Case histories client processing and campagings.

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DMS Applications & Case Histories
DMS provides customized content and processing solutions for business-to-business
(BTB) and business-to-consumer) BTC marketers. Industry expertise includes financial
services, telecommunications, business services, office products & office technology,
publishing, industrial supplies, and MRO products. A few examples of our work follow.
Business Banking – New Demand Deposit Account (DDA)Activation
Our client has a banking network of several thousand branches. The client wished to
develop new DDAs to help fund loan origination. DMS mapped out and executed a plan
that
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Identified and delivered a source of brand new business starts each week.
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Matched the new business listings to each branch on the basis of proximity and
coded the new business starts by branch office. New business starts that were
outside of branch proximity were coded to a central telemarketing group.
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Included a customer suppression step that deleted any start ups that were related
to existing bank customers.
The results: 6% conversion rates of new DDA accounts by the branches and 11%
conversion by the central call center. The return has been ten-fold.
Consumer Credit Card – New Account Acquisition
Our client is an issuer of consumer credit cards. The client wanted to test the waters in
the ITA (invitation to apply) world. In ITA solicitations, respondents are pre-qualified to
fill out a credit card application. No consumer credit data are used in the modeling to
ensure the client stayed within FCRA guidelines.
DMS sourced demographic data and facilitated the development of a model to predict
mail response. A regression model was built and the top decile performance was three
times greater than the bottom decile. The model was used to select the mailing universe
for quarterly campaigns using top decile scores.
The results: the response rates were 20% higher than plan.
846 W. Sleeping Snake Place Oro Valley, AZ 85755 520-333-2601
www.dmsgroup.us

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Business Publishing – Customer Data Integration and Data Management
Our client, a multi-national publisher of technical information for businesses, was
looking for a multi-tiered solution to help them manage their customer data and facilitate
direct response campaigns. Our solution:
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Matches new accounts each week to a compiled data source to rationalize and
append firmagraphic data to customer matches. This cleansing enables our client
to identify the business unit the customer falls within and identifies the types of
communications that new customer should receive.
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Process customer data every six months and update the records with accurate
firmagraphic data (location, NAICS/SIC, employees, et al), which helps our client
link the customers together by enterprise. This linkage improves their ability to
understand share of wallet by account.
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Perform merge/purge and postal processing on all customer and prospect mail
lists to ensure deliverability and minimize mail waste.
The results: 18% cost savings over previous services providers’ efforts.
Telcom – Customer Email Appends
Our client is a provider of local exchange telephony – both voice and data – in a number
of US markets. They wanted to identify means of increasing their email address
coverage for their customers for various electronic communications programs they
conduct with their customers. For their commercial accounts, we . . .
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Matched their contacts by account to multiple data sources. Where they were
missing key contacts by functionality, we added decision-makers.
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We appended and manufactured email addresses to the customer file, opted-in the
email addresses and returned the opt-ins and outs to the client.
The result: 15% increase in coverage rate of contacts at their existing customer sites.