ResponDex Marketing, Inc. All Rights Reserved 2002 Agenda u Campaign tracking and analysis u Database marketing

ResponDex Marketing, Inc. All Rights Reserved 2002

AgendaAgenda

Campaign tracking and analysis Database marketing


Campaign Tracking & AnalysisCampaign Tracking & Analysis

ResponDex provides marketing campaign analysis tools designed to help improve performance by answering important questions such as:

•Which strategies are performing best?(creative, offer, package)

•What tactics are the most effective? (DM, DRTV, Print, etc.)

•How do different segments respond? (basic only, premium, etc.)


How It WorksHow It Works

ResponDex systems interface with multiple data sources such as the toll-free network, internal billing systems, solicitation files and third-party demographic data sources to record campaign activity, analyze performance and report results.


The ResponDex SystemThe ResponDex System


What to MeasureWhat to Measure

RESPONSE

SALES

INSTALLS

CUSTOMERS

Response represents the total potential for customers from a campaign. More responders equal more customers. Each area should be measured and managed.


Campaign Tracking & AnalysisCampaign Tracking & Analysis

ResponDex provides performance results of both direct and mass marketing tactics.

Provides demographic and geographic profiles. Monitors operational call center statistics

associated with marketing campaigns. Facilitates faster learning through simultaneous

testing. Delivers timely results updated daily.

Benefits


How to Incorporate How to Incorporate ResponDex with your ResponDex with your Database Marketing Database Marketing


Information Campaign Performance Data Subscriber/Non-Subscriber Data

The desire to improve

Database MarketingDatabase MarketingPre-requisites


To improve the return on marketing investments by leveraging information in order to understand and manage the key performance drivers.

Database MarketingDatabase MarketingGoal


Database MarketingDatabase Marketing

Price Package High Income Target Group Creative Message Retired Techno-Phobe Paper Color

Impact

High

Low

Key Performance Drivers - Examples


Campaign Design Targeting Profiling

Database MarketingDatabase MarketingTools & Techniques


Campaign DesignCampaign Design

To measure the impact and effectiveness of offers, creative design and message, tactics, targets, etc.

Obtain reliable results that are statistically significant and actionable.

Facilitate creative thinking by employing test & learn processes.

Champion vs. Challenger

Goals



C o ntro l1 0 ,0 00

F ree In sta ll1 80 ,000

H ig h R e sp .

C o ntro l1 5 ,0 00

F ree In sta ll4 25 ,000

N o -S ub

In s ta n t In sta ll1 5 ,0 00

C o ntro l1 5 ,0 00

F re e M o n th1 5 ,0 00

M D U

C o ntro l1 5 ,0 00

F ree In sta ll1 5 ,0 00

N e ve rs

A cq u is it ion

C o ntro l1 5 ,0 00

F ree Up g ra de3 95 ,000

B a sic O n ly

C o ntro l1 5 ,0 00

P lu s P kg2 00 ,000

1 & 2 P a ys

U pg rade

F a ll 20 01

Example


Treatment Group

100% 100%

GrossSales Rate

Business AsUsual Activity

Control Group


ActualSales Rate

Role of Control Groups



ResponDex analyzes and reports results for the overall campaign and corresponding treatment groups. Each group represents a specific combination of creative, offer, tactic, target group, etc.

F a ll '9 9 C am p a ig n

C on tro l

F ree In s ta ll

N evers

C on tro l

F ree In s ta ll F ree M on th

M D U

C on tro l

F ree In s ta ll

S in g le F am ily

N on -S u b s

With ResponDex


TargetingTargeting

Improve a campaign’s overall performance by identifying groups of prospects best suited to receive treatment.

Goal


TargetingTargeting

Rules based targeting is the process of categorizing customers and prospects based on industry rules and classifications.

Rules Based


TargetingTargeting

Digital

Past Due

Homes passed grouped by business rules

PremiumSubs

Non-Subs

Analog

BulkAddressable

Nevers

MDU

Rules Based


TargetingTargeting

Predictive models involve the use of statistical techniques to identify key performance drivers and prioritize prospects by these drivers to improve performance.

Predictive Modeling


TargetingTargeting

Score100

0

50

100 James Frank, 700 Penman Road…99.8 Henry Smith, 1870 Kings Court…98.9 Ann Jones, 1115 Hamlet Court….................3.2 Adam Coker, 402 Atlantic Blvd…1.9 Lawrence Bruce, 102 Tree Split Lane...0.6 M. Voboril, 0 Loser Lane...

HighScore > 50

LowScore < 50

Predictive Modeling - Example Scoring

456789

12

0

3

Deciles


TargetingTargeting

Universe of Potential Prospects - 25%

Res

pons

e

High

Low

Low HighValue

Target 25% of prospects and get 70% of responders*

* For illustrative purposes only

Predictive Modeling - Multiple Models


TargetingTargeting

ResponDex provides direct response attributes, which are ideal for the development, enhancement and validation of targeting models. These models can result in improved returns for future marketing campaigns.

Targeting Models

With ResponDex


TargetingTargeting

Provides better understanding of key performance drivers.

Substantial performance improvements can be obtained through targeting.

Modeling can identify target groups that are not easily defined.

Rules based targeting allows individual strategies to be developed for defined groups. (i.e. nevers, MDU)

Benefits


ProfilingProfilingIncome

38.5

53.4

Solicited Responders

Provides the ability to develop an understanding of the key characteristics of customer groups. These characteristics can be used to improve marketing strategies.

Home Value

120

85


Goals


Profiling CustomersProfiling Customers

ResponDex creates demographic and geographic profiles of treatment groups. These profiles can be used to compare groups and identify their key characteristics.

Income

38.5

53.4


Income

38.5

53.4


With ResponDex


In SummaryIn Summary

ResponDex supplies the systems, tools, information and expertise needed to support Marketing in its efforts to improve results.

These services will provide the insight to effectively manage and increase the return on marketing investment.

Documents

ResponDex Marketing, Inc. All Rights Reserved 2002 Agenda u Campaign tracking and analysis u Database marketing