Insurance Marketer Expands its Universe with Smart Audience Selection
Straight segments were successful, but an Alliant custom model turns up the volume
Solution Applied
Industry
Insurance
Channel
Direct Mail
Industry:
Insurance
Channel:
Direct Mail
Challenge
A major life insurance marketer started testing small segments from Alliant’s database of audiences 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.
Solution
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.
Results
Modeled names are exceeding the mailer’s response goals in monthly mailings.
The solution greatly increased the quantity of records available from the Alliant 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.
Insight at Work
Testing and refinement of its models yielded valuable results for this insurer
Total Mailable Universe Expanded
Lifetime Value Goals Maintained