|
Products for Today's Challenges
Marketing Diagnostics: In our view, data is the basis for all decisions and a disciplined approach is the cornerstone of an effective decision process. To that end, we are strong proponents of our Marketing Diagnostic ® program, which we use to review a client’s process for building on-line and off-line marketing assumptions for front end response and back-end performance. We examine your metrics to ensure we reach actionable conclusions.
-
Modeling for Customer Acquisition: Our success has been measured by the improvement in our clients’ bottom line by separately focusing on house list improvements, by developing new outside list sources and by providing innovative modeling solutions for internet marketers.
-
Proprietary Databases and CRM Applications: Dramatic improvements in performance of the client’s database can be achieved at relatively low expense and in a short period of time. We have segmented house files, based on, among other data, prior promotion activity and our own unique “deliverability” algorithms, which segment the database into profitable, marginal and un-profitable segments. This approach has reduced mailing volume by as much as 60%, at a reduction of only 25% in revenue, but with a doubling of profitability.
-
Prospecting Strategies: Predictive modeling forms the basis of our approach to identifying profitable outside prospecting sources. Our non-traditional modeling uses purchase information provided by the list owner, as well as our client’s promotion history and available data overlays. Once a model has been developed from a mailed test, the model then projects the profitability (or other desired outcome such as response, revenue per order, etc) for each name in the outside database and the client can determine the “cut-off” based on projected profitability. As a result, mailing a list is never again an “either-or” decision, but one of “how deeply can we mail” or “at what profit level do we cut off?”
-
On-line Solutions: Internet marketers use our predictive models to convert on-line prospects by boosting their retention and loyalty rates. We develop predictive models using industry experience, and then tailor them based on the client’s own experience. The result will be improved profitability of internet-sourced business.
We live by the truism that “Numbers never lie.” The story they tell may not always be in a straight line but diligent, objective analysis of data will reveal a clear picture. Because our staff have implemented and managed QA-driven strategies, we can assist our client to install these programs while dealing with some of the organizational issues created by these changes.
Strategic Database Consulting: Long-term, strategic plans must reflect the dynamic nature of on-line and off-line marketing mixes and of sourcing new customers from inside and outside databases. Management’s ability to anticipate those changes will affect future responsiveness. Therefore, the promotion frequency to each customer source becomes significant and test plans must be included in strategic planning to ensure that replacement sources have been identified. Pinpointing trends in national demographic shifts will also identify shifts in target audience that may impact the client’s product mix.
Valuation Consultation: We can assist ownership in an equity valuation process and in develop operating plans that maximize shareholder value. We have contributed to the successful sale of several direct marketing companies.
|
