Rome, 11 March 2008 11:15 am – Very soon, Italian marketers and communications professionals will be able to coordinate and integrate their press campaigns with direct marketing, thereby innovating their strategies. Announcing the big news is GFK Eurisko, the key consumer research company in Italy, and Consodata, the leading Seat Pagine Gialle Group company involved in marketing and direct communications services.

The two companies signed a partnership agreement that will populate the cells of the Eurisko Big Map with information, contained in the data base, about more than 11 million Italian consumers, fully complying with the privacy regulations of Consodata. The Big Map precisely identifies the profiles and buying habits of Italians. The Eurisko Big Map is typically used to select target groups for advertising campaigns. Thanks to the agreement, it will be possible to plan more sophisticated and effective campaigns, which accompany classic advertising or lead personalized and nominative communications (one-to-one), aimed at stimulating the direct response of the consumer.

Once the target market of a new product is defined based on the purchase potential, the most appropriate media to reach it and the specific names of consumers in that target group can be selected, for more precise direct communication. It is also possible to verify their concentration in the territory for “zone” communication actions and refine the selection of the territorial media of interest for the advertising. 

Access to this new profiled database on the Big Map — made possible by a new, unique statistical reference framework common to both advertising and one-to-one communication — is through Consodata.

“The most important problem for those who handle multimedia communications is how to develop a correct channel and tool mix” commented Fabrizio Vigo, Managing Director of Consodata. “Now, brands and media agencies have the tools to create integrated advertising campaigns, including direct marketing in planning. At the same time, marketing and CRM can take advantage of an additional profiling element that connects their one-to-one and territorial initiatives with above-the-line communication.”

“What was taken for granted a few years ago, namely mass-media for broad availability and targeting and direct marketing for reduced availability and more selective targeting is no longer valid” observed Remo Lucchi, managing director of GfK Eurisko. “Advertising and direct marketing are increasingly complementary, the former used for branding and the latter for establishing a dialogue with the consumer. The Consodata agreement removes many of the obstacles to putting this approach in practice”.         

Construction of a common statistical reference 

The service is based on the integration of the cells of the Eurisko Big Map (which arranges consumers into 16 categories by lifestyle) with Consodata’s Omnitarget database.
To achieve this connection, the plan matched a common matrix of relevant variables to identify and attribute the cell of the Big Map to a set of social and economic variables of the Consodata database. This makes it possible to identify general personal and contact information (names and addresses) consistent with the profiles of the Big Map, in order to create effective one-to-one marketing campaigns and realise geomarketing analyses and models to find the distribution on the territory of the main target identified for specific products and services.

SEAT PAGINE GIALLE GROUP
The Seat Pagine Gialle Group is the European leader and one of the main operators at world level in the sector of multimedia profiled advertising, offering “print-voice-online” directories, hi-tech products for the Internet and for satellite and ortophotometric navigation, as well as complementary communication services such as one-to-one marketing.
Seat Pagine Gialle has been engaged in information services, and search and communications tools for over 80 years. It is a success story based on a brand that is familiar to everyone, a sales network employing over 1,700 persons, a technology that is constantly evolving and a database that includes 20 million households and 3 million businesses, and a wide range of products guaranteeing a real integrated system of communications to about 600,000 Italian customers. A total of 63.3 million volumes distributed to the homes and offices of Italian subscribers (2006 figures), 32.5 million enquiries through the directory assistance service (2006 figures), and over 307 million hits on online directories (2006 figures) connect people and businesses, bringing together needs and solutions and promoting economic exchanges.

CONSODATA SPA (www.consodata.it) is part of the Seat Pagine Gialle Group and is the Italian leader in marketing intelligence and one-to-one marketing services. Headquartered in Rome, with offices in Milan, and with revenues of around €25 million in 2007, the company has know-how and service capacity allowing it to gather information on millions of consumers, identify selected targets for the most specific products and services, conduct full-cycle one-to-one marketing campaigns, and develop and offer marketing intelligence and geomarketing solutions and services for the main market sectors.

GFK EURISKO (www.eurisko.it) is the leading institution in Italy for consumer research. The institute conducts surveys that cover the entire panorama of social and market research in terms of objectives, areas and sectors, methods and procedures.
GFK Eurisko is part of the GFK Group, the fourth largest market research institute in the world. The GFK Group has more than 8,400 employees, offices in 70 countries, and conducts marketing research in more than 90 nations.

Contacts

Barabino & Partners - Tel. +39 02.72.02.35.35
Adela Leka – a.leka@barabino.it  

Consodata - Tel. +39 06.51612.549
Mattia Camellini – mcamellini@consodata.it  


GfK Eurisko – Tel. +39 02 43809376
Vitalba Paesano – ufficio.stampa@gfk-eurisko.it