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May 23, 2013
Introducing Customized Insight That Is Efficient And Cost-Effective
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Like most direct marketers, you would like more useful insight into your current and prospective customers. Effective data models enable enhanced customer and prospect profiling, improved segmentation, more efficient usage of marketing assets, and better overall results. But where do you begin? If you’ve already looked into developing or outsourcing data modeling capabilities, you may have concluded that despite the potential benefits, most data modeling strategies are too involved, too expensive, and may not meet your specific needs on a timely basis.
Consider ModelSelectSM, an efficient and cost-effective new data modeling solution developed by Speedeon Data. ModelSelect enables you to improve direct marketing results by identifying key attributes of your best performing customers or prospects, and by focusing on your highest potential targets. And unlike most data modeling solutions that involve significant upfront investments in time, money and other resources, ModelSelect provides insightful and actionable results quickly and cost effectively.
ModelSelect utilizes your historical response or sales data in combination with advanced statistical modeling algorithms and Modeled Demographic data to generate a customized data model whose results are client-specific and actionable. Since Modeled Data provides highly accurate demographies (96% accuracy), for a high percentage of the population (99% coverage), ModelSelect is an extremely robust analytical tool that can be applied to a wide range of marketing scenarios.
ModelSelect initially appends up to forty modeled data elements to your historical response data. Then, based on their relative correlation to response, the most influential modeled data selects are identified. For each of the selected attributes and relevant attribute ranges, contact records are ranked and categorized by “Likelihood of Response”. Using the model’s output, you are able to selectively target direct marketing initiatives to specific groups of high responders. As a result, ModelSelect enables you to increase relative response rates and other topline metrics, reduce non-productive direct marketing costs, and improve overall return-on-investment. Consider ModelSelect for your next direct marketing project.
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Posted by Mary Mohr
on May 23, 2013 at 10:17 AM
in News & Updates |
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May 9, 2013
The Art and Science of Integrated Marketing
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Simply stated, integrated marketing campaigns work. Marketing campaigns in which multiple media channels reinforce a message, offer, or desired behavior consistently outperform single-media approaches. The ability for integrated marketing approaches to generate added value, improve performance, and increase ROI has been demonstrated through a myriad of research findings, case studies, and white papers.
However, disorganized, multi-channel, “shotgun” programs ironically “miss the mark” performing little better than single-media approaches while creating their own unique problems. There is an art and science to integrated marketing, and successful campaigns require careful planning and a systematic approach.
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Clearly define your goals & objectives.
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What is your goal or desired outcome? Do you want to acquire new customers, retain current customers, re-engage lapsed members, increase short-term sales, or drive online traffic?
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Do your objectives support your goals and are they measurable? For example, you may want to increase loyalty program enrollment by 20%, increase website visits by 15%, or increase store sales by 10%.
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Develop integrated strategies and tactics to achieve your objectives.
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Use offline communications to drive online behavior.
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Soften the beaches: Utilize direct marketing prior to telemarketing to increase sales conversions.
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Remarketing: Follow-up telemarketing with email or other direct mail in order to close sales.
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Make certain that tactics are measurable and can be compared to your objectives.
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Analyze, score and segment and optimize your customer data.
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Develop Regency-Frequency-Monetary Models using transactional data.
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Segment your customers by appending demographic or modeled demographic data.
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Consider running data models to predict customer response (Response Models) or to identify more of your best performing customers (Cloning Models).
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Make certain your contact data is current, accurate and complete using appropriate data hygiene, data optimization, and data append programs.
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Develop, Execute, Test, Analyze, Modify: Messages, Offers, Creative & Audience
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At this point, you are ready to develop and execute your integrated marketing plan.
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To maximize results in the long run, be certain to drive continuous improvement within your marketing programs by on-going testing, analysis, and modification of the creative, offer, message, and audience components of your campaign.
Through careful planning and a systematic approach that considers both short-term results and long-term success, you will get the most out of your integrated marketing programs.
