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Solution Applied




Direct Mail




Direct Mail

The Challenge

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.

Our 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.

  • 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.

Insight at Work

Testing and refinement of its models yielded valuable results for this insurer

Total Mailable Universe Expanded

Lifetime Value Goals Maintained