CHICAGO — DataCo Solutions today announced its continued relationship with Affinity Group, Inc, to provide proprietary data analytics, predictive modeling tools, and customer behavior analysis focused on loyalty drivers and retention strategies and tactics.
The seven-year partnership has allowed Affinity’s marketers to target specific members and/or behaviors in an effort to continually optimize Affinity Group’s marketing investments, while always increasing their value proposition to members, DataCo said in a press release.
Prabhuling Patel, Affinity’s chief marketing officer and president of Affinity Ventures, is a key proponent of predictive modeling techniques.
“DataCo’s level of expertise and breadth of solutions have continually proven to be ahead of the industry,” he explained. “Affinity has been a benefactor of that intelligence, which has accelerated our targeting and segmentation strategies to unprecedented performance levels. Because we have such a broad portfolio of consumer brands, products and services, segmentation is critical to remaining relevant to our members. In 2011, we look forward to partnering with DataCo to continue to improve our members’ experiences and demonstrate the Affinity brand value.”
Tom Salutz, managing director at DataCo Solutions, described the Affinity Group partnership as, one of the most exciting clients his firm works with.
“The size and breadth of the Affinity customer base requires an extreme level of sophistication in marketing and predictive analytics,” he explained. “Affinity has a robust database with strong customer attributes, which provides a great foundation for working together in a very collaborative manner. The Affinity marketers are relentless in their pursuit of relevance and value for their members. We share this same pursuit and enthusiasm as we look to 2011 and beyond.”
About DataCo Solutions
DataCo Solutions, www.datacosolutions.com, has been solving marketing and business challenges for its clients for almost 20 years. DataCo employs a unique and proprietary methodology that integrates research, data analytics and predictive modeling across the entire customer life cycle in a very collaborative and iterative manner. The methodology has allowed DataCo clients, whether large or small, to precisely target, segment and optimize their marketing efforts and their customer relationships.
About Affinity Group
Affinity Group, www.affinitygroup.com, is the nation’s largest provider of outdoor clubs, services, media and events that service the safety, security, comfort and convenience needs of the North American recreational vehicle (RV) and outdoor enthusiast market. By providing information, insights, and resources, the company champions the fun, freedom, and adventure of recreation in motion. The company works to enhance its customers’ recreational experiences and build the communities that share and promote their fun and adventurous lifestyles.
Affinity is organized into four different business units – Affinity Media, Affinity Clubs, Affinity Events and Affinity Ventures. Their corporate headquarters are located in Ventura, Calif. Subsidiary operations and divisions can be found at multiple locations throughout the United States.
SOURCE: DataCo Solutions press release