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Posted by Jim Iott
on May 9, 2013 at 1:28 PM
in Direct Marketing |
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April 22, 2013
Speedeon Data Celebrates Its Five-Year Anniversary
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This April, Speedeon Data is celebrating its 5th Year Anniversary. Providing the highest quality contact data, delivered expeditiously through the most innovative data products and services, has not always been the easiest path to follow or the most profitable short-term strategy. But it has been the formula and the unique value proposition that we have consistently maintained over the past five years. With the support of our investors, our employees, and most importantly, our clients, all for which I am personally grateful, the strategy has worked. Speedeon Data is a young but growing company on solid financial footing with a bright future ahead.
In the process of attaining our unique leadership position within a crowded data services marketplace, we have undertaken many changes. We built and then rebuilt our leading-edge data platform and data infrastructure. In order to create a more structured and relevant portfolio of data solutions, we completely reconceived our product offering, which now contains nearly 30 data products and services. We also completed a total overhaul of our website and underwent several rebranding initiatives.
Speedeon Data has continued to improve its core address, phone and new mover data assets. We added important new data sets as well, including email, enhanced demographic and modeled demographic data, social media profiling data, and small business scoring/business analytical data. Although real-time data append, reverse phone append, and new mover programs continue to be mainstays, Speedeon Data has developed new, industry-leading data solutions, including modeled new mover programs and advanced data hygiene solutions.
Most importantly, over the past 5 years, we have learned some important lessons. We’ve learned that understanding our clients’ business objectives and their specific direct marketing goals leads to better, more value-based solutions, and superior results. We’ve learned that our clients’ success is both a measurement of and a means to our own success. We’ve learned that collaborative relationships endure, and over time, appreciate in value for everyone involved.
We look forward to serving our clients for the next five years and beyond. Thank you for sharing in our success.
Sincerely,
Gerard Daher
President & CEO
Speedeon Data
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Posted by Jim Iott
on April 22, 2013 at 11:22 AM
in News & Updates |
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Choosing Your Next Data Services Provider
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The right data services provider can have a dramatic impact on your direct marketing programs by providing customer and prospect data that you need but do not have, and by enhancing the data that you already have. But the data services market is a crowded one containing a wide range of providers with varying levels of experience, capabilities and data quality. Engaging with a data services provider, like other important decisions affecting your business, should be carefully evaluated. Here are some things to consider…
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Comprehensive and Current Data Sources: Volume and frequency of data updates are key to maintaining accurate contact data. To ensure the highest degree of data accuracy and currency, consider a provider who processes large volumes of (i.e., several thousand) data feeds from public and proprietary sources on a frequent (i.e., nightly) basis.
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Access to Mobile Phone Data: With mobile phone usage on the rise, including a growing segment of people using mobile phones exclusively, the importance of mobile phone data continues to increase. Access to large amounts of mobile data not only impacts mobile marketing initiatives directly, it also enables higher and better quality match rates, and facilitates more effective data append and data hygiene programs.
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Demographic and Modeled Data: High quality and extensive demographic data means improved customer insight and data analytics. Consider a data provider with access to modeled data, which provides highly accurate and current attributes for more than 95% of the population, and enables compliance with privacy and security regulations.
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Advanced Data Hygiene Solutions: CASS, Delivery Point Verification, NCOA, and Secondary Address Processing are data hygiene fundamentals. Considering a data provider who offers Proprietary Change of Address (to identify the approximately 50% of movers who don’t utilize NCOA), and Advanced Address Verification solutions, will further improve direct mail results.
Consider a Data Services Provider Who:
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Understands your specific direct marketing needs and has experience across a range of industries.
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Provides a range of innovative data services, such as data hygiene, data optimization, data append, and new mover programs, available through automated real-time and batch interfaces.
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Possesses strong data modeling and analytical capabilities.
Finally, consider a data services provider who is interested in building a collaborative and enduring “client” relationship, rather than short-term “customer” engagement. By taking the time to understand your business objectives and to develop value-centric solutions based on your specific direct marketing needs, the right data services provider will provide your company with superior results over the long-run.
