Marketing Optimization

Marketing costs money. And all of the costs (lists, design, printing, postage and time, among others) must be weighed against the return on investment.

The most-used mass-marketing techniques – direct mail and e-mail – typically yield low conversions and, therefore, poor ROI. The key to marketing efficiency – and effectiveness – in targeting.

It's easy to see how mailing a catalog to your entire database is expensive and inefficient, and likely to be ineffective. But e-mail can be expensive and inefficient, too. Even though it seems "free" to send an e-mail campaign to your entire database, there can be a back-side cost: Sending an inappropriate, poorly targeted offer to people may cause them to opt out. Lost names must be replaced, and new names cost money.

Marketing Optimization uses sophisticated predictive analytics to tightly define and identify the best targets for your offers, enabling you to send the fewer catalogs and e-mails, and to send them to the people who are most likely to respond and buy. The result: lower costs and significantly improved ROI.

Looking closer, optimized, highly targeted marketing techniques…

  • Reduce direct mail costs.
  • Reduce opt-out rates.
  • Increase the efficiency of marketing campaigns.
  • Increase cross-sell to existing customers using direct or e-mail channels.

Our Marketing Optimization solutions start with a pilot campaign, and we work closely with your marketing team to…

  • Create a marketing campaign/offer
  • Identify the best method of delivery – direct mail, e-mail, phone, website/e-commerce
  • Identify a control group to measure success
  • Create the marketing offer
  • Clean and process your database
  • Create a targeted marketing model that will identify the group of individual that would be most responsive to one marketing message, utilize a personalized marketing offer for each individual, and identify new customers that behave or look like existing high-value customers
  • Apply the targeted marketing model
  • Execute the campaign
  • Measure response rate and calculate ROI and compare to control group