Platform
Dataline
Use Case
Large Investment Mailer
Challenges
A Financial mailer had experienced marginal results taking narrow demographic segments from compiled data providers and vertical lists. We had discussed the advantages of the DATALINE Database as a stand-alone file because of the many differences in the structure of our database – mainly its transactional composition and freshness. In addition, we discussed the advantages of data modeling.
Strategy
DATALINE received data from the client which included their transactional history for the past 48 months. We discussed building a Profile model to start as they did not want to send previous mailing campaign files or responders. We built a profile model and presented our findings to the client and recommended that they mail Decile 1, Percentile 1 and 2 as the testing strategy.
Results
All of Decile 1 looked strong in the gains chart-96% predictability rate of reaching their target. Due to the large volume available in this model, the client mailed Decile 1, Percentile 1 and Decile 1, Percentile 2. They tested 50,000 records of each Percentile. The results for both segments indexed significantly higher than the average ROI.
