Media Horizons, Inc., a direct marketing agency, has created a new data and analytics group.
The group will be headed by Rick Child, who has been promoted to VP of data and analytics. Child, who joined the company in 2006, has more than 12 years of client-side experience in all aspects of direct marketing, including work at Scholastic, Danbury Mint and Rodale.
The new unit will offer marketers several different functions. For existing customers, it will develop statistical models to determine the most appropriate offers by customer based on data such as purchase history and demographics.
For acquisition programs, the group will develop custom prospecting models by applying proprietary algorithms to clients’ customer data and appended third-party data. These can be used both in direct mail and online channels. Using these models, marketers can identify and target the prospects most likely to respond, buy and generate the greatest profitability.
