PhoCusWright Travel Innovator: Clairvoyix

Clairvoyix is a database marketing company that uses sophisticated personalization to better target customers. According to their website, Clairvoyix uses a seven step process that covers everything from collecting the information you need about your customers all the way to ROI. The steps as identified are:

1. Data Capture: This appears to be a service to help you make sure you are capturing the right information from your customers. I would presume this would be helping an organization make sure that their CRM and sales tools have all the right fields. After all, you can’t really target your customers effectively if you don’t know who they are.

2. Data Hygiene: This is the process of cleansing the data, making sure formats are the consistent and accurate. For example, this would be used to make sure all address information is in the same format.

3. Data Mining: Allows the user to search against their database with natural language searches and other mechanisms.

4. Targeted Strategy: This applies to segmenting and personalizing campaigns directly to users. The idea here is that if you have a lot of data about your customers and it is consistently formated then you should be able customize your messages to each user without a lot of work.

5. Targeted Design: I like this step a lot. Why? Because it means that you can essentially program your marketing campaigns based on decision trees. For example, if the user is a woman, then print this message. If the user prefers sun vacations print that message. The opportunities for customization are tremendous.

6. Targeted Execution: Not sure what the difference is between this step and the previous one. Both steps appear to be the same. Maybe someone from Clairvoyix can clarify?

7. Campaign ROI: This is a bit vague, but Clairvoyix seems to be saying that they can quantify and measure segmented marketing campaigns. I’d be interested to know how they do this?

Questions for Clairvoyix:

1. Is it the Clairvoyix process or your technology that is innovative?

2. Is there an online demo of the system? Is it web based?

3. The Clairvoyix blog has two posts (total) dating back to June 2008. With the advent of social media marketing, how is Clairvoyix addressing social media marketing.

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