POP22 – Rowena Humby, Starcount – Two Sides

Discussing the role of digital in the future success of mail, Rowena Humby, Co-founder and CEO of Starcount, outlined the data company’s new consumer classification and how it can boost the success of a mail campaign. Titled ‘Bringing granular digital targeting to the mail channel’, Rowena’s presentation explained how the social media feeds of prospective customers can yield useful information to target customers based on their interests and behaviours.

What this means for brands is that they can access detailed maps of the UK that show which areas would be more suitable for partially addressed mail campaigns. This detailed targeting can result in an increase in incremental sales, as well as reduced churn.

Rowena is CEO of Starcount, a data & insights agency with a mission to transform customer targeting for the marketing & advertising industry.

Digital advertising currently accounts for 60% of all media spend globally – but this is all about to change. In 2023, new legislation means digital targeting is being forced to change the way it operates; presenting a huge opportunity for mail to win back media spend with advertisers. Starcount has innovated a new consumer classification that brings digital data to the mail industry – an innovative way to excite marketers to love and adopt print & mail as a channel. Starcount was recently ranked in the top 50 of the Deloitte Technology Fast Track and the Financial Times’ best upcoming consultancies.

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