The iCARD System - the virtual biometric loyalty card, generates customer related transaction data. It is then the task of it-werke iTOOLS, to convert these data into useful information.

iTOOLS follow the "response hypothesis principle" which makes marketing more targeted, hence more efficient. Instead of dealing with all customers, the response hypothesis concept selects a cluster, which is specifically addressed, because an extended sensitivity for a certain issue is assumed.

 

Exploration and clustering of data can be done using the variables "customer", "product/product group" or "time". The variables can be linked through "and / or / not" clauses.

E.g. "Show all persons who have recently bought a shirt" underlying hypothesis "they may need trousers as well"  or "show all persons who have not bought a sweater in the last two years" underlying hypothesis "they might now need one"

 

Names, addresses of persons found according to the hypothesis can be directly imported into word processors. Hence to do targeted mailings with group specific messages is easy and fast.

 

Each cluster selection can be saved together with the underlying response hypothesis. All data are stored for impact assessment. Crosschecking whether selected clusters proofed different behaviour than a random sample helps to make messages more effectively. Corresponding instruments are part It-werke CRM tools.

Continuous application of CRM tools leads to response patterns, which allow to select the most promising marketing instruments to address specific customer groups.

CRM tools are by nature flexible and can be easily adjusted according to needs.

All information is made available through a web interface. Within the network, no additional software is required, to dispose of required data at all workstations at all time - worldwide if desired.