You may have gathered that at Information Arts, we’re somewhat evangelical about b2b marketing solutions. It’s a subject we know a thing or two about - but we’re not interested in exclusivity. On the contrary, as Europe’s leading B2B specialist marketing services provider, we think responsibility to share best practice comes with the territory.

We’re determined to play our part in advancing the industry and raising its profile. Accordingly, we contribute to events where best practice is shared, support industry bodies and contribute widely to high profile publications and initiatives. Here you’ll find information on initiatives and press announcements involving Information Arts.

Information Arts launches ‘DNA Strands’ – A pioneering new segmentation and communication planning tool

Information Arts, Europe’s leading B2B relationship marketing consultancy, is launching DNA Strands – a groundbreaking segmentation and communication planning tool that allows SME data to be divided in a useful and meaningful way allowing for greatly improved targeting.

 

DNA Strands is an extension of Information Arts’ existing ‘Decisions, Needs and Analysis’ (DNA) database which was developed by blending together a number of complimentary data sources – including  individual level data gathered through primary research.  This blending process results in comprehensive and rich source of small business information at both business and business owner level.   IA’s analysts have applied statistical segmentation techniques to all of this data to develop the new system.  

 

By adding DNA Strands to customer data, the system enables Users to gain a much more rounded view of small business behaviour including information such as spending patterns, media preferences and business lifestage.  This detailed information allows for a comprehensive and insightful view of UK SMEs to be gained, and most importantly permits businesses to gain a greater understanding of how and when to communicate with other business owners in order to maximise results.

 

Simon Lawrence, CEO, Information Arts comments:  “Our mission is improve understanding of small business behaviour in order to support better outcomes in lead generation and customer marketing programmes to small businesses.  DNA Strands provides new understanding – and can be easily and cost effectively used to improve outcomes in all targeted DM.   Using DNA Strands gives a more holistic and appropriate view of small business behaviour and de-emphasises the importance of SIC codes in explaining purchase decision making.   DNA Strands, alongside our other targeting components like PIC and GIC, will completely revolutionise the way that Information Arts is able to gain and use insight derived from data.  This will ensure that our clients are able to take targeting to a new level and release more value from their relationship marketing programmes.