Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association
Acxiom® On-Demand™ Targeting Improves Response Rates and Lowers Marketing Costs
Automated Software Platform Enables
Small- and Medium-Sized Businesses to Utilize Predictive Modeling in
Targeting Direct Marketing Campaigns
Small- and medium-sized businesses now may apply predictive modeling technology to determine statistically their best prospects for direct marketing campaigns. Acxiom® On-Demand Targeting™ is a simple, automated approach for identifying the best prospects that are likely to respond to campaigns or offers.
Based on Genalytics’ automated modeling technology, Acxiom On-Demand Targeting immediately improves response rates and lowers costs by eliminating those households that likely will never respond to an offer. It also eliminates the guesswork of list selection for Acxiom’s InfoBase® customers.
“Our small-to-midsize clients have always wanted the means to access custom modeling at an affordable price,” said John Ripa, InfoBase Group Leader. “The Acxiom On-Demand Targeting system will fill this need.”
Acxiom On-Demand Targeting is ideal for retailers, franchises, non-profits and distributed sales organizations in industries such as insurance, real estate, mortgage providers and financial services.
Until recently only the largest consumer retailers and financial institutions could afford the overhead of high-level statisticians and custom predictive modeling. These predictive statistical models often take weeks to build, but they historically allow organizations to hone in on their best prospects, yielding an average 5 to 25 percent lift in campaign response rates.
Acxiom On-Demand Targeting can produce and deliver a custom predictive model and scored mailing list in a matter of hours or days. Modeling and reporting are free; marketers simply rent the highest scoring names on the list, thereby taking the mystery out of list selection and for the first time making it practical to apply predictive modeling technology to every campaign.
To take advantage of Acxiom On-Demand Targeting, InfoBase clients simply need to provide a list of their customers’ names and home addresses—about 5,000 names for a regional or state campaign, and about 20,000 names for a national campaign. With their list purchase, clients will receive free modeling, modeling reports and profile reports, which can be delivered within days of submitting customers’ names.
Trade area segmentation is also available, which automatically determines the client’s trade area through the modeling process, enabling targeting of the best prospects within the best target area. Clients who use trade area segmentation will receive trade area maps that display the concentration of customers by location.
Acxiom Corporation (Nasdaq: ACXM; www.acxiom.com) integrates data, services and technology to create and deliver customer and information management solutions for many of the largest, most respected companies in the world. The core components of Acxiom’s innovative solutions are Customer Data Integration (CDI) technology, data, database services, IT outsourcing, consulting and analytics, and privacy leadership. Founded in 1969, Acxiom is headquartered in Little Rock, Arkansas, with locations throughout the United States and Europe, and in Australia, China and Canada. For more information, visit www.acxiom.com.
Genalytics is a supplier of predictive data solutions that help direct marketers and data analysts better target customers, discover new market opportunities, manage risk, and detect fraud. The company's patented software platform uses existing data to create predictive models that are applied to over 120 million households, making more accurate projections about future customer behavior. Genalytics is used by the financial, telecommunications, non-profit, franchise and retail industries.
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