Transcript MainTrax Direct Response Tracking for the Serious Marketer

Agenda
 Campaign
tracking and analysis
 Database marketing
ResponDex Marketing, Inc. All Rights Reserved 2002
Campaign Tracking & Analysis
 ResponDex
provides marketing campaign analysis
tools designed to help improve performance by
answering important questions such as:
•Which strategies are performing best?
(creative, offer, package)
•What tactics are the most effective?
(DM, DRTV, Print, etc.)
•How do different segments respond?
(basic only, premium, etc.)
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How It Works
 ResponDex
systems interface with multiple
data sources such as the toll-free network,
internal billing systems, solicitation files and
third-party demographic data sources to record
campaign activity, analyze performance and
report results.
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The ResponDex System
ResponDex Marketing, Inc. All Rights Reserved 2002
What to Measure
Response represents the
total potential for
customers from a
campaign. More
responders equal more
customers. Each area
should be measured and
managed.
RESPONSE
SALES
INSTALLS
CUSTOMERS
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Campaign Tracking & Analysis
Benefits
 ResponDex
provides performance results of both
direct and mass marketing tactics.
 Provides demographic and geographic profiles.
 Monitors operational call center statistics
associated with marketing campaigns.
 Facilitates faster learning through simultaneous
testing.
 Delivers timely results updated daily.
ResponDex Marketing, Inc. All Rights Reserved 2002
How to Incorporate
ResponDex with your
Database Marketing
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Database Marketing
Pre-requisites
 Information
Campaign Performance Data
Subscriber/Non-Subscriber Data
 The desire to improve


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Database Marketing
Goal
 To
improve the return on marketing
investments by leveraging information in
order to understand and manage the key
performance drivers.
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Database Marketing
Key Performance Drivers - Examples

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Price
Package
High Income
Target Group
Creative
Message
Retired
Techno-Phobe
Paper
Color
High
Impact
Low
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Database Marketing
Tools & Techniques
 Campaign
Design
 Targeting
 Profiling
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Campaign Design
Goals
 To
measure the impact and effectiveness of
offers, creative design and message, tactics,
targets, etc.
 Obtain reliable results that are statistically
significant and actionable.
 Facilitate creative thinking by employing test &
learn processes.
Champion vs. Challenger

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Campaign Design
Example
Fall 2001
Acquisition
High Resp.
No-Sub
Free Install
180,000
Free Install
425,000
Control
10,000
Control
15,000
Upgrade
MDU
Instant Install
15,000
Nevers
Basic Only
1 & 2 Pays
Free Month
15,000
Free Install
15,000
Free Upgrade
395,000
Plus Pkg
200,000
Control
15,000
Control
15,000
Control
15,000
Control
15,000
ResponDex Marketing, Inc. All Rights Reserved 2002
Campaign Design
Role of Control Groups
Treatment
Group
Gross
Sales Rate
100%
100%
Control
Group
Actual
Sales Rate
Business As
Usual Activity
ResponDex Marketing, Inc. All Rights Reserved 2002
Campaign Design
With ResponDex
ResponDex analyzes and reports results for the overall
campaign and corresponding treatment groups. Each
group represents a specific combination of creative,
offer, tactic, target group, etc.
Fall '99 Campaign
Non-Subs
Nevers
Control
Free Install
MDU
Control
Free Install
Single Family
Control
Free Month
Free Install
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Targeting
Goal
 Improve
a campaign’s overall performance by
identifying groups of prospects best suited to
receive treatment.
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Targeting
Rules Based
 Rules
based targeting is the process of
categorizing customers and prospects based
on industry rules and classifications.
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Targeting
Rules Based
Homes passed grouped by business rules
Digital
Non-Subs
Nevers
Addressable
Subs
Premium Past Due
MDU
Bulk
Analog
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Targeting
Predictive Modeling
 Predictive
models involve the use of statistical
techniques to identify key performance
drivers and prioritize prospects by these
drivers to improve performance.
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Targeting
Predictive Modeling - Example Scoring
Score
100
100
50
0
99.8
98.9
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
3.2
1.9
0.6
Deciles
James Frank, 700 Penman Road…
Henry Smith, 1870 Kings Court…
Ann Jones, 1115 Hamlet Court…
Adam Coker, 402 Atlantic Blvd…
Lawrence Bruce, 102 Tree Split Lane...
M. Voboril, 0 Loser Lane...
0
1
2
3
4
5
6
7
8
9
High
Score > 50
Low
Score < 50
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Targeting
Predictive Modeling - Multiple Models
Universe of Potential Prospects - 25%
Target 25%
of prospects
and get
70% of
responders*
High
Low
Low
* For illustrative purposes only
Value
High
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Targeting
With ResponDex
ResponDex provides direct response attributes, which
are ideal for the development, enhancement and
validation of targeting models. These models can result
in improved returns for future marketing campaigns.
Targeting Models
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Targeting
Benefits
 Provides
better understanding of key performance
drivers.
 Substantial performance improvements can be
obtained through targeting.
 Modeling can identify target groups that are not
easily defined.
 Rules based targeting allows individual strategies
to be developed for defined groups. (i.e. nevers,
MDU)
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Profiling
Goals
Provides the ability to
develop an
understanding of the
key characteristics of
customer groups.
These characteristics
can be used to
improve marketing
strategies.
Income
53.4
38.5
Solicited
Responders
Home Value
120
85
Solicited
Responders
ResponDex Marketing, Inc. All Rights Reserved 2002
Profiling Customers
With ResponDex
ResponDex creates demographic and geographic
profiles of treatment groups. These profiles can
be used to compare groups and identify their key
characteristics.
Income
53.4
38.5
Solicited
Responders
ResponDex Marketing, Inc. All Rights Reserved 2002
In Summary
ResponDex supplies the systems,
tools, information and expertise
needed to support Marketing in
its efforts to improve results.
These services will provide the
insight to effectively manage and
increase the return on marketing
investment.
ResponDex Marketing, Inc. All Rights Reserved 2002