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.
Be methodical in your approach Challenge conventional wisdom Laser focus on a single, measurable objective
Data Infrastructure Brian MaupinDirector, Prospect Database Marketing, AT&T
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
Consolidation to “One Version of the Truth” How to Optimize WHO HOW WHAT WHERE WHEN Leadership Alignment Predictive Models made Comparable WHEN
For every goal you set, there will be a challenge. GOAL CHALLENGE Accuracy Data Standardization Change Optimization Test & Learn Flexibility Find Balance ROI Expectations
More marketable leads Data management improvements An ongoing evolution from here…
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!