Hanover, NH – August 17, 2009 – NextMark, Inc., a leading provider of direct marketing tools and resources, today announced that Cross Country Computer delivered the first high-definition data card via the NextMark Select service. Cross Country Computer accomplished this by uploading detailed profile data to the Harriet Carter data card from their CrossSelect List Rental Optimization Suite which is linked to the NextMark Select Application Programming Interface (API).
Data cards are the documents that describe mailing lists and insert media programs, and they are the primary tools used by direct marketers when evaluating prospect list sources for new customer acquisition. The problem with traditional data cards is they do not provide the in-depth profile information that is needed to make informed list purchasing decisions. As a result, marketers can make poor media buying decisions or waste valuable time chasing down information required to evaluate the customer affinity of outside lists.
NextMark Select solves this problem by introducing high-definition analytics to the data card. For the first time ever, list brokers and mailers gain instant access to in-depth mailing list profile information right on the data card. High-definition data cards reveal a richly detailed profile of the mailing list through visualization of frequency distributions for all selectable dimensions including demographics, psychographics, interests, and purchase behavior (see sample). This added insight reveals the best customer match segments in the prospect list and enables better targeting for improved response rates and higher lifetime value.
As a result of the successful implementation of NextMark Select, the Harriet Carter data card now includes high-definition analytics on more than 60 selectable dimensions.
These enhancements have been lauded by industry experts.
“The list profile really sets this file apart from the rest. Cross Country Computer and Harriet Carter have set new expectations for data card quality and reliability,” said Kacey Moore, Senior Content Strategist at Merkle. “Knowing that the information is auto-populated from the service bureau also increases my confidence in the manager’s representation of the list. I wish every data card had this information — my clients will love it!”
List managers are leveraging the new data card features to strengthen their value proposition.
“This new functionality raises the bar for all list managers. List brokers can now validate the data card descriptions and editorial content with live counts and list profiles updated directly from the service bureau,” said Chris DeMartine, Director of Business Development at NextMark. “The profile section provides all of the evidence that list brokers need to back up their recommendations with current information directly from the source.”
Advancements in technology are vital for the list industry and the future of direct and interactive marketing.
“It’s critical for prospect mailing lists to better integrate with the rest of the marketing process,” said Joseph Pych, Founder and President of NextMark. “The advanced analytics that you see on Harriet Carter data card is the first of many new applications that are enabled by NextMark Select and its electronic bridge between data cards and data. This initiative is preparing the list industry for the future of direct and interactive marketing.”
High-definition data cards are currently available to NextMark list research subscribers for no additional fee. A video presentation of the new technology, including the Harriet Carter mailing list profile is available online at http://www.nextmark.com/select.