Has data mining come out of the dark recesses of IT and into the mainstream of marketing accepted practices? Today, Jingwei International Limited (“Jingwei”) was approved for listing on the NASDAQ. Jingwei International Limited is a leading provider of data mining, Interactive Marketing and Software Services in the fast growing Chinese market. Powered by advanced data mining technology and a proprietary database of over 400 million Chinese buyers, Jingwei enables leading Chinese companies as well as international brands to reach their target audiences with specific relevant messages. Jingwei is now marketing services similar to those being used by the NBA, Walmart, McDonalds and American Express to better target new customers and create brand loyalty with existing clients.

ParkerWhite has been pushing the use of data mining with all of our clients since 2005. While the promise of data mining relies heavily on the amount and collection of the data, the results have been extremely successful with those who were early adopters.

Current marketing practices, at best, employ the techniques of description, interpretation, evaluation, and prediction to produce marketing campaigns. Traditional and online agencies are being complacent and failures are blamed loosely on poor creativity, botched visions, and market dynamics. Successful campaigns are due to bold visions that come to imaginative realization.  But, in looking at other sectors of the business world, the tools and techniques needed to bring effective and efficient segmentation and accountability for success or failure, are now available to the advertising / marketing industry for B2B as well as consumer accounts.

Utilizing the tools and techniques that can be found in data mining technologies and integrating them into advertising / marketing practices will result in significant increases in revenue, satisfaction, retainment, and attainment, unquestionably due to the campaigns.

If you want to better understand the technology presently being used by some of the largest brands in the B2B and consumer marketing segments, then follow this link to download my e-book “The Fifth Quadrant: Using Data Mining technologies and tools to bring efficiency, effectiveness, and accountability to current marketing practices.”