THE DIRTY TRUTH ABOUT YOUR MAILING LISTS. THE FUNDAMENTALS OF FILTERED LISTS and 3 DIMENSIONAL MODELING

Transcription

1 THE DIRTY TRUTH ABOUT YOUR MAILING LISTS THE FUNDAMENTALS OF FILTERED LISTS and 3 DIMENSIONAL MODELING

2 Meet The Presenters Wyatt Grantham, Cofounder Tim Foley, Client Relations Wyatt cofounded Analyze Corporation back in 2013 and is the product lead for Clientell. You can read his published thesis, Why Men Wear Women's Jeans: The Trendsetters and Early Adopters in the Diffusion of Corporate Punishment Reforms. Tim has been working with Analyze Corporation since the launch of Clientell. Holding relationships with varying businesses has launched Tim into the data industry, thus making him a well polished data vet.

3 POWERED BY WHO IS ANALYZE? Founded in February 2013 Data science and analytics company Expertise in data science, cybersecurity, marketing analysis, and microtargeting Previous clients include Google, Verisign, Qualcomm, and Angie s List WHAT IS CLIENTELL? Marketing analytics platform providing traditional marketing lists and advanced modeling Analyze your customers and learn about them Find more customers like the ones you already have

4 Agenda Where does consumer and business marketing data originate? How are filters used in database marketing? Introduction of 3 dimensional modeling to database marketing The pros and cons of filters vs. 3 dimensional modeling Who should use filters and who should use 3 dimensional modeling? Questions?

5 Where Does Consumer and Business Marketing Data Originate?

6 Primary data compilers 1. Experian (Business & Consumer) 2. Acxiom (Business & Consumer) 3. Dunn & Bradstreet (Business) 4. InfoGroup (Business & Consumer) Public records Public Information and Internet Proprietary information

7 Proprietary Data Consumers Credit applications and purchase history Accounts receivable reports from landlords, financial institutions, and private lenders Permission-based direct response surveys Retail loyalty cards, customer lists, and point of sale information Businesses Business credit obligations Third party verified information Government mandated DUNS number applications & verification

8 Public Consumer Information Data.gov, the Department of Housing and Urban Development American Housing Survey (AHS) Federal Housing Finance Agencies: Fannie Mae & Freddie Mac Property Assessments from Counties and Cities

9 the Department of Housing and Urban Development source: data.gov

10 source: data.gov American Housing Survey

11 Federal Housing Finance Agencies

12 source: Fairfax County property assessments Property Assessments

13 Public Business Information Legal filings and registrations across local, county, and state courts Census Bureau Business Surveys and the economic census (census.gov/econ) SEC filings Public Information and Internet Publicly traded companies

14 The Economic Census

15 Legal filings across US local, county, and state courts

16 source: Verisign SEC filings SEC Filings

17 Public Information and Internet source: Google s management webpage

18 Publicly Traded Companies source: CNN Money

19 How Are Filters Used in Database Marketing?

20 Filters sort marketing lists in order to target potential buyers Often used in saturation marketing messaging that relates to an anticipated or estimated audience General filters sort by geographic area and demographics Yes No Over the age of 65 Male

21 Consumer Filters Age Income Homeowner Status Property Value Marital Status Gender State Counties Zip/Area Codes Area Radius Home Owner Home Value Length of Residence Personal Interests source: Experian

22 Business Filters Type of business Number of employees Sales volume Years in business SIC code Company website Counties State Zip/Area Code Credit score source: Experian

23 Introduction of 3 Dimensional Modeling to Database Marketing

24 3 dimensional modeling (i.e. complex modeling): deriving more useful indicators from a database by combining multiple models We use propensity, capacity & lifetime value

25 e.g. Capacity Capacity is weighted in three parts 1. Income (40%) 2. Net Worth (40%) Sociometric Indicators (20%) Bypass logic is created for known exceptions e.g. Some wealthy persons do not have income. Weighting for income is removed, and a new algorithm with new weighting is be created for exceptions

26 Outcome? filters + 3 dimensional modeling = Better Marketing

27 The Pros and Cons of Using Filters vs. 3 Dimensional Modeling

28 Pros Filters 3 Dimensional Modeling Well-suited for saturation marketing Technology is readily accessible Marketing list norm for years Repeatable marketing technique Well-suited for targeted, niche marketing applications Leverages all accessible, more relevant information Increases addressable market Shortens time required to build a good marketing list Infuse latest mathematical and technology techniques into marketing

29 Cons Filters 3 Dimensional Modeling Technology limitations to the number of filters available Guessing game difficult to refine target market Difficult to measure the cause of campaign responses Requires baseline of data to develop model Learning curve for new users New method presented with cultural resistance (early adopter phase)

30 Who Should Use Filters and Who Should Use 3 Dimensional Modeling?

31 Filters Filters are perfect for companies 1. pursuing saturation marketing 2. that are less worried about cost 3. whose products have a broad and general audience - cell phones

32 3 Dimensional Modeling 3 dimensional modeling is perfect for companies 1. of any size looking to target niche markets 2. interested in a more comprehensive method for marketing

33 Questions?

34 Thank You for attending! please or if you would like more information

35 Sources index.aspx