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Custom Analytics: Bringing Insights into Action

Asha Deshpande

By Asha Deshpande, senior director of database analytics at Infogroup, parent company of

In the fast-paced world, it’s even more critical to understand what actions should be taken to deliver the greatest impact and value. Just when you think you’re ahead of the game something else arises, and you need to reassess your original plans.

Bringing new insights into action is how custom analytics can help you and your business. Every business is unique. Culture, product, services,

industry, and many other dynamic factors reinforce this uniqueness. Therefore, using the power of custom analytics is something that every business owner should be doing. These tools can help provide insights and information to improve your business customer acquisition, credit-decisioning, risk management, growth and retention, and marketing.

But first, what is custom analytics?

Custom Analytics

Custom analytics is the process by which your company’s data is integrated with Infogroup’s rich data assets in order to identify patterns that would otherwise go unnoticed. There are various tools and techniques that can be applied. However, the most important element starts and ends with the data. Today, most organizations have access to numerous data sources. However, more doesn’t necessarily mean better. It is important to find a data provider that offers breadth and depth of information so unique characteristics can be identified to drive the right actions while also removing extraneous information. In other words, the ability to provide data-driven insights. Instead of making educated guesses, marketers can use Infogroup’s custom analytics to make better business decisions.

What are the benefits?

  • Custom analytics allows you to get to know and understand your best customer. This way you can make sure you are targeting the right audience and acquiring customers to increase your revenue and maximize your profitability. You can learn tenure, segment, geographies, buying trends, and how they perceive you. If you need to change some things to make a better fit, you’ll have the data to do so.
  • By knowing your audience better, you can create stronger and more engaging marketing campaigns. According to Forbes, this is one of the most important parts of data analysis. By learning about your audience, you can learn what appeals to them, apply these techniques, and create appropriate promotions. This powerful information can be gathered from custom analytics.
  • Through analytics, you can determine the effectiveness of your current customer engagement programs. This can be helpful so you can tweak the areas that need help and increase your company’s value.
  • Regardless of the type of business you have, custom analytics can help. It applies to the products you offer, services performed, content delivered, and can help you improve your credit, risk management, and marketing efforts to deliver better business results.

Technology and marketing trends come and go. With analytics, you can stay on top of these trends and keep your company and your website presence relevant and current. This can increase the marketability and credibility of your business, which can increase your profits.

How can we help?

Our highly-skilled data scientists will not only take time to sift through data, but in providing actionable insights through deep analysis of that data, identifying new opportunities, providing insightful results and solutions, and thereby initiating acquisition, growth, retention, and optimization.

Our analytical team will understand your customer data, provide solutions to key questions faced by marketers, enhance your data, analyze and derive insights, create profiles, segmentation, predictive models, strategies, and any other custom solution needed.

Through the use of custom analytics, you can bring new insights into action.

Contact us today at or call us at 866.968.8611. We will take the time to explain how we’ve helped other companies, like yours, improve their business results.

About Asha Deshpande

Asha Deshpande is the senior director of database analytics at Infogroup. Asha brings more than 15 plus years of professional experience in designing and implementing analytical solutions, statistical modeling, reporting, and business intelligence by using various data assets. Asha and her team are responsible for all in-house analytical models, products and solutions, creation of new elements through analytics, and also responsible for providing analytical marketing solutions to various Infogroup clients.

Prior to joining Infogroup, Asha was a statistician at Experian Marketing Services for about four years. Asha holds a masters of business administration from Karnataka, India, and a masters of science in survey research and methodology (specialization in marketing research) from the University of Nebraska-Lincoln.