lsc digital prospecting
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Prospecting A data-driven perspective
April 10, 2023 www.lscdigital.com 2
Data Strategy / Acquisition• Customers, Sign-Ups, Others• Consumer Compiled• Vertical Lists and Data
Data Management• Persistent ID Creation • Data Hygiene• NCOA, Advanced / Proprietary NCOA• Data Enhancement, Model Scoring• Merge-Purge, Advanced Segmentation
Program Execution• Campaign Execution
• Direct Mail• Email Delivery• SMS/MMS Delivery• Key Word / Banner Display Ads
Program Evaluation• Response Analysis• Creative Testing
The Best Acquisition StrategyIs a great retention program
April 10, 2023 www.lscdigital.com 3
DataDo Your Homework
April 10, 2023 www.lscdigital.com 4
Know Your Customers
Survey Your Customers
• Web• Phone• Bouncebacks
Utilize Your Vendors• Brokers, Co-ops• Card Decks• FSI’s
April 10, 2023 www.lscdigital.com 5
Lifestyle Data & AppendsCorrelate Attributes to Response
Informational / Directional
Marketing Database
Prospect Database
Total Rentals 2,117,900
Total Responses 19,110
Response Rate 0.90%
Attributes Ranked from Best to Worst Circulation Customer Matches
% of Circulation
Response Rate
Variance Lift
Score 1-5 Apparel Senior Fashion 45,340 680 2.1% 1.50% 0.60% 66.22%
Score 1-5 Young & Hip 36,420 480 1.7% 1.32% 0.42% 46.06%
Score 6-10 Gifts 39,970 520 1.9% 1.30% 0.40% 44.18%
Age 55+ 534,600 6,810 25.2% 1.27% 0.37% 41.18%
Apparel 1-5 Gifts 14,220 180 0.7% 1.27% 0.37% 40.29%
Score 6-10 Apparel Senior Fashion 82,240 980 3.9% 1.19% 0.29% 32.07%
Score 11-15 Gifts 93,550 1,110 4.4% 1.19% 0.29% 31.50%
Score 6-10 Plus Sizes 117,170 1,370 5.5% 1.17% 0.27% 29.58%
Score 6-10 Young & Hip 76,830 870 3.6% 1.13% 0.23% 25.50%
Score 11-15 Plus Size 195,250 2,130 9.2% 1.09% 0.19% 20.90%
Score 6-10 Women's Apparel 201,340 2,190 9.5% 1.09% 0.19% 20.55%
Score 1-5 Women's Apparel 179,240 1,920 8.5% 1.07% 0.17% 18.72%
Score 16-20 Plus Size 554,380 5,900 26.2% 1.06% 0.16% 17.95%
Score 11-15 Young & Hip 144,001 1,490 6.8% 1.03% 0.13% 14.67%
Score 1-5 Apparel Senior Fashion 670,660 6,820 31.7% 1.02% 0.12% 12.70%
Age 55-64 259,150 2,580 12.2% 1.00% 0.10% 10.33%
Score 1-5 Plus Size 86,520 850 4.1% 0.98% 0.08% 8.88%
Score 16-20 Plus Size 346,470 3,270 16.4% 0.94% 0.04% 4.60%
Unknown Age 148,260 1,380 7.0% 0.93% 0.03% 3.16%
Female 1,800,340 16,730 85.0% 0.93% 0.03% 2.99%
Score 21 Young & Hip 1,072,670 9,070 50.6% 0.85% -0.05% -6.81%
Unknown Gender 140,370 1,120 6.6% 0.80% -0.10% -11.57%
Score 21 Women's Apparel 675,860 5,310 31.9% 0.79% -0.11% -12.93%
Score 21 Gifts 997,490 7,690 47.1% 0.77% -0.13% -14.56%
Male 177,190 1,260 8.4% 0.71% -0.19% -21.19%
Score 21 Senior Fashion 698,670 4,830 33.0% 0.69% -0.21% 23.38%
Age 18-34 17,770 110 0.8% 0.62% -0.28% 31.40%
Age 45-54 124,040 750 5.9% 0.60% -0.30% 32.99%
Age 35-44 50,210 290 2.4% 0.58% -0.32% 35.99%
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List Selections and Overlays
“Case Study #1”Demographic overlays boosted response
by 22% (including co-op names)Hotlines
“Cast Study # 3”Reactivation on 24+ month Internet
buyers brought response on par with non-modeled 13-16 month
buyers
House Leads
“Case Study #2”Using outside recency selection on older
3-12 month buyer segments increased sales 26%
Older Leads / Rollouts
Optimize list selections, Don’t be afraid to ask for deals and information, try augmented exchanges
Better Targeting
April 10, 2023 www.lscdigital.com 7
Models for Best Results
Both Analysis and Validation Samples would be composed of a Target and Comparative Universe.
New LeadsModeled Samples
(n =30,000)
New LeadsModeled Samples
(n =30,000)
New LeadsRandom Sample
(n = 50,000)
New LeadsRandom Sample
(n = 50,000)
10%/90%Ratio
10%/90%Ratio
ModelDevelopment
(Test)16,900
ModelValidation
16,900
ModelDevelopment
(Test)700
ModelValidation
700
Know when to fire a prospect, control all media, track sources and track costs
April 10, 2023 www.lscdigital.com 8
Customer Preference Rules
Model Cum # Cum % # Target % Target %Group Sample Sample Universe Universe Gain
1 910 5% 263 28.9% 627
2 1,798 10% 389 21.6% 444
3 2,648 15% 479 18.1% 355
4 3,477 20% 520 15.0% 276
5 4,369 25% 551 12.6% 217
6 5,256 30% 574 10.9% 175
7 6,112 35% 597 9.8% 146
8 7,068 40% 611 8.6% 117
9 7,975 45% 625 7.8% 97
10 8,780 50% 640 7.3% 83
11 9,540 54% 648 6.8% 71
12 10,462 59% 658 6.3% 58
13 11,384 65% 668 5.9% 48
14 12,276 70% 679 5.5% 39
15 12,977 74% 682 5.3% 32
16 14,061 80% 692 4.9% 24
17 14,982 85% 697 4.7% 17
18 15,827 90% 699 4.4% 11
19,20 17,600 100% 700 4.0% 0
Mail & Email
Email Only
Test Only
Set campaign metrics that select customers based on their profitability channel preference
April 10, 2023 www.lscdigital.com 9
Geo-Targeting
Analysis• Find Trends by County
Action • Filter & Select
Result • 5 % Reduction in Circulation• 9% Increase in Revenue
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Creative + Promotion
• Offers• Variable
Content• Testing• Segmentation &
Tracking• Multi-Channel
Delivery
Message – Timing - Channel
April 10, 2023 www.lscdigital.com 11
Creative + Promotion
Timing• Days & Day-Parts
Frequency• Content Delivery• Offer Delivery
Message – Timing - Channel
April 10, 2023 www.lscdigital.com 12
Matchbacks
Directed Results• You get what you asked for• Consider order curves and
other influences
Controls and Treatments
• Evaluate Lift
The Challenges of Matchbacks
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MatchbacksChannel Conflict & Synergy
“Marketing drives 130% of demand”
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Lifetime Value
Beyond $/Book
BeyondKeycode
LTV• By List• By Channel• By Margin
What does it really cost to acquire a customer?
April 10, 2023 www.lscdigital.com 15
Benefits of a Marketing Database
If you don’t operate the database properly you just might:• Miss Your Projections• Make Improper Decisions• Generate Bad / Inaccurate Reporting• Miss Important Timing Trends
THANK YOU!