When packaging prospect audiences for direct mail targeting, standard practice is to start with a baseline of consumers who have recently responded to direct mail offers. While recency and response channel are indeed powerful predictors, Alliant needed to innovate a different approach to uncover a new stream of prospects beyond what they were getting from other providers. The solution was social.
The Alliant data scientists harvested consumers that follow health & Medicare brands on social media, including the insurance company's account and those of competitive brands. They mapped the followers to Alliant's prospect database and identified prospects that most resemble the harvested audience using a look-alike model. Lastly, they scored the audience with an optimization model to predict those most likely to respond through direct mail.