|[November 19, 2012]
SIGMA Marketing Offers Affinity Marketing Assessment
ROCHESTER, N.Y. --(Business Wire)--
Marketing Group, the customer
and digital marketing services firm, is offering marketers a proven
methodology to assess the capacity and maturity of an affinity marketing
"Based on over 25 years of direct marketing services experience in
working with clients in affinity and non-affinity organizations, this
assessment forms the basis for a marketing roadmap to help organizations
get to the next level," said Jim Dellavilla, EVP of SIGMA Marketing
Group. "These assessments have allowed us to develop a four-stage
scorecard for each of six performance categories."
The Affinity Marketing Maturity Assessment examines the following six
performance categories. Beneath each category are characteristics that
exemplify the initial and higher level maturity stages.
1. Partner Lead Generation - This category evaluates the
processes, tools and performance of lead generation efforts from target
identification to campaigns for lead generation.
Initial: Very little marketing support for lead generation
Higher: Partner prospects are value-tiered, best prospects are
2. Member Campaign Targeting and Measurement - Addressing the
member campaigns the processes used and the results they achieve.
Initial: All partner members are targeted
Higher: Analytics are used to target best affinity members, not all
affinity members re contacted
3. Data Management - Due to the complicated nature of managing
and effectively using member data files for campaign targeting, great
efficiencies or complications can result based on the processes and
Initial: Ad hoc file received, minimal integration of member files
Higher: Affinity, customer and third party data are integrated.
Data hygiene effectively deployed.
4. Messaging - Focuses on the communications that are being
deployed, the channels used, the segmentation developed and the level of
customization used to meet the affinity partner's needs.
Initial: Direct mail-only campaigns, universal messaging across all
Higher: Personalized, multi-segment and multi-channel messaging
5. Campaign Management - What tools and processes are used to
manage the campaigns and data associated with them
Initial: Each affinity campaign deployment treated as a separate
Higher: Campaigns across affinities integrated, communication
assets and target DB supported by enterprise campaign management tools
6. Services to Affinity Partners - Examines how easy it is for
the affinity to work with you and what value-add services you are
providing to your affinity partners.
Initial: Significant manual effort to organize and manage member
file transfers, campaign approvals and reporting
Higher: Affinity service Web portal and many affinity value-added
SIGMA compares results with similar organizations, then scores and
places the organization into one of four maturity levels in each of the
Assessments are delivered with detailed discussions about potential
improvement areas, which help to identify the importance of any
performance gaps, and begin to quantify the gains that can be realized
in reaching the next performance stage. The assessment output provides
tangible, actionable insights for affinity marketers and is used as a
roadmap for process & budgetary planning.
Learn more about SIGMA Marketing's Affinity Solutions at http://www.sigmamarketing.com
About SIGMA Marketing Group
SIGMA Marketing helps clients like Citizen Bank, Xerox and AAA engage
with their customers through Analytics + Strategy + Technology. We turn
data into customer intelligence and innovative marketing solutions --
online and offline -- with direct and digital solutions that focus on
multichannel marketing strategies, data and technology integration, web
analytics and sales enablement. SIGMA builds long term customer
relationships and drives Marketing ROI. Visit us at www.sigmamarketing.com
and at our Fifth Gear Analytics blog: http://fifthgearanalytics.com.
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