The Transactional Co-Op: Targeting Valuable Customers at the Right Time

Leverage the Power of Transactional Data
The sheer amount of data available to marketers today is staggering. It's more readily available every day. In fact, this data explosion is outpacing the time marketers have for giving it the necessary analysis it needs to be of real use.

However, increased data availability is a real opportunity to optimize marketing efforts if used properly. As marketers are increasingly held accountable for hard numbers and demonstrating ROI, transactional data offers a solution by closing the sales and marketing loop.

Though consumer time spent in digital channels is up, it's important to remember that many consumers still prefer traditional marketing. Finding the right mix of each channel helps you reach high-value prospects and customers where they prefer to be reached, bridging the gap between online and offline marketing.

With an optimized transactional co-op environment, marketing initiatives can be refined to target the best prospects both online and offline, blending lead generation with conversion and retention.

Joe Tropeano is the vice president, B2B Brokerage, Infogroup Targeting Solutions. Joe can be reached at joe.tropeano@infogroup.com.