledge of the customer and which offers they will be most receptive to.
Interaction management is an intelligence engine which informs marketing/offer decisions made during:
- Inbound phone calls (IVR and agent-assisted)
- Inbound website visits
- Kiosk or in-branch visits
The goal of Interaction Management is to: provide timely access to insights on customers to determine the most relevant content or offer to deliver, capture outcomes and dispositions to provide closed loop reporting and measurement, design to leverage statistical models which predict the behavior of individual cable subscribers and non-subs, and identify website visitors and capture web behavioral events.
Allant's Approach
- Real-time access to pre-scored / profiled customer data
- Supported by real-time delivery of offers / content across various inbound marketing channels
(removes dependency on Marketer IT)
- Granular data (stored at individual or household level)
- Solution should support additional dynamic data inputs that provide contextual relevance
- Compliments Channel Manager position through delivery of less invasive solution that minimizes reliance on marketer IT departments
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