Questions? Feedback? powered by Olark live chat softwareFinancial Magazine Expands its Qualified Universe While Improving Net Response

Solution Applied

Industry

Publishing

Channel

Direct Mail

Industry:

Publishing

Channel:

Direct Mail

The Challenge

A national financial news publisher was using an Alliant net response model to optimize its mail campaigns.  The model was highly effective, however the marketer was concerned that it would not yield enough qualified names to meet its acquisition goals.

The Solution

Alliant recommended mining qualified names from the Alliant Consumer Audiences (ACA) database.  A performance model was developed to allow the client to identify segments with similar characteristics to the names being qualified by the full Alliant net response model.

  • The net response performance of the ACA segments was nearly 20% above the average of other lists in the campaign.

  • The large available universe of Alliant’s qualified selections allowed the publisher to continue using ACA at scale.

  • The publisher was able to confidently expand its selects from other lists, knowing that the optimization model would select only qualified names, with the ACA file available to fill in any gaps.

Solution Applied

Contact Us

P: 845-617-5510

Insight at Work

After preliminary testing, the publisher saw that with this strategy it could meet its circulation goals:

20%

Higher Net Response Performance