Response and Conversion Modeling
Nothing kills a direct marketing campaign faster than poor response or conversion. MIS uses sophisticated modeling techniques, combined with thorough validation, to develop models that give your campaigns the lift they need. Response / Conversion modeling identifies those factors that are most predictive of prospect’s likelihood to respond to campaigns and/or ultimately to buy your product. By applying these models to a universe of prospects you can select the best set of prospects to mail, resulting in improved response/conversion rates, reduced cost per lead/acquisition, and ultimately, better profitability from your direct marketing programs. Attributes examined in model development can include past customer behavior, customer demographics, geo-demographics, campaign creative / offers, etc.


Site Location Modeling / Trading Area Analysis
Thinking of opening a new location? Trying to decide which zip codes to mail? MIS performs a variety of geographic analyses for its clients, identifying better areas within which to conduct direct marketing campaigns and places to site new locations. Combining data about existing customers (location, behavior, demographics, etc.) with current locations, MIS uses advanced statistical and mapping techniques to define your trading area and identify good potential sites for new locations. MIS analyses the geographic relationships with your customers (distance, time), illustrating how key campaign / customer metrics (leads, conversions, penetration) behave as customer distance/time from your locations increases.


Attrition / Retention / Repeat Purchase Modeling
What good is acquiring new customers if you can’t keep them? Or if you never sell them anything other than their first purchase? For businesses that rely heavily on repeat customer purchases, it’s no good at all. MIS uses customer contact & purchase histories, together with other customer attributes, to develop models that can predict if and when a customer is likely to purchase again, what they might be interested in purchasing, or whether the customer is likely to churn. These models can be used to pre-empt customer attrition or increase customer sales through effective communication timing & targeted product offering. Improved customer lifetime value is the goal.


Profiling and Segmentation
Understanding who your customers are is a critical step in designing and executing campaigns, whether for acquisition or retention. Profiling illustrates what your customers “look like” with respect to key behavioral, demographic, or geo-demographic attributes. Comparative profiling examines how key attributes differ across pre-defined customer groups (e.g. customers sourced via direct mail vs. customers sourced online). Segmentation divides your customers into a small number of groups, within which customers share key characteristics (e.g., segment 1 = young, female, income<75K, segment 2=older, male, homeowner, income>100K, etc.). These segments can be used to craft a handful of focused campaign messages, creative, and product offerings, all specifically targeted to individual customer segments.


Campaign Reporting
Measuring performance is a key to effective ongoing campaign management. MIS develops custom tailored reporting systems for its clients. These systems break down campaign performance along multiple dimensions, showing response/conversion rates by geography, creative, channel, business segment, customer segment, etc. MIS thoroughly reviews these reports, providing executive summaries that highlight key performance elements.


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