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Combining a campaign optimization model with Alliant Consumer Audience segments improves circulation
Publishing
Direct Mail
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.
Alliant recommended mining qualified names from the Alliant Consumer Audiences (ACA) database. 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.
The net response performance of the ACA segments was nearly 20% above the average of other lists in the campaign.
The large available universe of Alliant’s qualified selections allowed the publisher to continue using ACA 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 ACA file available to fill in any gaps.
After preliminary testing, the publisher saw that with this strategy it could meet its circulation goals:
Higher Net Response Performance
Case Study
