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Michael Moon (MM) conducts masterclass interview with Trae Clevenger (TC), VP, Analytics, a master practitioner of multichannel analytics at Targetbase, a customer engagement agency.

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Professional background

MM: We’re here with Trae Clevenger of Targetbase. Trae, would describe your current position and a few career highlights?

TC: Sure. I’m currently VP of Analytics at Targetbase, traditionally a direct-marketing agency.

At Targetbase I focus on innovation, helping to drive innovation across clients, particularly in the areas of analytics and digital marketing. As an integrated marketing agency, we focus on outcomes; most of our approaches and innovation impact technology and creative, or content.

My career spans multiple industries, many in Fortune 500 companies, in the areas of strategy, analytics and solution delivery, emphasizing statistical analysis and modeling, predictive analytics, segmentation, optimization, web analytics, relationship marketing, engagement analytics and behavioral targeting.

About Targetbase

MM: Would you describe Targetbase, its typical clients, and solutions?

TC: Sure. Founded in 1979 as a spinoff of MARC Research, today Targetbase has a long-standing market research and consumer research heritage.

Our analytics foundation remains at the core of everything we do down through the years.

Our business model—if you think of a hub-and-spoke—put analytics and insight at our core as the hub with strategic outputs and outcomes as spokes, producing technology, creative, and strategy that we believe delivers superior consumer insight

Our clients span the global and cross many industries, including Travel, Finance, Insurance, Pharma, Healthcare, Automotive, Utilities, Packaged Goods, and Retail.

The length of our client relationships represents one of the unique more things about Targetbase. Most of our clients view as a trusted, strategic partner (as opposed to a vendor or agency). Our clients value their relationship and tend to maintain it over the long term.

Concerning solutions, we pride ourselves on integration. We provide strategy, analytics, technology, and creative. However, the real differentiator is how all of those pieces come together to provide superior solutions for our clients.

For example, technology and analytics combine to produce more actionable business intelligence. Creative and technology combine to produce dynamic, customized content delivery. Analytics and Creative combine to produce communication planning and more targeted, impactful content.

We often use the phrase “Database. Digital. Direct.” So much of what we’re doing these days is increasingly in the digital space and the online world, using that term broadly, to incorporate not just web but mobile and every other touch point really that’s available out there. Very much a 360-degree view of the consumer is our philosophy.

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