Prospect Targeting

Prospect targeting for acquisition marketing campaigns is critical for success.  Direct mail, e-mail, digital, social, mobile and multi-channel campaigns all depend on reaching the best possible target audience.  Knowing the demographics, interests, behaviors and propensities of your best prospects both overall and by product/service or level of profitability will immediately improve results…because “data drives the best results”.

Marketers usually have a good idea of the basic demographic make-up of their customers.  Gaining quantitative insights into customer characteristics that can then be applied to prospect targeting will prevent wasted mailings and impressions and make better use of precious marketing budgets.

We recommend one or more of the following steps:

• Perform a Look Alike Analysis on best customers, both overall and by key target segments. The Look Alike Report provides a profile of customer demographics, interests and purchasing behavior using high-quality third-party data sources.  This report also compares your customers to others in the target market area.   Data Marketing Strategies will help interpret results and make recommendations on prospect targeting.

• Perform a Customer Predictive Analysis. The advantage of this approach is that a custom predictive model is created using powerful statistical techniques that determine the most important “principal components” and uses the model to score the prospect universe in a way that you can use the decile scores (using a scale of 1 to 10, with those scored a “1” having the best predictive score) to pull prospects that best fit your target audience model.   We use two different models and can choose just one or set up a test to determine the winner in an actual targeted prospecting campaign.

We will also search among the thousands of available Pre-built Predictive Models to find the ones most like to pinpoint your target audience.