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NAPA Auto Parts selects cross-channel communications analytics platform

Tuesday, June 13, 2017 - 07:00
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NAPA Auto Parts has chosen Yes Lifecycle Marketing's cross-channel marketing communication and analytics platform, Yesmail360i, consumer data, strategic agency services, and its deliverability and competitive intelligence solutions. These fully-aligned technologies and services will enable NAPA to optimize their insights-driven marketing communications to drive results and revenue.

Yesmail360i will improve NAPA's ability to collect and integrate data from a variety of sources, which will provide NAPA with new opportunities to refine audiences, define segments, and increase personalization with real-time, train-of-thought analysis, the company said.

NAPA, serving more than 6,000 stores and Auto Care Centers, said it selected Yes Lifecycle Marketing because it brings together technology, data, actionable analytics, and campaign planning and execution into a single intuitive platform that will greatly facilitate customer communications, with an emphasis on their loyalty program. For NAPA, the goal is to drive engagement and loyalty among auto service professionals, do-it-yourselfers, and everyday drivers who live within five to 10 miles of one of its stores.

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"We're very excited to be working with Yes Lifecycle Marketing because of their dynamic technology and services which will help us turn data into insights to drive new marketing programs," said Gaylord Spencer, Senior Vice President of Marketing at NAPA. "Their strategy team has already started to analyze our customer data and assess where there are opportunities to enhance data capture. They'll also work on identifying our best customers to inform our segmentation and geo-targeting strategies. With the addition of deliverability and competitive intelligence, we really see our business growing in new ways."  

"NAPA is fully embracing a marketing approach that injects data-driven insights at any touch point across the customer journey," said Michael Fisher, president of Yes Lifecycle Marketing. "We look forward to collaborating with NAPA to create a vision, identify opportunities, and building a strategic roadmap that sets the path to greater success."

Key reasons NAPA selected Yes Lifecycle Marketing include:

  • One centralized environment to collect and then access all of their data 
  • Actionable analytics that makes it easy to explore the composition of your customer base and identify the audience components you want to test and convert by creating a visual representation of any customer data point available in your database 
  • A comprehensive view of the customer provided by a framework that integrates outbound message and response data from multiple channels along with demographic, location, behavioral, attitudinal, and interest data 
  • Campaign planning from a single screen in real-time that features a cross-channel map of the customer journey and the ability to select different creative work for each path 

"We are excited to see clients like NAPA selecting Yes Lifecycle Marketing to deliver innovative technology and capabilities that facilitate the evolution of the customer experience across channels," said Mike Iaccarino, CEO and Chairman of Infogroup, parent company of Yes Lifecycle Marketing.

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