Transactional<br />Database<br />Marketing<br />TM2<br />StielScore Case Study<br />
Introduction<br />StielScore TM2<br />Stiel Direct LLC’s comprehensive response modeling toolset for customer and prospect...
Introduction<br />StielScore TM2:<br /><ul><li> Uses a multi functional platformthat incorporates all available data sets....
 Provides the ability to scoreeach individual customer and prospect.  Designed for multiple products, opening new vistas f...
 Gives a propensity profileacross prospects, customers, and products.  Enables clients to design Solicitation Programs to ...
Introduction<br />Among the more obvious benefits StielScore TM2 delivers are:<br /><ul><li>   	A comprehensive analysis o...
   	Control over which prospects receive which 	offers 	based on individual marketing profiles, rather 	than communication...
   The ability to cross-sell/up-sell beginning with the first 	point of customer contact for all products or 	services.</l...
Introduction<br />Additional Benefits of StielScore TM2:<br /><ul><li>Tailor marketing programs for each customer based 	o...
	Ability to recognize and respond to product 		configurations appealing to target segments of the 	Client’s customer base.
	This custom modeling capability can be built in as few 	as two weeks.
       The base model logic stabilizes as it incorporates all 	available data elements and can score new products, 	servic...
Case Study<br />Situation Overview<br /><ul><li>A large Insurance Company held a finite audience and wanted to maximize it...
It also wanted to deliver a target marketing solution that could be integrated into its own systems and be revised as need...
Case Study<br />Solution to Client Opportunity	<br /><ul><li> The Stiel Direct team developed a StielScore TM2 Modeling Pl...
 Stiel Direct determined & analyzed the customer & product clusters for cross sell behavior and opportunities
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Stielscore - Marketing Analytics and Modeling

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Building and using scorecards are an effective methodology for determining your best strategies and tactics to drive profits and customer satisfaction.

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Stielscore - Marketing Analytics and Modeling