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Posted by Mary Mohr
on April 22, 2013 at 10:42 AM
in Database Marketing / CRM |
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April 12, 2013
Modeled Data Provides A Model Approach To Direct Marketing
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Are you aware that Modeled Data can be more accurate, powerful and complete than traditional demographic data? Modeled Data has many advantages over traditional demographic data, and can be used in a wide variety of direct marketing, customer segmentation, and data modeling applications. Unlike traditional demographic data, which attributes a demography directly to an individual or household, Modeled Data aggregates inferred demographic attributes at a granular level – all the way down to the Zip+4 level, or roughly 4-8 households.
Modeled Data provides:
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Superior coverage. Unlike traditional demographic data, which is typically available on 30-60% of an audience, Modeled Data is available on 95+% of data records, and it is accurate up to a 93% confidence level.
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“Headless” Data. Because Modeled Data is inferred and not directly attributable to an individual, it is therefore compliant with privacy and security regulations such as the FCRA and GLB Acts, which prohibits marketers from targeting individuals based on certain factors, such as credit scores.
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Data Currency. There is no lag time associated with Modeled Data. Unlike traditional demographic data, Modeled Data is always current and up to date, which can be important when timeliness is a critical factor, such as new mover marketing.
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Key insight. Since Speedeon Data compiles its Modeled Data from over 120 sources of demographic and other lifestyle data, it is able to model and score a wide range of data elements, including: affluence, credit worthiness, home ownership, education, marital status, presence of children, purchase behavior, religion, politics, etc.
Modeled Data can be appended to virtually any data set in real-time or batch mode. Speedeon Data customers use Modeled Data in a variety of applications, including:
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Reduction of low performing records within direct mail campaigns
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Model development
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Data segmentation and analysis
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Improved customer insight and prospect profiling
Speedeon Data’s Modeled Data increases the value of your underlying customer data by providing better customer intelligence and enhanced prospect targeting capabilities.
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Posted by Mary Mohr
on April 12, 2013 at 12:38 PM
in Direct Marketing |
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January 16, 2013
The Mover Life Cycle: Making All the Right Moves With New Movers
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With new homeowners spending on average $9,000 and renters spending on average $4,000 prior to and following their relocation, pre-movers and new movers represent a lucrative market for companies offering a wide spectrum goods and services. And, since movers are twice as likely to switch brands as non-movers - typically establishing more than 70 new business relationships within months of moving - reaching these movers at the right time with the right message is critical to successful customer acquisition, as well as customer retention, strategies.
But movers make up a complex and dynamic target whose members possess myriad combinations of demographic, psychographic and geographic characteristics, and who exhibit changing purchase patterns as they migrate through the pre-move and post-most phases of a mover life cycle. Ultimately, the most successful companies are those who have the best understanding of this mover life cycle, and possess the tools, insights and capabilities necessary to effectively identify and communicate the best offer at the right time to their most valuable customers and highest potential prospects.
We developed The Mover Life Cycle to illustrate the key stages that pre-movers and new movers move through during their relocation. We include key products and services that appeal to movers at different stages in this process. We also include information about Speedeon Data’s suite of pre-mover and new mover products, which utilize industry-leading approaches and the most accurate and comprehensive pre-mover and new mover contact data available. Hopefully the Mover Life Cycle along with Speedeon Data’s pre-mover and new mover products will enable your company to make all the right moves when it comes to new movers.
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Posted by Mary Mohr
on January 16, 2013 at 12:20 PM
in Direct Marketing |
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January 8, 2013
New Case Study Demonstrates the Value of Advanced Data Hygiene
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A newly published case study by Speedeon Data demonstrates how a leading online specialty retailer utilized advanced data hygiene to significantly improve the quality of its customer data. Prior to rolling out a direct mail customer activation program, the retailer’s customer file was scrubbed using MVPAddressSM, a proprietary data hygiene solution developed by Speedeon Data that employs artificial intelligence and control data, in conjunction with: market leading CASS and NCOA processing, large repositories of referential data, and Speedeon Data’s Proprietary Change of Address. MVPAddress generated significant results, increasing mailable records by more than 1.2 million customers and saving of more than $1.25 million annually in non-contributing postage and printing costs. For more details, please download the complete case study.
