Information Arts targets small businesses with data analysis tool

by Paul McNally, Brand Republic 11-Oct-07, 11:40

LONDON - Relationship marketing consultancy Information Arts has developed a new tool, DNA Strands, to help marketing companies target small and medium businesses more effectively.

DNA Strands is an extension of the company's existing database, which is used by marketers as a source of small business information.

The data has now been trawled by analysts, who have applied statistical segmentation techniques to make the information more accessible.

Simon Lawrence, Information Arts chief executive, said the new tool aimed to help direct marketers generate more leads and better plan their communications.

He said: "Our mission is to improve understanding of small business behaviour. This will ensure that our clients are able to take targeting to a new level and release more value from their relationship marketing programmes."

Instead of segmenting the data using geographic or demographic criteria, the DNA Strands tool segregates small businesses by analysing their spending patterns, media preferences and how developed their businesses are.

Since it was formed in 2000, Information Arts has worked with a number of large firms on their relationship marketing, including Xerox and Vodafone.