Financial Magazine Expands its Qualified Universe While Improving Net Response
Combining a campaign optimization model with Alliant Consumer Audience segments improves circulation
Solution Applied
Industry
Publishing
Channel
Direct Mail
Industry:
Publishing
Channel:
Direct Mail
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.
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 performance 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.
Insight at Work
After preliminary testing, the publisher saw that with this strategy it could meet its circulation goals:
20%
Higher Net Response Performance