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Posted by Mary Mohr
on January 8, 2013 at 12:42 PM
in Database Marketing / CRM |
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December 7, 2012
Speedeon Data Gives Thanks by Giving Back
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For the past two years, on the morning before Thanksgiving, the employees of Speedeon Data have put business aside and volunteered at the Cleveland Foodbank, in order to help those less fortunate, who are in need and facing hunger. In addition to donating food and household items, we have volunteered our time: collecting, sorting and repackaging food items in the facility’s warehouse. This year, we had the opportunity to prepare weekend meal packages for needy children in the community.
Working together as a team, we want to demonstrate how companies, such as Speedeon Data, can make a difference in the lives of those less fortunate. We are grateful for the good fortune and many blessings that Speedeon Data, and we as individuals, experience throughout the year; we feel it is important to give thanks by giving back to our community and extending a helping hand to those in need, especially during the holiday season.
The Cleveland Foodbank supplies the majority of food that is used in local hunger programs. These programs include local hot meal sites, shelters, food pantries, child care centers, group homes and programs for the elderly. The Cleveland Foodbank is a non-profit facility that functions solely on donations and volunteer services. For more information or if you would like to make a donation, please visit http //www.clevelandfood bank.org.
By Jessica Grassi, Speedeon Data Analyst and organizer of Speedeon Data’s annual Cleveland Foodbank donation and service initiative.
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Posted by Jim Iott
on December 7, 2012 at 8:25 AM
in News & Updates |
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December 5, 2012
Advanced Data Hygiene: More Lessons Learned From Your Dentist
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Ok, you vigilantly brush and floss in the morning, at night, and in between meals. You religiously rinse with the latest anti-bacterial, super-fluoridated, ADA-endorsed mouthwashes. Your idea of a “treat” is periodically giving your already pristine “chompers” a surgical dousing with your top-of-the-line water flosser. Good for you and your teeth - you are doing all you can to battle tooth decay and gum disease.
Dentists Are Critical To Dental Health
As much as you hate it though, you still have to make those dreaded trips to the dentist. To begin, you simply can’t match the hygienist’s thorough cleaning and polishing. You can’t spot a minute crack in that old filling that left untreated might lead to a root canal. You can’t assess the long-term impact of an impacted wisdom tooth. Nor can you straighten a crooked smile. Armed with advanced training, years of practice, and access state-of-the-art dental technology and materials enable, your dentist is able to accurately diagnose and effectively treat a broad spectrum of diseases, disorders, and conditions, well beyond typical issues of tooth decay, gum disease, and even cancer screening. Regular dental check-ups are critical to your long-term dental health and overall well-being.
Advanced Data Hygiene Is Critical To High Quality Data
All of your brushing, flossing and rinsing are extremely important though. And, as with daily dental hygiene, there are things you can do in-house to help maintain your customer address data. But routine data hygiene only goes so far. If you want to achieve that highest quality customer data, then you need advanced data hygiene. Advanced data hygiene is like taking your customer contact data to the dentist.
MVPAddressSM - Mail Variable Processing, is a proprietary advanced data hygiene solution developed by Speedeon Data® for direct marketers focused on maintaining the most accurate customer contact data. With MVPAddress, Speedeon Data provides industry leading data hygiene and address deliverability by leveraging key components, including: CASS software, Address Standardization metrics, our Proprietary Change of Address service, as well as the National Change of Address.
So bring your contact data in for an advanced data hygiene checkup. MVPAddress will deep clean your contact data by effectively matching and confirming more of your data records, and making substantial updates and corrections to missing or inaccurate contact data. Maintaining the highest contact data quality and address deliverability means better response rates at lower costs… so smile, relax, and open wide.
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Posted by Jim Iott
on December 5, 2012 at 9:55 AM
in Database Marketing / CRM |
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November 26, 2012
There's No Place Like The Post Office For The Holidays...
