The Concordius approach focuses on combining profile-based and event-based information, taken from external data sources, to form the basis of customer segmentation.
Through this method, customers can be contacted based on their profile, but also on "things that have happened to them" or "events that are due to happen to them".
Concordius claims that this opens up a new capability in managing ongoing customer relationships and automating customer services operations.
Tim Butterworth, chief executive officer of Concordius, said: "After a number of years working with leading e-commerce and high street brands, we felt that the existing tools in the market were not delivering true returns -- either solutions were too simplistic or they were so complicated that they never got delivered. Some middle ground was needed, and we believe that we have found that middle ground with the Concordius toolset."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .