MARKETING INTELLIGENCE

Marketing Intelligence Have you ever wanted to reach…

THE RIGHT PERSON?AT THE RIGHT

TIME?THE RIGHT WAY?

Marketing Intelligence The eleventy marketing group’s innovative

intelligence enables you to…

DO JUST THAT!!!

Marketing Intelligence So that when your target audience is…

Marketing Intelligence You don’t reach…

Marketing Intelligence We have a database of…

205 million records 132 million households 105 million phone numbers

This allows eleventy to offer unmatched insights into the... Attitudes Behaviors Lifestyles Demographics

Of your donors/customers…

Marketing Intelligence

DemographicWho am I?

TransactionalWhat have I done?

PsychographicWhat do I do?

Marketing Intelligence

DemographicWho am I?

TransactionalWhat have I done?

PsychographicWhat do I do?

Marketing Intelligence We can offer those insights by…

Profiling Predictive modeling Data enhancement/List creation Donor/Customer mapping

This allows you to... Target Segment Enhance creative design Select the right channels

Email – Direct mail – Telephone - Online To your donors/customers…

Profiling Did you know…

A major client thought their prospects were predominantly male…

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DATA

MET

RIC

DATA ATTRIBUTE

Gender

Multi Percent Single Percent Universe Percent

MALEFEMALE

7%

8%

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16-20 21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 76+

Resp

onse

Rat

e

Age Group

Program Comparative Response Rates

PROGRAM A PROGRAM B AVERAGE

Profiling Did you know…

We were able to show this client they needed two types of TM programs to reach a wider audience…

PROGRAM A21 - 55

PROGRAM B56 – 76+

Modeling

ln(p/1-p) = b₀  + b₁X₁ + b₂X₂ +…+ bkXky= b₀ + b₁X₁ + b₂X₂ +…+ bjXj + e

Modeling

ln(p/1-p) = b₀  + b₁X₁ + b₂X₂ +…+ bkXky= b₀ + b₁X₁ + b₂X₂ +…+ bjXj + e

-set individual column scoresUPDATE MODEL_ELEVENTY_02_24_2012_1.00a1_MORSET REGION_ID_11T = CASE WHEN REGION = 'AB' THEN 31.46

WHEN REGION = 'AT' THEN 25.93WHEN REGION = 'BC' THEN 25.35WHEN REGION = 'GT' THEN 23.28WHEN REGION = 'MW' THEN 28.03WHEN REGION = 'NE' THEN 25.61WHEN REGION = 'PQ' THEN 23.05WHEN REGION = 'SW' THEN 25.58ELSE NULL END,

alter table MODEL_ELEVENTY_02_24_2012_1.00a1_MOR add sum_score_2 float,mode_name_2 varchar(100),model_score_2 tinyintUPDATE MODEL_ELEVENTY_02_24_2012_1.00a1_MORSET sum_score_2 = ((( REGION_ID_11T -25.640) / 2.620) * 0.050 ) + ((( PRICE_PLAN_SERIES_ID_11T -25.640) / 0.540) * 0.013 ) + ((( NIN1_ID_11T -25.650) / 0.920) * 0.027 ) + ((( COMMON_IND_ID_11T -25.630) / 1.500) * 0.017 ) + ((( PAY_METHOD_ID_11T -25.640) / 1.320) * 0.023 ) + ((( KEYCODE_ID_11T -25.640) / 2.400) * 0.044 ) + ((( data_no_data_ID_11T -25.680) / 1.820) * 0.020 ) + ((( MULTIPLE_ACTIVATIONS_ID_11T -25.690) / 0.490) * 0.009 ) + ((( EMAIL_YN_ID_11T -25.680) / 0.800) * 0.018 )

Modeling We take the mystery out of modeling and

deliver actionable results…

DecileTotal Call Universe

% of Total Called

Cumulative % Called

Total Responders

% of Total Responders

Cumulative % Responders

Decile Response Rate

Cumulative Rate Marginal Lift Cumulative Lift

Most Likely 1 10,000 10.0% 10.0% 1,100 16.1% 16.1% 11.00% 11.00% 161 1612 10,000 10.0% 20.0% 989 14.5% 30.6% 9.89% 10.45% 145 1533 10,000 10.0% 30.0% 900 13.2% 43.9% 9.00% 9.96% 132 1464 10,000 10.0% 40.0% 876 12.9% 56.7% 8.76% 9.66% 129 1425 10,000 10.0% 50.0% 749 11.0% 67.7% 7.49% 9.23% 110 1356 10,000 10.0% 60.0% 604 8.9% 76.6% 6.04% 8.70% 89 1287 10,000 10.0% 70.0% 523 7.7% 84.2% 5.23% 8.20% 77 1208 10,000 10.0% 80.0% 468 6.9% 91.1% 4.68% 7.76% 69 1149 10,000 10.0% 90.0% 369 5.4% 96.5% 3.69% 7.31% 54 107

Least Likely 10 10,000 10.0% 100.0% 238 3.5% 100.0% 2.38% 6.82% 35 100100,000 100.0% 6,816 100.0% 6.82%

Gains Table Based on Development SampleOverall Results

Modeling So you can stand on the shoulders of

history to look into the future…

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% O

f Res

pond

ers

% Of Universe

Model Performance Summary Chart

Random Selection Model Selection

57% OF THE RESULTS FROM ONLY 40% OF

THE CALLS

Data EnhancementMarried

GenderChildren

Income

Activities

Occupation

Age Interests

Home Value

Net Worth

Family Position

?

??

?

??

?

?

?

?

?

Has Children

Home Value $200K

Professional

Yes - Married

Male

$250K - $400K

Soccer - Boating

Travel

HOH

36 - 40

$75K - $100K

Data Enhancement Did you know…

This client only used traditional RFM strategies, we showed them a way to better target…

Estimated Household Income$1 - $39,999

$40,000 - $74,999$75,000 - 124,999

$125,000 - $249,999$250,000+

Data Enhancement Did you know…

By enhancing their data with estimated income to vary appeals the results were conclusive…Control GRC

$/CC CC RR% Avg. Gift$3.08 3,073 8.14% $37.47

Dynamic GRC$/CC CC RR% Avg. Gift$3.92 2,549 9.42% $41.66

Mapping Did you know…

A major client believed all of their donors from multiple channels were focused in the South East… IFCJ TV SUPPORTERS

DMA Code Mapping

Less than Universe PopulationGreater than Universe Population

TV Supporters

Mapping Did you know…

We showed them that TM reaches new markets…

IFCJ TELEPHONE SUPPORTERSDMA Code Mapping

Less than Universe PopulationGreater than Universe Population

TM Supporters

Marketing Intelligence Combined with our consulting services we

can tie it all together…

ROI

APPLICATION

ANALYTICS

INFORMATION

MARKETING INTELLIGENCE