For client Lexus, Integrity partnered with Encompass to build an application to capture and quantify consumer interest and behavior. Despite a targeted consumer database, Lexus had no way of tracking the effectiveness of hundreds of thousands of direct mail pieces. To counter this, Integrity developed an online data-gathering application to operate in tandem, rigorously tested for usability and adherence to the established brand. As recipients followed the path from personalized direct mail to registration website to local dealership, Lexus could finally measure consumer response.

The integration of consumer database, direct mail, and online feedback loop provided Lexus invaluable insight and begat a template for future successful campaigns.