The July/August edition of Information Management (formerly DM Review) features a review of several Pitney Bowes Business Insight products by Earthsense, LLC, an applied marketing company headquartered in Syracuse, NY, that blends market research and database marketing principles to make consumer insights actionable. In this review, Earthsense discusses the creation of a “green” consumer segmentation dataset that helps companies effectively target their marketing efforts to eco-friendly customers. They argue that as green products become a main stream part of today’s economy, there is more of a need to create sustainable business practices that help companies understand the “who, what, where and the why” of their potential green customers.
By combining the results of their Eco-Insights consumer data with Pitney Bowes Business Insight’s location Intelligence data and analytical toolkits (MapInfo Professional, PSYTE, AnySite and MapBasic), Earthsense was able to create a green customer-centric, location-based identification tool. For more information on Earthsense’s perspective on the pros and cons of the PBBI toolkit they used visit this month’s edition of Information Management.
