COMPANY OVERVIEW |
CORPORATE PHILOSOPHY |
DATA MANAGEMENT |
CUSTOMER RELATIONSHIP MANAGEMENT |
STRATEGIC / CONSULTING SERVICES |
Direct Services, Inc. (DSI) is a database marketing company, specializing in helping firms customize and integrate data-driven online and offline marketing programs. Our proprietary data management and customer identification processes enable clients to plan, create, execute and manage sophisticated multi-channel, multi-touch communication programs across all channels. The DSI marketing platform provides total accountability and comprehensive reporting.
The company's number one asset is its employees. Each member of the team brings a wealth of experience and understanding of industry best practices to each client. The right people with the experience, creativity and technical expertise provide the foundation that sets DSI apart from its competitors. We provide the infrastructure, technology, and expertise to create truly effective customer relationship marketing and prospecting programs.
DSI is small enough to provide a “boutique” environment where every client is important and receives a level of personal service that is difficult to find in most large, mega-companies. Yet, DSI is large enough to provide leading-edge, state-of-the-art technological solutions customized to each client, but without the high fees.
DSI has offices in South Florida and Seattle, with affiliates in
DSI's philosophy is to become a strategic asset for our customers by providing a level of knowledge of marketing data and processes that most companies cannot afford to maintain internally. As your marketing partner, DSI provides the resources that allow our clients to focus on more important issues at hand such as growing their business.
We prefer to establish long-term working relationships with our customers that allow us to go beyond response to historical problems by developing a mutual understanding of business needs. As that understanding grows, we can work together to evolve solutions to satisfy the requirements of new strategies as they are implemented.
DSI was founded on the basic principle of quality. No matter how simple or complex the project, no matter how large or small the client, every step of every process is subject to meticulous quality control practices. DSI's primary objective is to deliver quality information in order to develop successful marketing campaigns that help you generate revenues in a cost-effective manner.
A core competency of DSI is our data management capabilities.
DSI develops and maintains proprietary data management processes. Proper manipulation of your data is critical to the success of your marketing campaigns.
DSI provides custom solutions involving the processing of
customer and prospective customer data from various sources.
These sources may include customer master databases, website
leads, inbound calls, outside sales, direct mail responses,
surveys, list rentals, bookings, purchases and web-tracking
analysis. We collect this data on staging servers. The
information gathered is then cleaned and standardized and
presented in a way that is easy to access.
After the data is collected and merged into one record, the data
is then placed in a client-specific data warehouse. The data is
then extracted from this data warehouse according to specific
rules. This data is then sent to different destination
applications. Several of these destination applications are used
for marketing automation or sales automation. Specific behaviors
are collected and flagged.
Most of the destination applications are used for marketing
automation purposes. In other words, things that are
automatically triggered based on behavior that is flagged by
custom rules. Destination programs may include:
• CRM campaign management systems (ex. Unica, SAS, DSI Campaign
• CRM contact management systems (ex. Salesforce, Siebel,
Microsoft Dynamics, DSI)
• ESP email service providers (ex. Exact Target, Cheetah Mail,
Alterian, Lyris, DSI Mail Servers)
• Reporting BI Tools (ex. LogiXML, Oracle, SAP, MicroSoft, DSI
• Mail houses for printing and distribution of direct-mail
Whenever a client has specific needs, we are able to customized
affordable applications in order to accommodate the requested
marketing automation. In addition, we can put data together to
make it effective for sales automation, lead management or
contact management. It is not just about collecting data, but
how that data is presented. Data is only effective when
organized in a way that is beneficial to the client's needs.
That is where DSI comes in. We can make data work for you and
help you make the best of your target audience's behaviors in a
way that is productive and beneficial.
Data is driving everything in today's world and as DSI
recognized decades ago, data quality is critical. The process of
cleaning, organizing data is referred to as "data hygiene".
Sources of data
- where does it originate
data - where in the organization
Validity of data
- are the records acceptable
data - delivered in the defined format
Accuracy of data
- are the records as expected
data - are the records meaningful
In addition to the above verifications, the DSI data hygiene
processes includes data parsing, normalization, address
standardization, National Change of Address. When appropriate,
all files undergo a CASS certified address standardization
CUSTOMER / PROSPECT IDENTIFICATION
The Customer Identification process is critical to the success of every direct mail acquisition program and is at the core of a successful Marketing Data Management System (MDMS). Mailing duplicate names is a waste of printing, postage and marketing costs which results in reduced response rates and higher acquisition costs.