  1. 1. Transactional<br />Database<br />Marketing<br />TM2<br />StielScore Case Study<br />
  2. 2. Introduction<br />StielScore TM2<br />Stiel Direct LLC’s comprehensive response modeling toolset for customer and prospect marketing. <br />Stiel Direct LLC (949) 300-8325<br />
  3. 3. Introduction<br />StielScore TM2:<br /><ul><li> Uses a multi functional platformthat incorporates all available data sets. StielScore TM2 can score each individual prospect and/or customer's propensity for specific products, services and conditions.
  4. 4. Provides the ability to scoreeach individual customer and prospect. Designed for multiple products, opening new vistas for managing marketing programs across multiple programs.
  5. 5. Gives a propensity profileacross prospects, customers, and products. Enables clients to design Solicitation Programs to systematically target each product to the most responsive customers and prospects, while avoiding the unproductive audiences. </li></ul>Stiel Direct LLC (949) 300-8325<br />
  6. 6. Introduction<br />Among the more obvious benefits StielScore TM2 delivers are:<br /><ul><li> A comprehensive analysis of all products/services in relation to the customer and prospect portfolios.
  7. 7. Control over which prospects receive which offers based on individual marketing profiles, rather than communication frequency calculations.
  8. 8. The ability to cross-sell/up-sell beginning with the first point of customer contact for all products or services.</li></ul>Stiel Direct LLC (949) 300-8325<br />
  9. 9. Introduction<br />Additional Benefits of StielScore TM2:<br /><ul><li>Tailor marketing programs for each customer based on their overall Propensity Profile and Projected Value.
  10. 10. Ability to recognize and respond to product configurations appealing to target segments of the Client’s customer base.
  11. 11. This custom modeling capability can be built in as few as two weeks.
  12. 12. The base model logic stabilizes as it incorporates all available data elements and can score new products, services or conditions in hours.</li></ul>Stiel Direct LLC (949) 300-8325<br />
  13. 13. Case Study<br />Situation Overview<br /><ul><li>A large Insurance Company held a finite audience and wanted to maximize its market share, while minimizing its noise to its customers and prospects.
  14. 14. It also wanted to deliver a target marketing solution that could be integrated into its own systems and be revised as needed.</li></ul>Stiel Direct LLC (949) 300-8325<br />
  15. 15. Case Study<br />Solution to Client Opportunity <br /><ul><li> The Stiel Direct team developed a StielScore TM2 Modeling Platform Score Card for an Insurance Company to increase marketing effectiveness and efficiency
  16. 16. Stiel Direct determined & analyzed the customer & product clusters for cross sell behavior and opportunities
  17. 17. Stiel Direct scoring can be implemented in batch mode or in real time
  18. 18. Stiel Direct models can be monitored & revised as required by market conditions</li></ul>Stiel Direct LLC (949) 300-8325<br />
  19. 19. DatabaseBuild<br />Stiel Direct LLC (949) 300-8325<br />
  20. 20. Model Development<br />Client supplies<br />customer &<br />prospect files <br />with all<br />available data<br />Multiple<br /> Scores<br />Build Universe <br />Logic incorporating <br />200 plus binary variables<br />Marketing<br />programs<br />Product <br />Clusters<br />StielScore<br />TM2<br />Platform<br />Results/<br />Analysis<br />Data <br />Evaluation<br />Additional<br />data appended<br />if needed<br />Customer <br />Value<br />StielScore TM2<br />Models the total universe to build Score Cards <br />to targeted relevant products and services<br />
  21. 21. Customer Segmentation<br />Life Ins<br />Products<br />Equity<br />Products<br />Property<br />Products<br />Auto<br />Credit<br />Products<br />StielScore TM2ModelingPlatform<br />StielScore TM2 is capable of calculating Probability Scores for all products and services. This provides powerful Decision Support Tools to determine acquisition, activation, usage, and retention strategies. <br />Other applications include<br />product development, creative, offers and customer value propositions.<br />Stiel Direct LLC (949) 300-8325<br />
  22. 22. Customer Analysis<br />Mapping of high scoring prospects provides decision support information for Media, Branch, Franchisee, or Dealer Placement.<br />Stiel Direct LLC (949) 300-8325<br />
  23. 23. Segmentation<br />Clusters can be <br />created through <br />Probability Scores. This is indispensable for determining high-priority customer and product segments based on response <br />Stiel Direct LLC (949) 300-8325<br />
  24. 24. Telemarketing Application<br />StielScore TM2 was implemented to determine the<br />propensity for each prospect to purchase a third party offer via telemarketing. This model was designed to target only the most likely new customers.<br />The model’s increased gross revenue as well as driving the net response.<br /> Gross Net<br />Score Level* Response Response<br />High Scores 4.26% 3.61%<br />Mid Scores 3.02% 2.36%<br />Low Scores 2.38% 1.87%<br />*For readability at the telemarketer, scores <br />were broken into three equal buckets<br />Stiel Direct LLC (949) 300-8325<br />
  25. 25. Telemarketing Application<br />Sample Scored <br />File to Telemarketer<br />Build Initial <br />Model/s<br />Client <br />Supplies<br />Customer /<br />Prospect Files<br />StielScore TM2<br />Platform<br />Telemarketing is started <br />to obtain approximately<br />1000 Responders<br />Then e mailed to Stiel Direct<br />StielScore TM2<br />develops, <br />builds, and revises<br />Response Models in order to maximize the selling opportunities.<br />Actual Market <br />Responders <br />Are Used to Check / <br />Revise Model <br />Telemarketer<br />Continues <br />to Market<br />Remaining <br />Marketing<br />File is Scored and sent to<br />Telemarketer within<br />48 hours<br />Final Net Responders<br />are sent to Stiel Direct to<br />revise Production Model<br />Stiel Direct LLC (949) 300-8325<br />
  26. 26. Summary<br /><ul><li> The StielScore TM2 program delivers comprehensive targeting capability and analysis of Customer and Prospect Portfolios.
  27. 27. The Base Model can be developed in as few as 10 days.
  28. 28. Production Scoring can be implemented immediately thereafter.</li></ul>StielScore TM2 decision support tools provide aggressive applications to determine marketing strategies and tactics<br />Stiel Direct LLC (949) 300-8325<br />
  29. 29. Contact<br />Daniel Stiel<br />Stiel Direct LLC<br />PO Box 51084<br />Irvine, CA 92619<br />(949) 300-8325<br />Stiel Direct LLC (949) 300-8325<br />

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