The constant need to reach the right prospect and lower acquistion costs is the basis of target marketing. CHAIDS, Tree and Regression Analyses all offer sophisticated statistical modeling programs. However, these models need the statistician to decide which variables are the most important.
Neural Nets offer a non-linear modeling technique that is capable of identifying multiple customer patterns and allowing the discovery of otherwise unsuspecting influences. The model reviews any number of variables provided, such as Age, Income, LOR, Dwelling, Marital Status, Mail Order Buyers, Credit Card Holder, Children, etc. There is no limitation on the number of input variables. It creates a connection between these variables. The model is "trained" to recognize those patterns which look like responders.
To begin the process, all we need from you is a mail tape with complete name and address, gross responses and booked accounts. If we are only analyzing a Pre Screen, then only a mail tape with booked accounts is necessary.
The mail tape is enhanced with demographics and psychographics. These data elements are inputted into the Neural Net which then begins its modeling process, using internal weights for each of the variables.
Once the process is completed, a gains chart is created scoring each record a value which is ranked from high to low. The score is matched to our database and a universe of prospects are identified. Each score level will also produce a profile of your responders.
This program offers a cost efficient approach to identify your most responsive segments using the latest in database marketing technology.
|
SEG #
|
RECORDS
|
RESPONSES
|
RESPONSE RATE %
|
CUM % RECORDS
|
Cum% RESPONSE CODE
|
CUTOFF
SCORE
|
|
1
|
55,210
|
1,334
|
2.42%
|
5.00
|
26.34
|
0.7515
|
|
2
|
55,180
|
794
|
1.44%
|
10.00
|
42.02
|
0.6948
|
|
3
|
55,208
|
550
|
1.00%
|
15.01
|
52.88
|
0.6315
|
|
4
|
55,202
|
446
|
0.81%
|
20.01
|
61.69
|
0.5943
|
|
5
|
55,132
|
358
|
0.65%
|
25.01
|
68.76
|
0.5426
|
|
6
|
55,130
|
278
|
0.50%
|
30.00
|
74.25
|
0.4951
|
|
7
|
55,172
|
226
|
0.41%
|
35.00
|
78.71
|
0.4548
|
|
8
|
55,173
|
181
|
0.33%
|
40.00
|
82.29
|
0.4216
|
|
9
|
55,103
|
134
|
0.24%
|
45.00
|
84.93
|
0.3909
|
|
10
|
55,250
|
134
|
0.02%
|
50.01
|
87.58
|
0.3548
|
|
11
|
55,220
|
108
|
0.20%
|
55.01
|
89.71
|
0.3207
|
|
12
|
55,306
|
115
|
0.21%
|
60.02
|
91.98
|
0.2922
|
|
13
|
55,218
|
83
|
0.15%
|
65.03
|
93.62
|
0.2686
|
|
14
|
52,961
|
82
|
0.15%
|
69.83
|
95.24
|
0.2612
|
|
15
|
55,567
|
58
|
0.10%
|
74.86
|
96.39
|
0.253
|
|
16
|
55,541
|
59
|
0.11%
|
79.90
|
97.55
|
0.2179
|
|
17
|
55,453
|
39
|
0.07%
|
84.92
|
98.32
|
0.1856
|
|
18
|
55,454
|
35
|
0.06%
|
89.95
|
99.01
|
0.1571
|
|
19
|
54,066
|
28
|
0.05%
|
94.85
|
99.57
|
0.1522
|
|
20
|
56,854
|
22
|
0.04%
|
100.00
|
100.00
|
0.1519
|
|
|
|
|
|
|
|
|
|
TOTAL
|
1,103,400
|
5,064
|
0.046%
|
100.00
|
100.00
|
100.00
|
|