EHSRealtime (DM Agency)

The merger of direct marketing agency Evans Hunt Scott and digital media consultancy Real Time has created a totally new style of one-to-one marketing and communications agency, EHSrealtime. The new agency helps their clients deliver customer focused communications in a totally integrated way, which it has described as 'New Marketing'.

The merger puts new media expertise into the marketing mainstream by combining Real Time's pioneering experience in online marketing with EHS's proven expertise in relationship marketing. EHSrealtime continues to focus on holistic planning, incorporating account, data and media planning.

It provides a full service offering - from brand responsive TV, press and posters, through direct mail and direct response advertising, to digital CRM strategies. Their clients include Tesco, Tesco.com, diesel.com, BMW, Microsoft, British Gas and Andersen Consulting.

The data rich digital environment is enhancing the value of transforming raw numbers into actionable business knowledge. As the key department responsible for delivering this knowledge to clients, the ehsrealtime data planning team must be able to answer fundamental questions for clients, such as:

	Who and where are the best customers and prospects?
	What do they look like?
	Which postcodes offer the best potential for customers/prospects?
	How can the customer base be segmented to improve communications?
	How far are my customers travelling to get to my store?
	How can customer data help optimise media planning?

InSite is used by ehsrealtime on a daily basis, to help provide the answers to those questions. Common uses for InSite at ehsrealtime include:

	Customer density and potential mapping
	Analysis and mapping of average customer value
	Postal sector rankings based on customer counts, counts of responders, response rates and average response value, nationally or for any catchment
	Generating drivetime catchments
	Ranking catchments by ACORN or by customer counts, response rates, average value of customers
	Geographic selection of records from a customer file
	Generating list counts for selected geographies

Julie Speirs, ehsrealtime's Data Planner, comments:

"InSite has become an essential tool within the data planning team. As the merger has taken us into the digital arena, we are finding that issues of geography and customer identity are as vital as ever. The applications are as relevant to us now, as when we first made the investment two years ago, if not more so."