Channel

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.

Solution

Alliant recommended mining qualified names from the its database of audiences. 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.

Results

The net response of the Alliant segments was nearly 20% above the average of other lists in the campaign, and the large available universe of Alliant's qualified selections allowed the publisher to continue using Alliant's audiences 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 file of Alliant audiences available to fill in any gaps.

INDUSTRY

Subscription

CHANNEL

Direct Mail

Insight at Work

20%

Higher Net Response Performance

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