Challenge
Consumers' media consumption habits have evolved and so has the way brands communicate with consumers. Such was the case with a leading financial institution, which launched a brand awareness campaign in March 2021.
Shifting viewing patterns created an opportunity for a new targeting approach and the brand focused their audience strategy in Addressable Linear TV. The campaign objective was to drive consideration in established markets and increase awareness in growth markets.
Solution
Alliant collaborated closely with American Home Protect to build a custom optimization model based on their direct mail response data combined with our predictive modeling capabilities. The process began with our Data Science team reviewing a years’ worth of American Home Protect direct mail response and conversion data. A custom solution was then built to accurately identify the best prospects, while also suppressing those least likely to respond.
Results
Through Alliant direct mail optimization, American Home Protect was able to elevate their direct mail marketing efforts and generate substantial cost savings. A strategic three-phased mailing approach was rolled out and optimized regularly for optimal results.
Through Alliant direct mail optimization, American Home Protect was able to elevate their direct mail marketing efforts and generate substantial cost savings. A strategic three-phased mailing approach was rolled out and optimized regularly for optimal results.
