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ResponDex Marketing, Inc. All Rights Reserved 2002
AgendaAgenda
Campaign tracking and analysis Database marketing
ResponDex Marketing, Inc. All Rights Reserved 2002
Campaign Tracking & AnalysisCampaign Tracking & Analysis
ResponDex provides marketing campaign analysis tools designed to help improve performance by answering important questions such as:
•Which strategies are performing best?(creative, offer, package)
•What tactics are the most effective? (DM, DRTV, Print, etc.)
•How do different segments respond? (basic only, premium, etc.)
ResponDex Marketing, Inc. All Rights Reserved 2002
How It WorksHow It Works
ResponDex systems interface with multiple data sources such as the toll-free network, internal billing systems, solicitation files and third-party demographic data sources to record campaign activity, analyze performance and report results.
ResponDex Marketing, Inc. All Rights Reserved 2002
The ResponDex SystemThe ResponDex System
ResponDex Marketing, Inc. All Rights Reserved 2002
What to MeasureWhat to Measure
RESPONSE
SALES
INSTALLS
CUSTOMERS
Response represents the total potential for customers from a campaign. More responders equal more customers. Each area should be measured and managed.
ResponDex Marketing, Inc. All Rights Reserved 2002
Campaign Tracking & AnalysisCampaign Tracking & Analysis
ResponDex provides performance results of both direct and mass marketing tactics.
Provides demographic and geographic profiles. Monitors operational call center statistics
associated with marketing campaigns. Facilitates faster learning through simultaneous
testing. Delivers timely results updated daily.
Benefits
ResponDex Marketing, Inc. All Rights Reserved 2002
How to Incorporate How to Incorporate ResponDex with your ResponDex with your Database Marketing Database Marketing
ResponDex Marketing, Inc. All Rights Reserved 2002
Information Campaign Performance Data Subscriber/Non-Subscriber Data
The desire to improve
Database MarketingDatabase MarketingPre-requisites
ResponDex Marketing, Inc. All Rights Reserved 2002
To improve the return on marketing investments by leveraging information in order to understand and manage the key performance drivers.
Database MarketingDatabase MarketingGoal
ResponDex Marketing, Inc. All Rights Reserved 2002
Database MarketingDatabase Marketing
Price Package High Income Target Group Creative Message Retired Techno-Phobe Paper Color
Impact
High
Low
Key Performance Drivers - Examples
ResponDex Marketing, Inc. All Rights Reserved 2002
Campaign Design Targeting Profiling
Database MarketingDatabase MarketingTools & Techniques
ResponDex Marketing, Inc. All Rights Reserved 2002
Campaign DesignCampaign Design
To measure the impact and effectiveness of offers, creative design and message, tactics, targets, etc.
Obtain reliable results that are statistically significant and actionable.
Facilitate creative thinking by employing test & learn processes.
Champion vs. Challenger
Goals
ResponDex Marketing, Inc. All Rights Reserved 2002
Campaign DesignCampaign Design
C o ntro l1 0 ,0 00
F ree In sta ll1 80 ,000
H ig h R e sp .
C o ntro l1 5 ,0 00
F ree In sta ll4 25 ,000
N o -S ub
In s ta n t In sta ll1 5 ,0 00
C o ntro l1 5 ,0 00
F re e M o n th1 5 ,0 00
M D U
C o ntro l1 5 ,0 00
F ree In sta ll1 5 ,0 00
N e ve rs
A cq u is it ion
C o ntro l1 5 ,0 00
F ree Up g ra de3 95 ,000
B a sic O n ly
C o ntro l1 5 ,0 00
P lu s P kg2 00 ,000
1 & 2 P a ys
U pg rade
F a ll 20 01
Example
ResponDex Marketing, Inc. All Rights Reserved 2002
Treatment Group
100% 100%
GrossSales Rate
Business AsUsual Activity
Control Group
Campaign DesignCampaign Design
ActualSales Rate
Role of Control Groups
ResponDex Marketing, Inc. All Rights Reserved 2002
Campaign DesignCampaign Design
ResponDex analyzes and reports results for the overall campaign and corresponding treatment groups. Each group represents a specific combination of creative, offer, tactic, target group, etc.
F a ll '9 9 C am p a ig n
C on tro l
F ree In s ta ll
N evers
C on tro l
F ree In s ta ll F ree M on th
M D U
C on tro l
F ree In s ta ll
S in g le F am ily
N on -S u b s
With ResponDex
ResponDex Marketing, Inc. All Rights Reserved 2002
TargetingTargeting
Improve a campaign’s overall performance by identifying groups of prospects best suited to receive treatment.
Goal
ResponDex Marketing, Inc. All Rights Reserved 2002
TargetingTargeting
Rules based targeting is the process of categorizing customers and prospects based on industry rules and classifications.
Rules Based
ResponDex Marketing, Inc. All Rights Reserved 2002
TargetingTargeting
Digital
Past Due
Homes passed grouped by business rules
PremiumSubs
Non-Subs
Analog
BulkAddressable
Nevers
MDU
Rules Based
ResponDex Marketing, Inc. All Rights Reserved 2002
TargetingTargeting
Predictive models involve the use of statistical techniques to identify key performance drivers and prioritize prospects by these drivers to improve performance.
Predictive Modeling
ResponDex Marketing, Inc. All Rights Reserved 2002
TargetingTargeting
Score100
0
50
100 James Frank, 700 Penman Road…99.8 Henry Smith, 1870 Kings Court…98.9 Ann Jones, 1115 Hamlet Court….................3.2 Adam Coker, 402 Atlantic Blvd…1.9 Lawrence Bruce, 102 Tree Split Lane...0.6 M. Voboril, 0 Loser Lane...
HighScore > 50
LowScore < 50
Predictive Modeling - Example Scoring
456789
12
0
3
Deciles
ResponDex Marketing, Inc. All Rights Reserved 2002
TargetingTargeting
Universe of Potential Prospects - 25%
Res
pons
e
High
Low
Low HighValue
Target 25% of prospects and get 70% of responders*
* For illustrative purposes only
Predictive Modeling - Multiple Models
ResponDex Marketing, Inc. All Rights Reserved 2002
TargetingTargeting
ResponDex provides direct response attributes, which are ideal for the development, enhancement and validation of targeting models. These models can result in improved returns for future marketing campaigns.
Targeting Models
With ResponDex
ResponDex Marketing, Inc. All Rights Reserved 2002
TargetingTargeting
Provides better understanding of key performance drivers.
Substantial performance improvements can be obtained through targeting.
Modeling can identify target groups that are not easily defined.
Rules based targeting allows individual strategies to be developed for defined groups. (i.e. nevers, MDU)
Benefits
ResponDex Marketing, Inc. All Rights Reserved 2002
ProfilingProfilingIncome
38.5
53.4
Solicited Responders
Provides the ability to develop an understanding of the key characteristics of customer groups. These characteristics can be used to improve marketing strategies.
Home Value
120
85
Solicited Responders
Goals
ResponDex Marketing, Inc. All Rights Reserved 2002
Profiling CustomersProfiling Customers
ResponDex creates demographic and geographic profiles of treatment groups. These profiles can be used to compare groups and identify their key characteristics.
Income
38.5
53.4
Solicited Responders
Income
38.5
53.4
Solicited Responders
With ResponDex
ResponDex Marketing, Inc. All Rights Reserved 2002
In SummaryIn Summary
ResponDex supplies the systems, tools, information and expertise needed to support Marketing in its efforts to improve results.
These services will provide the insight to effectively manage and increase the return on marketing investment.