Direct Mail Analytics

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Direct mail analytics help you look where you’ve been so you can see your bright future.

Direct mail marketing is infinitely measurable. That’s what makes it such an efficient sales channel. Direct mail analysis is the most valuable tool you can use to achieve this efficiency and increase ROI.

At Premier Advantage Marketing, we index statistics on your past mailings and customers (response analysis) with data on current industry metrics. This gives you the “full picture” of past response and future opportunities.

We use variables, deciles, multi-point crossovers, coefficients, outlier trimming thresholds and other categorical combinations to create a profile of your ideal prospect. We then extrapolate this single ideal customer into a larger database of prospects more likely to buy your product or service.

You can also use this data to fine-tune your strategy. Our advanced analytics can even help predict the best prospects for an up-sell, cross-sell or retention offer.

Some typical characteristics we measure:

  • Income
  • Age
  • Demographics
  • Psychographics
  • Education Level
  • Geographics
  • Past Buying Behavior

Some of the specific analytical tools we use:

  • Customer Profiling
  • Response Analysis
  • Trade Area Development
  • Merge Purge
  • Value Potential Rating
  • Mapping
  • Trade Area Analysis

Want a Real World Example?

Here’s the story of a successful company that used direct mail marketing analytics and credit score data to literally change their business model.

In 1989 – and for years before -- Progressive Insurance employed a sales strategy that targeted high-risk drivers.

When a new California law mandated that Progressive reduce its rates by 20%, some sharp data management staffers saved the day with an interesting and profitable statistic:

While all of Progressive’s prospects and customers were high-risk drivers, those with good credit scores had significantly fewer accidents than customers with poor credit scores.

Armed with this information, Progressive ramped up their direct mail efforts to the more cost-efficient, high-score group. This savvy direct mail analytics program contributed greatly to their present-day success.

We encourage you to get the best possible results from your direct mail marketing campaigns. Use Premier Advantage Marketing data analytics to make your mailing work harder than ever.

Call 888.799.3959 or contact us online to find out more.