17/Nov/2009 find tailored names that will respond to my offer

Past buying behaviour is the best predictor of future behaviour. Transactional data reveals these patterns and provides accurate information on what your market is doing. It identifies those consumers that are actively purchasing through the mail and responding to other catalogues and by identifying those that resemble your current customers, you can ensure you target the right people at the right time with the right offer. 

Modelling consists of:

1. Define which buyers to profile - the most effective buyers from your customer file are identified.
2. Define the prospect universe – prospective buyers that have demonstrated similar transactional patterns to your customer with other catalogues are pooled together.
3. Run the model – your customers are compared with the newly identified prospects.  Their similarities and differences are the ranked during the model process, these ranks are then divided into segments with the best names falling in the top segments. 

17/Nov/2009 market to UK households that are proven to purchase from multiple mail order offers

Over 700 catalogues feed their transactional data into the Alliance, incorporating 18 million UK households and 500 million transactions.  This wealth of information gives us an industry leading view of the home shopping market landscape and we are uniquely placed to identify those households and prospects that are most responsive to mail order offers

 We place a great emphasis on keeping the Alliance data fresh and recent.  As a result, you are able to target those consumers purchasing through home shopping right now.

17/Nov/2009 identify people who buy Continuity offers

Marketing a Continuity offer presents different challenges to the marketing of a traditional catalogue.  A different purchase pattern is employed from which Continuity purchasers can be identified.

 Abacus members usually take two main approaches to Continuity mailing: 

• Target consumers who will commit to regular purchases
• Target consumers who will make payments in instalments

14/Dec/2009 identify consumers that purchase Solus offers

A mailing piece that offers one product (a Solus offer) is a different proposition to a catalogue with it’s wide variety of goods. Whilst there are similarities between these two areas of direct mailing, Abacus has created a solution that recognises the nuances.

We help you identify the ideal group of past customers to mirror when finding prospects for your specific Solus. This, in combination with a large number of buyers who have purchased from other Solus offers, enables us to find high performing prospects for you to mail.

Solus offers can have a limited time span and they are often connected to a date or event. In turn, this means that the test to roll out strategy is considerably shortened and Abacus Solus solutions are designed with this in mind. 

14/Dec/2009 identify a fully customised solution that can grow according to my mailing volume needs

Harnessing transactional data can increase the share of wallet you hold among your current customers and allow you to target profitable, well-performing names on any scale – large or small. Abacus solutions are completely scalable – we can build models and segments of differing sizes depending on your requirements.

Abacus [ONE] has been specifically designed for those members that are looking to quickly recruit a large number of customers with a set budget.

Advantages of using the Abacus [ONE] solution include: 

• improved responsiveness 
• a larger available universe of names
  
• limited test volume needed to gain learning on large roll out volumes
  
• simplified order and model selection process
  
• improved return on marketing investment
  

14/Dec/2009 identify data that will perform at my preferred acceptable criteria

Current transactional data is essential in providing accurate and reliable information on what your market is doing. Using Abacus modelling techniques, you can identify large quantities of names that meet or exceed your acceptable performance criteria.

There are a number of different model types from which to choose, each with their own distinct advantages and in order to identify which model is best suited to meet your specific needs, testing is vital.

Through testing a selection of models, you will effectively identify your control model. This is the model that has shown the best performance throughout the testing phase and meets your pre-determined acceptable levels.

As the most effective model, it will allow you to maximise all opportunities and then use it as a benchmark when testing the effectiveness of further models when increasing volumes. 

14/Dec/2009 calculate the ROI from a previous mailing

Through match-back analysis, we are able to provide not just Average Order Value (AOV) and response rate analysis, but also the contribution per customer and short term Lifetime Value.

Match-back analysis ensures each customer is correctly allocated to every data supplier, so that if a particular data source appears low down in your de-dupe hierarchy, it does not suffer from having the response allocated to a list further up the hierarchy.

Full results analysis should take into account your gross and net sales, margin, catalogue and data prices and fulfilment cost. The more information you share, the more insight you will gain on your mailing strategy. 

14/Dec/2009 purchase data that is net of my customer database

14/Dec/2009 have my own pool of data from which to draw names for my prospecting campaigns

Abacus [360] gives you your own customised Prospect Pool. This is a database filled with prospective customers from Abacus and / or a selection of multiple sources.

Abacus [360] offers you the ability to switch from managing and purchasing data from several sources, merging the various data sources together and then mailing, to creating one large universe of possible prospects and selecting who to mail directly from this pool.

Benefits to using a Prospect Pool:  

• Increase segmentation and targeting of selections - by building a prospect pool, you can make selections in far more creative ways. 
• Increase efficiency and flexibility - immediately accessible data means you can move from mailing inception to execution with speed
• Eliminate unwanted duplicates - consumers aren’t limited to purchasing from one company and as a result, may exist on multiple customer databases available for rent. The extra costs and increased time involved in processing these duplicates is removed by purchasing a record once with a multi-use rental license