Talking Numbers to integrate online and offline analytics
Howard Lake | 11 December 2007 | News
Charity data specialist Talking Numbers and web analyst Intellitracker are partnering to offer integration of offline and online data analysis. They say that it will offer “the most rounded donor insight available on the market”, spanning direct marketing and website behaviour analytics.
While there are plenty of sophisticated tools for measuring direct marketing campaigns and others for measuring web site activity, to date it has been difficult to combine the two to offer an effective overview. By combining offline and online datasets across a common platform the two companies aim to make possible new levels of all-round donor insight, prospecting and the development of marketing data strategies across all direct marketing channels.
Nigel Magson, Managing Director of Talking Numbers, explained the need for the new service. “Online media has been developing with some great successes for sometime,” he said, “yet most charities are still handling their data in separate silos with no or little integration with their off-line customer databases.
“Many charities are tracking activity on their websites but with the data often being very simplistic and different from their donor bases they are failing to utilise the potential for true donor insight and prospecting, with little real understanding of their website visitors and how to feed this back into their marketing data strategies.”
David Hudson, Commercial Director of Intellitracker, added: “If you need to know how successful your marketing campaigns and appeals are, or you want to build prospecting models, you need much cleverer analysis that gives you insight into the visitor and their behaviour.”
Talking Numbers will at first lead the partnership, integrating Intellitracker’s web analysis tool Intellitracker Enterprise with the forthcoming re-launch of its web-accessed marketing database solution.
More: www.talkingnumbers.com
More: www.intellitracker.com
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.