DynaMark has purchased Dulles, VA-based MarketSwitch Corp.’s optimization software to help clients evaluate, target and generate the most appropriate direct marketing offers to their customers.
DynaMark, St. Paul, MN, will use MarketSwitch Workstation, comprised of Cross-Selling Optimizer and Targeting Optimizer. The product suite, based on multiple patent-pending mathematical algorithms, will build profiles of the customer base focusing on the likelihood of purchasing from a direct marketing offer.
With this refined target list, Workstation will select the offers that best meet the firm’s business objectives, and rate the database in terms of which channels to use (mail, telemarketing, Web site, or sales force). It will use that insight to make more informed marketing decisions for budgeting, customer growth and profitability.
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