Accenture helps Canada Post build online direct mail tool
OTTAWA -– Businesses across Canada now are able to better reach specific audiences with the right marketing messages by using a tool developed by Canada Post and Accenture. Precision Targeter enables marketers and businesses to design individualized marketing campaigns using census information at the neighborhood level. It combines Canada Post’s complete address database with Canadian census data to provide detailed information, including household income, education, age and marital status.
Accenture, working closely with Innovapost and Canada Post’s online teams, developed the application, leveraging innovative and creative systems integration, geo-mapping and project management expertise. Precision Targeter is a free, online tool.
“This project is among the more complex and rich business solutions we have developed in the nearly 20 years we have been working with Canada Post. We are proud to contribute to the successful development of such an important marketing tool,” said Joel Marchildon, Accenture senior executive who lead the project.
Accenture was awarded a nine-month contract to lead the creation of Precision Targeter. In the two months since the tool was made available, more than 27,000 targeting analyses have been conducted, and customers have sent more than 4.5 million pieces of direct marketing mail.
“Getting a greater return on marketing dollars is of the utmost importance to small- and medium-sized businesses. With Accenture’s help, we are able to put the customer in control,” said Mike Badour, Canada Post’s general manager, Commercial Mail.
Accenture's work for Canada Post Corp., providing business consulting and systems integration services, has helped the organization improve mail operations, open an online eChannel and streamline customer service, human resources, finance and procurement.