We Use Data Analysis to Inform, Report, and Ultimately Grow Your Business

We Use Data Analysis to Inform, Report, and Ultimately Grow Your Business

  • Our Consumer Analytics team brings together many types of data to create a much more insightful view of your customers than a geography-based mailing list. They create a mailing profile that tells you who your best customers are, where they live, what they like, and where you can find prospects that most resemble your customers.

  • Do you know what offers work best for your products and services? We provide you the ability to test what offers are more likely to drive response from your customers and can track responses at the household level.

  • We use data to create quality maps to assist our customers in visualizing where their best customers are located and identify how they can reach them with different types of direct mail.

  • Our Consumer Analytics team can analyze post-promotion data and deliver actionable data solutions to help clients refine their message, improve mailing profiles, and increase their advertising return on investment.

  • We analyze data to help our customers shape their marketing messages to the rural audience. The data we produce provides insights on how to differentiate your marketing message to your rural customers as opposed to their urban counterparts

What Do We Mean When We Say Data Analysis?

Data analysis is a broad term, but we use it by design because we use data in so many different ways. It’s at the heart of everything we do here to make your direct mail campaign a success.

As mentioned above, we analyze data to create impactful mailing profiles to deliver your message, help you determine the best offers for your products and services, as well as report on your campaigns and create a plan of action to use moving forward.

What Types of Data Analysis Do We Offer?

The Making of a Mailing Profile

Targeting your best customers for any given mailing is crucial to the success of your campaign. It just so happens that is where our Consumer Analytics team shines. Creating complete and accurate mailing profiles is both art – being able to interpret what the data is telling them – and science – combining the raw data and then turning it into actionable information.

Our team pulls data from a wide range of sources, and then they translate that data into easy-to-understand information that reveals who the best audience is for your message. They also use business category knowledge gained over time to include relevant insights in our reporting.

The Making of a Mailing Profile

Targeting your best customers for any given mailing is crucial to the success of your campaign. It just so happens that is where our Consumer Analytics team shines. Creating complete and accurate mailing profiles is both art – being able to interpret what the data is telling them – and science – combining the raw data and then turning it into actionable information.

Our team pulls data from a wide range of sources, and then they translate that data into easy-to-understand information that reveals who the best audience is for your message. They also use business category knowledge gained over time to include relevant insights in our reporting.

What Kind of Data Do We Use?

This pyramid represents all the different types of data we pull together and analyze to create your mailing profile. If you look at the pyramid structure, you can see how the data is stacked by order of importance, creating a holistic mailing profile. The higher up the pyramid you go, the more focused and accurate your mailing profile becomes. By layering in these different types of data, we give you a highly customized and accurate picture of who your customers are and where they are located.

There are two different types of data we analyze to create your mailing profile: predictive data and your client data. Predictive data refers to everything on the pyramid that is underneath “Client Data”.

Predictive Data

Predictive data is a combination of geography, demographics, consumer expenditures, consumer behaviors, and brand preferences. In other words, we want to understand who your customer is, where they live, and what they like. We access this predictive data through various sources, and our Consumer Analytics team brings it all together to find your best customer.

Let’s break down each category of predictive data. This will give you a better idea of just how effective a mailing profile built from predictive data can be for your business.

Client Data

Client data is the pinnacle of our data hierarchy. It allows us to create the most thorough profile by incorporating segmentation insights with our predictive data into our targeting. Customer data from clients can range from simply address data to addresses with additional fields about the customer to transaction level data. If you have client data, we can combine it with the insights we have already gained through predictive data analysis. The more data provided, the more precise the final analysis.

Client Data

Client data is the pinnacle of our data hierarchy. It allows us to create the most thorough profile by incorporating segmentation insights with our predictive data into our targeting. Customer data from clients can range from simply address data to addresses with additional fields about the customer to transaction level data. If you have client data, we can combine it with the insights we have already gained through predictive data analysis. The more data provided, the more precise the final analysis.

Why Combine Predictive and Client Data?

Your client data is the ultimate source for understanding who your customers are and what types of offers will appeal to them. If you look at the pyramid above, you will see that client data sits at the very top. That is because integrating it with the other data types beneath it takes the guesswork out of a mailing profile. It also provides clear direction as to which households, carrier routes, zip codes, or markets you need to mail. The main benefit of incorporating your client data into to our predictive data is that you will you will be talking to your known best customers who are already aware of and interested in your products and services, as well as potential customers in the marketplace that are “look alikes” to your existing customers. This, in turn, will improve your response rates and increase your return on advertising spend.

