Most rounded customer insight to date brought to market by ON & OFF line data analytics partnership

Leading UK web analyst Cognesia and marketing data specialist Tangible have struck a strategic partnership to work together as one of the first UK organisations to offer true integration of off-line and on-line data analysis.

It promises the most rounded customer insight available on the market to date spanning direct marketing and website behaviour analytics. 

Mark Wilding, Director of Cognesia explains, "There are plenty of web analysis tools out there but most just provide simple web stats such as the number of page views and visits.  This is fine if all you are looking for is site popularity.  If you need to know how successful your marketing campaigns are or you want to build prospecting models, you need much cleverer analysis that gives you insight into the visitor and their behaviour."

"The off and online markets are coming together," says Nigel Magson, Managing Director of Tangible (fomerly Talking Numbers),  "Online media has been developing with some great successes for sometime, yet most companies are still handling their data in separate silos with no or little integration with their off-line customer databases. Many companies are tracking activity on their websites but with the data often being very simplistic and different from their customer bases they are failing to utilise the potential for customer insight and prospecting, with little real understanding of their website visitors and how to feed this back into their marketing data strategies."

Initially Tangible, renowned for its award winning bespoke data solutions, will lead the partnership integrating Cognesia's ground breaking web analysis tool Cognesia Explore with their forthcoming re-launch of their web-accessed marketing database solution.

“	The offline & online markets are coming together.	”
	Nigel Magson Managing Director Tangible

The two companies are combining their strengths after successful trials in working side by side with common clients. Combining off and on-line datasets across a common platform will make possible new levels of all-round customer insight, prospecting and the development of marketing data strategies across all direct marketing channels. A new innovative data solution is under development for anticipated launch Spring 2008.

This content was modified "post-publication" to use up-to-date company and product names (April 2011).