2. Product Media Message Direct response requires continuous, data intensive insight delivery Test Data Learn Implement Refine
3. Director is more than just a response analysis tool Typical ‘DR’ response tools do just one task Plan Forecast Director links all elements of a response based campaign Total DR Campaign Management Analyse Analyse
4. Comprehensive in it’s multimedia capabilities Media Plans developed within system Daily feed of calls/ online stats & sales data from call centre/ Double Click Dynamic forecast generated from media plans Reports/Charting
5. Accurate through the development of bespoke FBD response tails Developed at a media owner, by day and even time of day level by product, Director’s forecasts will be accurate within a daily +/-5% tolerance
8. Key benefits of Director to FBD Single, multimedia campaign management of all DR activity, across all products Dynamic forecasting derived directly from plans and adapted to in-month performance Automatic, daily data feeds ensures detailed latest view of performance is always available to all stakeholders Enables faster, in campaign optimisation at a granular and holistic level A platform to enable better integrated, maximisation of FBD’s communication investment
9. Virgin Media case study The Challenge: Virgin Media is only available across 70% of the UK leading to high wastage issues in ‘national’ media vehicles. Online CPA’s were worsening year on year reducing the ability to grow the user base cost effectively 2008 available budget was down 12% y-o-y The Idea Utilise customer data and DR analysis to refine media selection and focus creative relevance to enhance performance
10. Using data insight to lead the planning Customer value segmentation with propensity modelling based on recency, frequency and value of transactions Matched the segmentation within Mosaic to highlight areas of high potential against areas of high serviceability Rank media vehicles based on coverage vs key high value potential target areas
11. Informing more than just media selection Increased focus of Door Drops and Direct Mail were ideal for increased offer relevance Match offers to customer segmentation and test messaging through the year Like for like performance variance of up to 85% between messages
12. Data centric targeting Director optimisation Messaging relevance Return on media investment up 29% Granular, data driven DR approach delivered for Virgin Media
