Challenge
A leading home goods marketer was experiencing fatigue in programs that used traditional list coops to target audiences with its highly promotional offers. Seeking improved results, the marketer challenged Alliant to identify a fresh pool of responsive names.
Solution
Alliant developed a model to mine the purchase history and marketing performance of prospects within its database of audiences, and identify those consumers that mirror the affinity and income profiles of the marketer's best customers. The client tested the top 20% of the names identified.
Results
Goals for response continue to be exceeded after 12 months in roll-out.
The scale and sourcing of the Alliant file allows the client to target names not available through other coops.
Success prompted development of new models targeting new product interests and behavioral profiles, with four currently in roll-out.
