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Straight segments were successful, but an Alliant custom model turns up the volume
Insurance
Direct Mail
A major life insurance marketer started testing small segments from the Alliant Consumer Audiences™ database and discovered a rich source of prospects responsive to its offers. As a next step, Alliant suggested building a custom model to mine the entire file and identify larger segments to mail.
Alliant developed a model using the marketer’s mail and response files from the previous 12 months. As expected, Alliant’s rich transactional data set identified the marketing behaviors most correlated with increased response.
Modeled names are exceeding the mailer’s response goals in monthly mailings.
The solution greatly increased the quantity of records available from the ACA database, assuring access to consistent pool of fresh names for promotion.
Even with an expanded universe, promotions are still meeting the client’s lifetime value goals.
Testing and refinement of its models yielded valuable results for this insurer
Total Mailable Universe Expanded
Lifetime Value Goals Maintained
Case Study
