PreVision Rolls Out Retail Marketing Tool

BOSTON PreVision said it has developed a new Web-based customer marketing database capability called the Retail Marketing Intelligence Center.

The offering is designed to integrate various types of client data in order to help companies make better marketing decisions across all customer sales channels, according to the shop in Lincoln, Mass. Services include customer activity analysis, promotions measurement, acquisition list integration, e-mail campaigns and predictive modeling.

“Companies have wasted too much time and money implementing data warehousing that doesn’t meet the fundamental needs of database marketers in the retail industry,” said David Ehrenthal, vp of PreVision’s technology services group. “Our Marketing Intelligence Center for retail is an open, highly flexible and quickly deployable platform that gives retail marketers access to the customer intelligence and analytic applications they need.”

One client already using the capability is furniture retailer Ikea. “Before PreVision implemented Ikea’s marketing intelligence center, we had too much data and not enough customer intelligence,” said Marty McGuire, client relationship marketing manager. “Today, on a daily basis, [the offering] … lets us execute online, targeted mass and direct mail programs.”

Other PreVision clients include Abbott, Bayer, Pfizer, Talbots and Toys R Us. The agency is owned by marketing services company Valassis.

—Adweek staff report