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Prospect Segmentation for Performance
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Prospect Segmentation for Performance

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  • Confirm hypothesisEliminate biasOptimize performance

Transcript

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