U.S. arm of largest magazine publisher in the world chooses hosted smartFOCUS software to increase marketing intelligence
smartFOCUS, a global provider of powerful multi-channel marketing software, has announced that Hachette Filipacchi Media U.S. (HFM U.S.), the U.S. subsidiary of the largest global magazine publisher, is using smartFOCUS’ intelligent multi-channel marketing solution to improve and manage its direct marketing and list rental. Hachette’s marketing solution is hosted by Equifax, a leading provider of marketing database hosting services.
Hachette is a major U.S. magazine publisher with many popular brands, including ELLE, ELLE DECOR, Woman’s Day, Car and Driver, Road & Track and Cycle World.
Working with Equifax’s outsourced direct marketing database team and complemented by the smartFOCUS marketing platform, Hachette is able to more optimally market to its growing database of 23 million subscribers across multiple channels.
smartFOCUS’ smartMARKETER suite, which is hosted by Equifax, allows Hachette to leverage analytics to see how its campaigns are performing, and discover new insights from the information it receives. Current clients and prospects can be segmented and targeted for tailored campaign communications which will yield increases in conversion, cross-sell and retention rates across its print and online publications.
Tom Masterson, Hachette’s Senior Vice President of Consumer Marketing and Manufacturing, said: “Equifax and smartFOCUS are a winning combination, providing us with a hosted multi-channel solution that gives us superior marketing intelligence, a breadth of analytic capabilities, and new, creative ways of looking at our data. We have a single integrated database and have a strong handle on marketing ROI.”
Chris Underhill, CEO of smartFOCUS, said: “Major publishers are achieving strong returns from our intelligent marketing solutions, and the industry is looking to strengthen its control over data and the way it uses it. Hachette chose smartFOCUS, through Equifax’s hosted offering, because of our ability to handle tremendous amounts of customer data smoothly, efficiently and across every communication channel.”
Curt Bloom, President smartFOCUS International said: “Equifax is a very strong partner for smartFOCUS, offering our intelligent marketing solutions as a hosted solution alongside their data offerings and consultancy services. It’s a very compelling offering for marketers. We have a number of mutual clients, and to add a company of Hachette’s reputation is further proof of the strength of our joint expertise and offering.”