Prospect Segmentation for Performance


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Prospect Segmentation for Performance

  1. 1.
  2. 2. Prospect Segmentation for Performance<br />Keith Schumann<br />Director, Consumer Marketing, AT&T<br />Matt Witter<br />VP, Account Services, Hacker Group<br />Brian MaupinDirector, Prospect Database Marketing, AT&T<br />
  3. 3. Our approach<br />Understand foundational knowledge of current situation<br />Identify factors that impact progress<br />Case Study of Segmentation in action<br />Develop strong data infrastructure<br />
  4. 4. Segmentation Model<br />Keith Schumann<br />Director, Consumer Marketing, AT&T<br />
  5. 5. The Velocity of What’s Possible…<br />
  6. 6. Rethink Possible<br />
  7. 7.
  8. 8. Where to begin? <br />Sell to the right personthe most products at the lowest cost<br /> in the best channel<br />at the right time.<br />Vision. Discipline. Determination!<br />
  9. 9. A complex, multi-faceted universe… simply organized.<br />Propensity<br />Models, Segmentation, Cadence<br />Institutional Knowledge<br />Speed to Market<br />
  10. 10. Start with the “Who”<br />Fundamental models enable success<br />Even when it’s complicated; enforce simplicity<br />
  11. 11. PowerTest® Framework<br />Matt Witter<br />VP, Account Services, Hacker Group<br />
  12. 12. Examining other marketers provided an array of approaches…<br />At least four distinct approaches emerged. <br />Lead Generation<br />Eligibility<br />Bundles<br />Single Lead Product<br />
  13. 13. Optimization Through Comprehensive Testing<br />3-Phase Evolution<br />Product<br />Offer<br />Channel<br />PowerTest® Framework<br />
  14. 14. How do we generate the most sales?Focus on the right products.<br />Single Products<br />Bundle Products<br />Product Neutral<br />
  15. 15. How do we approach offers?<br /><ul><li>How do we message specific offers?
  16. 16. Do we have lead product?
  17. 17. Equal weighted messaging or synergistic bundles?
  18. 18. What incentives should we offer for purchase?
  19. 19. Lowest price
  20. 20. Bundle price
  21. 21. FREE
  22. 22. Value add</li></li></ul><li>How do we optimize by Channel?<br />Call<br />Click<br /> Visit<br /><ul><li>Calls to action align with sales channels
  23. 23. How do different calls to action influence sales?</li></ul>Call<br />Click<br />Click<br /> Visit<br />Call<br /> Visit<br />Call<br />Click<br /> Visit<br />
  24. 24. Of the four distinct approaches…<br />Lead Generation<br />Eligibility<br />WHAT<br />Bundles<br />Single Lead Product<br />HOW<br />Everything we thought we knew about offers was challenged.<br />Incremental sales from channel propensity alignment.<br />
  25. 25. Be methodical in your approach<br />Challenge conventional wisdom<br />Laser focus on a single, measurable objective<br />
  26. 26. Data Infrastructure<br />Brian MaupinDirector, Prospect Database Marketing, AT&T<br />
  27. 27. Frequency, Cadence, Rotation<br />Enhance with Additional Individuals<br />Original Raw Prospect List<br />PerformData Hygiene, Suppressions and Prioritized Rotation<br />ApplyModeling<br />Grow the Prospect Universe<br />Resident only or <br />1 individual per residence<br />Increase Data Quality<br />Refine Segmentation and Targeting; Identify Movers<br />WHEN<br />
  28. 28. Consolidation <br />to “One Version<br />of the Truth”<br />How to Optimize<br />WHO<br />HOW<br />WHAT<br />WHERE<br />WHEN<br />Leadership Alignment<br />Predictive Models made Comparable<br />WHEN<br />
  29. 29. For every goal you set, there will be a challenge.<br />GOAL<br />CHALLENGE<br />Accuracy<br />Data<br />Standardization<br />Change<br />Optimization<br />Test & Learn<br />Flexibility<br />Find Balance<br />ROI<br />Expectations<br />
  30. 30. More marketable leads<br />Data management improvements<br />An ongoing evolution from here…<br />
  31. 31. What have we learned?<br />Change is rarely easy, but it often provides exciting opportunities for improvement.<br />Create a vision for where you are going and let that vision be your guide.<br />Be disciplined in your approach and try not to overcomplicate ideas.<br />Find the determination to persevere; it will be worth the challenges in the end.<br />Vision. Discipline. Determination!<br />