A.M. MAILING SERVICES, LLC ammailing.com. AccuModel SnapShot. An Introduction to Descriptive Profile Technology

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1 AccuModel SnapShot An Introduction to Descriptive Profile Technology

2 AccuData Corporation AccuData A client focused and responsive strategic partner to hundreds of direct marketing firms, printers and agencies. Offer a full suite of integrated products and marketing services developed by seasoned direct marketing professionals who understand how you do business. Whether your business has online or offline needs, AccuData can provide direct marketing technology and data solutions to drive results. Karen Eads AccuData Account Executive 2

3 SnapShot Increase Your Knowledge of AccuData s SnapShot and its Value Proposition Introduce the utility of SnapShot as a Sales Tool Compare Descriptive Profiles vs. Predictive Modeling Review the Profile Process Presenting the Results Addressing User Questions Integrating SnapShot in Your Daily Calls 3

4 AccuModel SnapShot Quickly and Easily Identify Your Target Customer Base using AccuModel SnapShot: an automated tool that statistically profiles and groups customers to identify ideal market prospects. A house file is cross-matched against the Compact (consumer)/dun and Bradstreet (business) database to create a customized market penetration analysis SnapShot strengthens market analysis with it s ability to overlay demographic information thus revealing a more detailed profile of customer attributes These insights allow businesses to prospect more effectively and efficiently In three simple steps, clients can purchase a list of prospects (in their specific trade area) that looks just like their best customers 4

5 The SnapShot Process Step One Upload client file to AccuLeads Our automated profiling process begins A profile report is generated Step Two Review the profile report Run a count report with the required geography Step Three Place profiled data order on AccuLeads Download the completed prospect file 5

6 The Benefits of SnapShot In a time where company leaders are tasked with increasing expectations, diminishing budgets, and vigorous competition, Smarter Marketing is Critical! New Prospects Beyond the Standard Selects Smarter Targeting Increased Campaign Effectiveness Reduced Costs 6

7 Is SnapShot a Predictive Model? In a word, No. SnapShot is a descriptive analysis across a static set of top consumer and business demographics/firmagraphics. With SnapShot, the resultant profile not predictive. Each demographic attribute is analyzed individually and cross-referenced to provide an accurate and detailed consumer profile. In a predictive model, a probability-to-act score is applied based on the relationships between several attributes 7

8 SnapShot Features Fully automated online system Flexible input file formats Individual consumer match level Physical and mailing business match level Market penetration defaults to client s input area Profile reports can be private-labeled Profiled prospect data available Input file is automatically suppressed from profiled prospect universe Previous order and house file suppression are available Profiled prospects can be further customized by geo and demographics 8

9 Sending Your File When sending your file to A.M. Mailing Services, LLC., Please include the following information: Fields for a Consumer SnapShot: Full Name First and Last Name Address City State Zip Code Fields for a Business SnapShot: Company Name Address City State Zip Code Phone Number (if available).csv,.txt., XLS, and.xlsx formats are supported 500 record input minimum and 100,000 record input maximum ZIP large files for more efficient uploads 9

10 Consumer Variables from Compact Gender Estimated Net Worth Age Bands- Individual Wealth Rating Marital Status Investments Family Position Credit Cards Children in Household Dwelling Type Child Ages Homeowner Occupation Home Value Interests Length of Residence Estimated Household Income 10

11 Business Variables from Dun and Bradstreet Years in Business Annual Sales Employees Biz Selects Location Type Legal Status Minority Owned Business Non-Profit Business Owner/Renter SIC Division 2-Digit SIC Code 4-Digit SIC Code SOHO Website URL Present 11

12 Reading SnapShot Reports the Penetration Index What is a Penetration Index? Why is it significant? The Penetration Index: the relationship between the percentage of customers and the percentage of the population that share the same demographic attributes Think of the Penetration Index as the prospect market potential. The higher the index, the greater the penetration in that demographic PI s above 120 are considered statistically significant A very high index may indicate an over representation in the attribute, which may correlate with a more limited prospect market potential A very low index may indicate less success in penetrating that demographic, which could be due to many variables Lower-indexed demographics may offer an opportunity for reaching new prospect markets 12

13 Profiled Data Counts Profile counts can be customized to the client s geo target Additional demographic filters (deemed necessary for specific offers) can be applied We do not recommend adding hard selects as it can eliminate viable prospects numbers Customer input files are suppressed; previous orders can be suppressed Only records whose scores are greater than or equal to the average customer score are kept these prospects are bucketed into groups Premium Prospects - the top highest scoring Preferred Prospects Select Prospects Count reports can be set for 2D or 3D matrix 13

14 Ordering Profiled Data Profiled data can be ordered within 180 days of the SnapShot being run Note that profiled data counts and orders expire with each file update and must be rerun Order cutbacks are limited to SnapShot target groups Output file layouts can be customized to output additional demographic fields as needed Additional costs would apply as dictated Profiled data orders are available for suppression against other database orders run within the same database 14

15 SnapShot and Profiled Data Pricing SnapShots are priced on a per profile basis. Suggested price: $ The cost for profiled prospect data is additional The base costs for profiled data are higher; select costs are the same as for prospect campaigns Vendor: Compact D&B Single Use, Prospect: Single Use, Profiled: Multi Use, Prospect: $30.00/M retail $60.00/M retail $60.00/M retail $50.00/M retail $85.00/M retail $80.00/M retail Multi Use, Profiled: $100.00/M retail $170.00/M retail 15

16 Discovery Questions Integrate SnapShot into your daily calls by asking the following discovery questions: Do you or your client have a file of your own customers? How many records are on the file? How old is the data? How often are the records updated/cleansed? Leads to uncovering data hygiene opportunities What fields are currently represented? How do you decide what demographics to use when you are creating a prospect list? What is your target market geographically? Have you done analytics on that data in the past? 16

17 The Keys to Success Your due diligence can guarantee a successful SnapShot experience for the client! 2 3 Input file content Ensure that the client s input file includes most up to date, best customer information Input file quality Offer hygiene services to improve the quality of the data and improve match rates Input file size Large input files should be segmented to maximize targeting 17

18 Thank You for attending our webinar on the capabilities of SnapShot Database Profiler! In conclusion: SnapShot is an excellent tool for marketers that are seeking a more intelligent approach to prospecting It serves as a proof-of-concept for larger marketing opportunities If you have any questions or would like more information, please reach out to one of our World Class Project Managers Angela Ext 645 abuss@amsolutionswi.com Amanda Ext 635 amiddleton@amsolutionswi.com Jenn Ext 631 jgunderson@amsolutionswi.com

19 Thank You For Attending! 19