More on Why Client Data Matters

Advertising to current customers is just as important (and some would argue even more so) than reaching out to potential customers. Research has proven many times over that it costs far more to gain a new customer than to keep an existing one. Growing your business is as much about keeping your current customers happy and engaged as it is an effort to bring new customers to your business.

What if I Don’t Have Client Data?

We just made a big deal about how important client data is to your mailing profile, but what if you don’t have any? Don’t worry. You have options.

We can help you create a customer list. “How?” you may ask? We can use our Impact Postcard (which is trackable at the household level when we perform a redemption analysis using unique barcodes) and perform test mailings based on predictive data. After we have completed the test, we will be able to deliver you a list of everyone who responded to your mailing and which offers they redeemed. All of this can be done in a few mailings and will allow you to increase your return on advertising investment and build the basis of your client data list.

Once we have your initial client data list, we can then expand on that list by adding what we call lookalikes. Lookalikes are potential customers of your business who have similar interests, shopping preferences, and lifestyles as your current clients. In-depth data analysis allows us to identity these people and include them into your mailing profile which will increase the number of people you can share your offers with via direct mail.

What’s the other option? The reality is, we can still create a highly targeted mailing profile based on predictive data alone (referred to above as Micromarketing). Remember that predictive data includes geography, demographics, consumer expenditures, consumer behaviors, and brand preferences. Our Consumer Analytics team are experts at creating a strong profile to give your mailing the best chance possible for success.

Customer Success Stories

You may be wondering, how exactly has data analysis helped our customers? Here are some success stores to give you an idea of the return on investment that can be achieved for your business.

Customer Success Stories

You may be wondering, how exactly has data analysis helped our customers? Here are some success stores to give you an idea of the return on investment that can be achieved for your business.

Automotive Dealership

Client Objective

A local automotive dealership wanted to enhance their current print program with a solution that would help them acquire new customers while also growing their current customer base. We utilized their customer data to develop customized messages to deliver each household based on purchase history.

Our Approach

  • Identify the best geography by utilizing customer data & transactional sales

  • Target 19,930 households around their dealership

  • Develop appealing offers to drive car sales & service appointments

  • Create 7 audience segments to develop acquisition and retention messages

The Results

0
Vehicle Sales
0
Service Sales
0%
YOY Sales & Service Increase

Furniture Retailer

Client Objective

A furniture retailer with 13 locations throughout the Southeast had been dedicating all their advertising dollars to newspaper. After learning of the newspaper’s drastic decrease in circulation, they wanted an efficient advertising solution to reach more households, increase ROI, and build customer acquisition. They gave us their current customer list in order to build a new advertising plan based on direct mail.

Our Approach

  • Utilized the client’s customer list and performed a Penetration Analysis comparing 2015 vs 2016 YTD

  • The data analysis identified the most profitable customers and zip codes surrounding the 13 locations

  • We targeted those best households surrounding each location utilizing a Targeted Print and Mail insert piece

The Results

0%
Customers Reached Increase
0
New Customers

Pet Store

Client Objective

A locally owned and operated Pet Store needed an affordable advertising solution to help create awareness in the community, drive new customer traffic, and increase average ticket sales. They wanted a data-driven solution based on their customer list.

Our Approach

  • Perform a penetration analysis utilizing client-provided customer data

  • Analyze the trade area where majority of customers were located

  • Develop a data-driven marketing plan using a combination of print solutions

  • Identify key areas of opportunity (markets for saturation/carrier routes for targeting)

  • Utilize the WRAP and Slim Jim products to reach 56,537 households around the store

  • Incorporate strong offers into the creative to drive response:

    • $10 Off Purchase of $30 or More
    • Save $5 When Purchasing Dog Food

The Results

$0
For every $1 spent on advertising our customer received $6 in return
0
Coupons Redeemed
$0
Sales Gain

Want to See More Success Stories?

Interested in seeing more success stories like these? Head on over to our Success Stories section where we have more information from many business categories for you to view.

Do You Have Any Questions About How Direct Mail Can Grow Your Business?

If you have any questions about how direct mail can grow your business, we would be happy to answer them. You can call us at 877-620-6283 or select GET STARTED TODAY to fill out our form.

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