Michael Hemphill, Owner and CEO Data is the new creative.
The marketing world, as we know it, has changed dramatically. It has migrated from art rooms full of graphic artists creating fancy designs to data centers full of database artists creating unique, actionable marketing data. There are as many unique data sources for database artists today as colors for the graphic artists to choose from. Now, think about the potential of metadata, which is "data that provides information about other data."
That's where Mhetadata comes in.
"We are database artists that bring out details about your data that can create actionable new ways to increase your response rates, lower your costs and get to know your clients on a deeper level," says Michael Hemphill, the President and CEO of Mhetadata. "Think of it as personalization 3.0, an increasingly extreme way of personalizing your marketing by leveraging metadata about your clients and prospects that you didn't have before."
Mhetadata doesn't stop at the data; the company's teams create unique custom automation and data flows that eliminate the expense and time delays that often plague marketing. With its proprietary methods and technologies, the company can drive the clients' data with 'straight-to-press flows' to keep personalized marketing moving and the responses coming in hands-free.
Carving a Unique Niche in the Personalization Space
As an established database artist, Hemphill has been in the spheres of personalized direct mail and triggered email marketing for over 30 years. He has not only installed equipment and trained thousands of daily mail clients but has also built and successfully sold his own automated print/mail plants. Hemphill is also well known as an early innovator of the postal service intelligent mail barcodes and tracking.
From its initial days in 2015, Mhetadata has released many proprietary tools and data sets for assisting different personalization projects. In 2019, the company released its variable-image line of services to append pictures of homes, satellite pictures, and variable maps for personalized marketing projects and built its newest US Mail tracking system in 2020. The latter, which is integrated with USPS Informed Delivery (TM USPS), helps Mhetadata's clients track every piece of mail they send, the location of each piece in real-time, and the day the mail would be delivered. Mhetadata can then trigger any personalized campaign events, such as emailing customers about the piece in their inbox the same day the mail getsdelivered.
"Personalized marketing is a sport to us," says Hemphill. Mhetadata can process a million personalized pieces of mail where no single piece looks like another - each piece is driven to appeal to the unique recipient and data trigger.Once the clients find out more about their customers, Mhetadata can drive an endless amount of variable content. It might be variable maps, pictures of clients' homes, satellite images, shopping habits, family structure, home mortgage details, occupational types, and more.But it's not just about the data; it's about using it to engage customers and prospects on an emotional level, automating it and achieving results.
True Database Artistry
Today, clients with large customer databases, loyalty clubs, or large prospect universes come on board for Mhetadata's marketing automation and stay because of the actionable information they get. The clients are typically normal database marketing companies that need regular personalized direct mail, email, and SMS messages automated into flows. Unfortunately, many of these companies are still working in a one-dimension database world. Even though data providers offer upgrades to databases, these clients are already burdened with the inability to use the existing databases properly. The data gets old and stale when not integrated or made actionable.
We are database artists that bring out details about your data that can create actionable new ways to increase your response rates, lower your costs and get to know your clients on a deeper level
Mhetadata helps clients leverage new actionable data while automating their marketing in more traditional ways. "We are known primarily for our direct-to-press automation of very personalized mailers. Once we get to know the client, we can make easy suggestions based on the tools we have available and the innovations we are able to create," mentions Hemphill. An example would be integrating drive-time and drive-distance measurements to a retailer's database so that Mhetadata can automate decisions on how much to offer customers to come back, based on the new knowledge of how long it will take them. While the company operationalizes this, they show customers variable drive-time maps to their retail location. Everything grows like this, and soon customers start leveraging other Mhetadata tools of the trade that just appeared as easy upgrades to a current process.
Another example is creative list acquisition for hot-prospect marketing. An end client may be looking for something simple like prospects similar to their current customers. Mhetadata builds custom profiled prospect lists all the time.
While working with clients, the company can help them get into hotter leads by showing them who comes to their website each day, buys their products from someone else, or visits their competitors' physical locations.
It's all About Triggers and Actions
Mhetadata works in ecosystems of related companies and gets continuous referrals from those relations. A client's success usually brings them positive energy and a lot of referrals. "We get more referrals than calls from our website, and typically all of this starts by getting to know the client with one-on-one conversations," mentions Hemphill.
Our job is to automate the project we are working on, create that success and get it vibrantly running on cruise control
Internally and with clients, Mhetadata discusses 'Triggers and Actions.' In many ways, the company is normally hired for creating and capturing triggers and then creating automated actions.
A trigger may be when Mhetadata captures a new customer visit, and the corresponding action would be a personalized bounce-back postcard sent to the printing press that goes to the client the same day. This is followed by an email that goes out in an hour and another one that will happen the day the mailman puts the postcard in their mailbox. In three days, a personalized letter follows from the clients' staff with something special and even a shipping label for clients to send their great customer a gift box. "Our job is to automate the project we are working on, create that success and get it vibrantly running on cruise control. Then we move to your next project. We're here to help you 'automate all the things,'" informs Hemphill.
Customer-centricity at its Finest
"Life is too short to spend it with bad people. So, we look for great people with fun projects. You might be surprised what fun, simple nerdy stuff we love to automate that creates success for our clients," states Hemphill. "If we don't think we can create success for you, we'll tell you!"
With a vision to assist clients every step of the way, Mhetadata is excited to collaborate with more for the future. Some of its clients are opening new locations across the country, and as a result, a ton of marketing and growth is happening with Mhetadata's fingerprints on it. The company is considering venturing out in blockchain and Web 3.0 to build futuristic solutions for its clients. "We're always looking for great people with new projects. Our future is as bright as we make it," concludes Hemphill.