DSI will de-dupe your list based on individual, address, household, business, or customized criteria. Using a unique combination of software and proprietary matching logic, DSI takes pride in providing our clients with the benefit of highly effective and sophisticated merge/purge processing. And, since we perform all work in-house, our clients reap the benefits of fast turn-around and complete confidentiality.
SessionBase is a Direct Services' program that collects and
records all website activity (sessions) to cloud based database,
hence the name, SessionBase. SessionBase processes data via
real-time API feed for behavioral modeling, utilizing machine
The DSI Data Management Platform manages the behavioral data for
alignment with other data sources to develop and test behavioral
based marketing programs.
Behavioral based marketing programs will;
Uncover who those lost website visitors are (before or after
they enter the website).
Identify web site visitors preferences, previous visits,
transaction history, and browsing history.
Dynamically determine a website visitor’s place in the sales
cycle and remarket to them one-to-one using a right-message,
right- time, and right-channel offer or program via third-party
provider or DSI’s services.
DSI will design, build and maintain a Marketing Data Management System (MDMS) that will enable you to aggressively apply database marketing strategies to direct marketing programs. We will help identify and gather relevant data about customers and prospects then use database technology to transform the raw data into powerful marketing information.
The infrastructure will support multi-channel marketing campaigns including direct mail, telemarketing and web marketing efforts.
CUSTOMER RELATIONSHIP MANAGEMENT
DSI has developed a propriety CRM system that will optimize customer acquisition and on-going relationship management with streamlined processes and more efficient strategic planning for added profitability and marketing success. Our CRM system consists of various modules that, when integrated, optimize the effectiveness of your overall contact management strategy.
You will be able to access your data online with a 360° view of your customers and prospects - complete with all contact history, transaction data, source data, demographic and segmentation variables.
The Campaign Center is DSI’s proprietary, web-based, user-friendly campaign management tool designed to create, manage and execute all your marketing campaigns. The system has user-defined campaign types, budgeting and response analysis functionality. The Campaign Center allows you to develop a deeper understanding of customer response by measuring all elements of campaign execution (creative, response, ROI, etc.)
DATABASE DRIVEN EMAIL SYSTEMS
DSI has over a 15 years of experience in building systems that
process and distribute complex, data driven emails. Emails
become complex when the distribution list is based upon lengthy
business rules calling upon multiple databases, identifying
specific behavioral patterns, and/or specific segmentation of
To accomplish the email distribution, DSI maintains its own Mail
Transport Agents (MTAs) and Email Injection Servers. A
postmaster is always on duty to address and prevent spam blocks,
abuse complaints, or other non delivery issues.
In box deliveries are monitored and white listed IP addresses
and domains, dedicated to DSI clients. Emails can be sent out at
a rate of over one million per hour.
When clients have an existing relationship with an email service
provider, DSI can provide an automated export of complex list
segmentations directly to the service via an API or FTP post.
REPORTING AND ANALYTICS
Many companies are data-rich and information-poor. DSI's in-house statisticians use sophisticated statistical techniques that will turn your data into actionable information. Our modeling and segmentation will help you predict future customer behavior and give you a significant competitive advantage by increasing the level of control over your marketing investments. Continued tests, adjustments, and improvements help assure that the model remains valid.
Analytical Cubes can quickly identify behavioral anomalies,
which translate into segments of opportunity. Business rules are
defined and the inputs from different databases are modified and
combined in multi-dimensional tables to complete a structure
which is known as “data cube”.
In terms of form and functionality, a Multi-Dimensional Database
is quite different from relational databases and works a lot
like an Excel Pivot Table. With this familiarity, the “data
cube” interface is simple and easy for any business manager to
Business Intelligence for Marketing focuses the OLAP on driving
incremental business, reselling and up selling to existing
customers, and retaining the customer base.
STRATEGIC / CONSULTING SERVICES
DSI offers a wide range of strategic and consulting service, as well as creative and graphic design.
DSI is a full range list brokerage firm providing qualified names for all your prospecting needs. We specialize in target marketing and have access to millions of names in which you can cross reference different types of criteria to pinpoint your specific audience. As your mailing list broker, DSI will provide quick, knowledgeable service and will work side by side with our customers to identify the opportunities each list presents, along with response analysis of the effectiveness of a list. What's more, our customers reap the benefits of very competitive pricing from our wholesale buying power.
DSI has sustained a winning track record helping Fortune 1000 and midmarket companies move toward true one-to-one marketing communication.