Process for compiling and auditing response list metadata for descriptive and predictive market trend analyses.
Marketing professionals are limited in regards to the industry specific information that is available to them at an aggregate level. This creates problems for decision-making, because far too often there is no relevant context for business performance as it relates to sales and marketing. Many catalog, publishing, and mail order businesses are privately held and financial data is difficult to obtain for market analysis. Marketers not only need to understand their performance in absolute terms, but they also need to understand their relative performance compared with competitors. The auditing, standardization, market coding, aggregation and trending of response list metadata provides industry specific benchmarks for performance. The application of forecasting techniques and descriptive statistics further validates the information for decision-making. Marketers will be able to effectively benchmark performance using behavior-based data, without the need to supply their most valued asset — their customer file.