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With this year’s holidays just around the corner, the U.S. Postal Service once again has published its truly eye-opening “Holidays By The Numbers” brochure for 2012. The U.S. Postal Service continues as a 65 billion dollar company serving more than 150 million American homes, businesses, and PO Boxes in every state, city, town and borough in the country — delivering nearly 40 percent of the world’s mail.
The following numbers demonstrate the massive scale on which the USPS brings people together throughout the country and around the world during the holiday season:
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237 - Number of years U.S. Postal Service has been delivering holiday cheer
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17.9 billion - Amount of cards, letters and packages to be delivered between Thanksgiving andNew Year’s Eve
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658 million - Number of pieces of mail processed on Dec. 17, the busiest mailing day of 2012
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29.5 million - In pounds, the amount of mail the Postal Service will process for overseas military installations
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170,000 - Number of vehicles used to transport holiday mail
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2.5 billion - Amount of holiday stamps the Postal Service has available this year
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242 million - Number of customers who visit a Post Office during the holidays
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37 million - Customer visits to usps.com during the holidays
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Monday, Dec. 17 - Busiest MAILING day for holiday cards and packages
It looks like Santa may have some competition!
More interesting statistics are available in the USPS’s 2012 “Holiday By The Numbers” brochure.
Happy Holidays to our friends at the U.S. Postal Service from Speedeon Data.
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Posted by Mary Mohr
on November 26, 2012 at 4:01 PM
in Direct Marketing |
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November 12, 2012
Data Decay: Lessons Learned From Your Dentist
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Ten out of ten dentists will likely tell you that the secret to keeping a pearly-white, cavity-free smile is daily dental hygiene. Bacteria and food form plaque and acids in our mouths, which unfortunately results in decay. This process is relentless, and although regular dental check-ups are important, we all know the primary means of battling persistent tooth decay is daily dental hygiene – such as brushing, flossing, and even rinsing with antiseptic mouthwash. Those who adhere to these routines (and who are fortunate enough to have strong tooth enamel) are likely to avoid painful and costly dental visits resulting from cavities or even more extreme procedures…crowns, root canals, tooth extractions, or even dentures. Ugh!
Data Decay and The Costs of Data Hygiene Delay
A similar situation exists with customer contact data. In the case of contact data, people move, change names, disconnect phones, add phones, or change phone numbers. Or sometimes contact data is simply input incorrectly by CRS agents or directly by customers. All of these conditions contribute to “data decay.” Instead of cavities or gingivitis, data decay results in decreases in contact rates, presentation rates, and conversion rates within call centers, or delivery rates and response rates in the case of direct mail. At the same time, “diseased” contact data increases telemarketing costs, such as operator waiting times, or in the case of direct mail, non-contributing costs, such as printing and postage costs associated with non-deliverable mail.
Customer data decays at a rate of about 2.5 percent per month. Extrapolated out, that equates to approximately 10 percent per quarter, and 30 percent per year. Data decay quickly spreads along with its associated costs. Similar to good dental hygiene, the cornerstone of an effective data hygiene program depends on the consistency and frequency of data updates.
A Solution That Will Put A Smile On Face
Speedeon Data’s® DataWatchSM service provides an easy-to-manage, cost-effective and highly customized solution for keeping your contact data clean, current, and decay-free. By hosting and maintaining a subset of your current or prospective customer database - typically name, address and telephone data - Speedeon Data is able to provide consistent updates (usually weekly) of updates to your contact data file. Your mail files are kept up-to-date through CASS/DPV corrections, NCOA & PCOA updates, secondary address append, and new listing updates. We also provide updates regarding contacts that have disconnected, ported, or added landline or wireless phone lines.
Based on your needs, Speedeon Data will develop a customized DataWatch solution. Since DataWatch is available on a subscription basis, regular updates dramatically minimize data degradation due to normal data churn and data decay - so your data is always current and ready for deployment in important direct marketing initiatives. Plus, the DataWatch subscription model provides a highly predictable and effective means of managing costs associated keeping your contact data current. Now that should put a smile on your face.
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Posted by Mary Mohr
on November 12, 2012 at 3:21 PM
in Database Marketing / CRM |
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