SF Interactive Forms CRM Group

NEW YORK SF Interactive has formed a new business unit dedicated to data analytics and customer knowledge.

Called SF Insights, the new division will offer qualitative planning services, quantitative tools in data analysis, mining and modeling, and relationship marketing strategy and business process consultation. Its goal: to help companies transform marketplace data into actionable customer knowledge and allow them to effectively target prospects at every stage of the purchase continuum, the San Francisco-based interactive agency said.

The unit, made up of SF Interactive’s existing e-mail marketing and analytics teams, will be lead by Bill Firing, who has been hired as senior vice president.

Firing, 37, most recently was vp of consulting services in the San Francisco office of Analytici, the CRM and data analytics division of Foote Cone & Belding. Prior to that, he was a senior partner and director of OgilvyOne’s integrated customer knowledge, CRM technologies and tele-services units in New York, working on such clients as IBM, Kodak and Nestle. Previously, he was a principal consultant at Dun & Bradstreet, where he helped develop customer relationship strategies for clients.

Some SF Interactive clients include VeriSign, Cisco and Wind River Systems.