Davidson reappointed to tracking at Synovate

by Staff, Brand Republic 16-Aug-07, 09:50

NEW YORK - Synovate, the market research division of Aegis Group, has reappointed Andrew Davidson as vice-president of competitive tracking services for the company's financial services group in the US.

Davidson transferred back into the role from his previous position at Synovate, in which he oversaw domestic and international custom market research projects for clients in the financial services industry.

He will be tasked with developing the company's tracking service, Mail Monitor, which tracks credit card acquisition volumes and response rates throughout the US. It also evaluates the attitudes, behaviours, terms and usage for each card in the wallet.

Davidson said: "Direct mail is still the number one channel for the card industry. Industry pundits were forecasting the demise of mail back at the beginning of the decade but it is still going strong.

"The combined power of information on acquisition mailings and cardholder behaviours allows our clients to easily see who is targeting their customers and with which offers, as well as what terms already exist in prospects' wallets."