Channel

A major religious publisher, which relied on a gift subscription program with five efforts per year, was seeing response rates decline. The company was scoring early efforts to determine which customers were likely to give a gift subscription. They wanted to boost profit by eliminating the names least likely to respond from its fifth and final mail effort.

Solution

Alliant examined the behaviors of the publisher's subscribers, donors and non-responders and tested scoring in multiple ways. Alliant's wealth of micropayment data variables provided strong behavioral predictors, powering a model that allowed the client to suppress unprofitable names and mine new names that would have been unavailable using traditional selection methods.

Results

Alliant’s model improved three in-house models, saving cycle time, direct and indirect costs, and coordination efforts.

 

By suppressing the four lowest-scoring segments, the restructured model validation netted 24% in profit gains for the test.

 

The model predicted 17% gains in pay rates by dropping the bottom four groups.

INDUSTRY

Subscription

CHANNEL

Direct Mail

Insight at Work

Contact Us

Interested in working together?

Get in Touch

Acquire. Enrich. Optimize.

People-based marketing powered by billions of consumer data points

Solutions