How does Xiam differ from traditional marketing approaches?
Xiam differentiates itself from traditional marketing initiatives by focusing on the individual, building a highly detailed profile to ensure every opportunity to sell to the subscriber is maximised. Xiam has been developed to look at subscribers as individuals and automatically match them with individual promotions, content and services rather than segment the subscriber base into groups of similar people. The benefit of this one-to-one approach is a significantly higher degree of certainty that the relevance of the offer being made to the individual is as high as possible. This differs from a data mining/ segmentation approach where everyone who has a greater than 70% fit to certain criteria is placed within that segment and made the same offer. Xiam can better focus on this level of individualized content marketing, obviating the need for costly and time consuming intervention. CRM systems and customer insight teams are then free to concentrate on broader business goals such as cust
