Paul Mandeville, SVP, Digital Marketing & Technology
"Customer data management is the foundation of successful marketing strategy. " This statement, made by Paul Mandeville, SVP of digital marketing & technology at Vericast, which includes QuickPivot, couldn’t be more relevant, considering the role data plays in ensuring efficient functioning and growth of a business today. We now live in an era where, without the ability to analyze its pool of data, an organization can lose out on a multitude of opportunities to expand its customer base or increase revenue. QuickPivot's self-service customer data platform (CDP) proves to be the need of the hour in such a scenario. The company, through its platform, makes customer data management easy, allowing brands to engage with their customers through multiple channels.
QuickPivot's self-service platform enables marketers to ingest data from existing marketing and sales channels and normalize, standardize, clean, and match it to analyze it further to understand their customer base and accordingly personalize relevant cross-channel messages. The company has made this possible by building out-of-the-box connectors to hundreds of systems which make it easy to pull data from new and already identified sources. Also, it has designed the user experience so that if users are working with the data and discover something wrong with it, they have the tools to fix that, without having to learn new skills.
Not only that. The data managed in the QuickPivot platform also prove critical in keeping the different teams within an organization in sync. "Our platform allows marketers and their colleagues in technically-minded groups to speak the same language and collaborate," adds Mandeville. Consequently, the previously siloed teams can successfully implement a CDP that meets the needs of the marketing team.
Offered as a SaaS-based solution, the QuickPivot platform has been built with marketers in mind. It helps them develop the skills of data management, which Mandeville rightly considers the future's skills.
The platform allows marketers to identify and do what they need to do continue to participate in making their data better.
The most distinguishing factor that keeps QuickPivot ahead of its competitors is that they have always supported direct mail as a marketing channel, even in the digital age. The company has built a particular functionality called waterfall segmentation to create a catalog mail plan or an effective direct mail plan, which other CDPs typically didn't invest in. This has made QuickPivot stand out as a CDP provider that even enables trigger-based print, on-demand messages using physical postcards that are triggered right out of its system. Unlike other providers of CDP platforms, QuickPivot strikes the right balance between the online and offline channels. QuickPivot's ability to support digital and print marketing use cases gives it a competitive advantage, especially in the retail space, where there is a huge need for coordination between the physical and digital worlds.
These capabilities have benefitted a vast client base over the years. One company—a specialty retailer— especially witnessed a significant increase in sales. Within one year of implementing QuickPivot, the client saw a 30 percent increase in direct sales and a 20 percent increase in customer acquisition. They saw a double-digit growth in customer purchase value, which means that the existing customer base was buying more. "They had higher annual sales per customer, and this is a great example of our association with a client that has grown with us. And they are now exploring the new post card sending capability that we brought to the market in mid 2020," elaborates Mandeville.
The company consistently works toward helping its clients make the most of their data assets through its platform. In the future, QuickPivot will continue to focus on unifying offline and online marketing through investments in physical as well as digital channels. Considering the ongoing trends, the company will be expanding into direct TV and OTT platforms, which are the next big things. "As we look forward to 2021 and even 2022, we are addressing the impact of the loss of third party cookies on marketers and exploring ways for brands to use their customer data in their QuickPivot CDP for audience targeting across a variety of digital channels," concludes Mandeville.