Harte-Hanks Direct Marketing has announced the formation of Harte-Hanks Analytics, combining for the first time all of the analytical and research capabilities of the company into one unit. David Blackwell, previously vice president and general manager of the Marketing Analytics group of Harte-Hanks, is returning to head the unit.
Combined in this offering will be Marketing Analytics - focused primarily on helping clients understand their customers' behavior and demographic profile, including modeling. Also to be included, Targeting Services will consist of marketplace analysis, helping clients understand the demographic profile of a given geographic region to support, among other things, store site planning and media planning. Finally, Market Research be thrown in using focus groups and surveys and revealing information on such issues as customer attitudes, motivations and satisfaction.
Harte-Hanks Analytics aims to become a key resource for direct response agency Harte-Hanks Direct. Structuring of the organization will be completed over the next several months.
"By bringing together the 'what, who, where and why' answers these disciplines can deliver, we are gaining a unique position to answer our clients' strategic marketing questions," said Blackwell. "We can help them make fully informed decisions on how to manage their customer relationships."
"Analytics has become increasingly important to direct marketing," said Richard Hochhauser, the company's president and chief operating officer Inc. "Measurement - whether evaluating results or predicting them - has made direct marketing and database marketing a compelling strategy for marketers. Creating this unit demonstrates our understanding of how integral a component analytics is to the overall Harte-Hanks solution."