Objectives

Marketing Campaign Optimization enables you to optimize your marketing offers and communication channels to individual prospects in order to maximize their expected long-term profitability.

Results from this service will enable you to know which media and what messaging will produce the best results. The following screen shot illustrates the results from this type of analysis.

Analysis and Customer Data

The following historical customer data and analyses are used to build more effective acquisition programs:

• Historical data detailing responses to past offers and buying patterns (discounts, messages, media type, purchase frequency and recency, etc.) is used to learn what works and for whom.
• Predictive analytics is applied to the data to determine the predictor(s) (based on scores) and what marketing action will produce the desired result for that individual customer or prospect.
• Models can be used to rank a company’s customer/prospect database to schedule marketing programs (for example, customers ranked highest based on recency would be contacted first).
• Additional data regarding customer demographics, psychographics, and geography (e.g., distance and drive times) can be used to add value to models.
• The type of media (print, direct mail, telemarketing, web, etc.) and actual newspaper, zip codes, TV show, etc. selected can be optimized using these predictive tools.
• Predictors can be used to discriminate between those that would have bought anyways from those (undecided) that needed a promotion to encourage purchase.

Benefits

The benefits that can be realized from utilizing this solution:

• Improve new customer acquisition rates by optimizing media selection and marketing offers.
• Increase profitability and efficiency by focusing on those prospects most likely to buy versus simply those likely to respond.