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Marketing
Analysis
Quantitative Analysis provides analytical services to make
your marketing initiatives more effective. From structured
database analysis of your customers to advanced response
models for your direct marketing initiatives, we do custom analyses
based on your needs.
Database Analyses
Our database
analyses provide a better understanding of the data that drives your business,
whether your customers are businesses or consumers, and whether the
data is internal or external. Here are
just a few of the questions database analysis can answer:
Understanding these fundamentals results in improved performance
from your marketing initiatives, as well as better strategic planning.
Response Models
In direct
marketing, audience/list quality is an important
driver of response rates. One of the best ways to optimize your list
selections is a statistical response model. While RFM (Recency-Frequency-Monetary)
selections often appear effective, the response rates are still not as high as what a good statistical
model can achieve. There are many reasons for this:
- A statistical
model can incorporate more customer information, whereas RFM becomes
time consuming once 5-7 fields are used
- A
model can look at hundreds of fields simultaneously to determine what
is most important, whereas the segment ranking in RFM makes this difficult
- A
model can identify what the most significant fields are from all the
data, whereas the layered criteria of RFM sometimes mask what is driving
performance
In addition
to more efficient targeting of mailings, models are excellent tools for identifying
high potential inactive customers, predicting lifetime value of your
customers, acquiring and activating prospects, and understanding
the most important audience attributes.
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