17/Nov/2009 mail deeper into my buyer & enquirer file

Through good customer database modelling we can delve deeper into your customer database and deliver maximum returns. You will be able to: 

• identify those customers most receptive to re-activation
• transform enquirers into buyers
• identify cross-selling opportunities
• suppress poor performing names

Customer database modelling based on transactional data adds valuable information on your customers providing you with an overall picture of their purchasing behaviour across multiple channels.

It can predict which of your customers will be most/least responsive to your offers by combining transactional and behavioural information across multiple mail order titles.

The modelling process is driven by common variables: 

• RFM (recency, frequency and monetary value)
• transactions with your brand
• transactions in your competitive category
• amount spent in your competitive category  

17/Nov/2009 re-activate lapsed customers

Once customers are recruited, it is vital that they are encouraged to purchase from you again. Furthermore, the cost of selling to an existing customer is significantly lower than the cost of recruiting a new one, so an effective approach to re-activation is an essential tool to ensuring profitability.

Your customer database is comprised of various names that have purchased from your company over a period of time and holds vital information on the characteristics of your customers. There may be names suppressed from your database that may still be an active purchaser of mail order products and by not mailing them, a sales opportunity is missed. As the information within the Abacus Alliance is based on multiple transactions, we are able to correctly identify and target more profitable names.

Remember, when you look at your customer database, all you can see is your customers transactional history with you.  However, Abacus has access to RFM (recency, frequency and monetary) values across more than 700 mail order titles, as well as seasonality and category information. 

17/Nov/2009 suppress poor performing names from my buyer / enquirer file

Your customer database is comprised of various names that have purchased from your company over a period of time and holds vital information on the characteristics of your customers. You may have a number of past customers who, for whatever reason, have stopped buying through mail order, yet are still being targeted on each mailing. By suppressing that name, the saved revenue can be allocated to a name more likely to provide you with returns.

We can identify and suppress those customers who are not purchasing from your catalogue or from within the mail order market within any given timeframe.  As a result, your response rate is improved, mailing costs and wastage are reduced and your overall return on investment increases.

14/Dec/2009 convert enquirers into customers

Someone who has requested a catalogue but has never purchased still represents a good prospect. We can help you separate your enquirer file into ‘catalogue collectors’ and real mail order buyers, allowing you to mail more profitably and efficiently convert enquirers into customers.

By identifying the characteristics of previous enquirers that had converted into customers, a model is developed. This model is then applied to the existing enquirer database and we identify those consumers that represent the best opportunity for conversion.  

14/Dec/2009 identify cross selling opportunities

We understand that you may have a company with many different brands under one umbrella. For those mail order companies with multiple brands and catalogues, we can help identify relevant customers from one title that would be most appropriate for cross selling to another, based on their purchasing behaviour across other mail order categories.

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 understand who to target with a mailing

Abacus Customer Campaign Management assists members in making informed audience selection decisions and managing the campaign planning & deployment process efficiently.

By combining the powerful, transactional information held on the Abacus Alliance with your customer database, effective campaign management can deliver intelligence that enables you to reduce your marketing costs and improve campaign ROI.

Campaign management can offer you:

Increased value of your customer database: Leverage the value of your customer information by delving deeper into your database to identify who is most likely to respond to your communications.

Audience selection tools: Primarily based on recency, frequency and monetary value and further enhanced by using Alliance transactional information and advanced modelling techniques, you get the best segmentation and selections for your campaigns.

Share of Wallet analysis: Increase uplift and avoid revenue cannibalisation by tracking customers’ activity in your competitive category.

Abacus Customer Campaign Management will provide a business solution that is delivered within an agreed budget and timescale that allows for effective campaign planning & deployment. 

14/Dec/2009 get help selecting those customers from my database most likely to prove profitable during a mailing campaign

Our analysts are experienced in recognising patterns within mail order data that reveal those of your customers most likely to respond to your mailing. Abacus Customer Campaign Management assists members in making informed audience selection decisions and managing the campaign planning & deployment process efficiently. By combining the transactional information held on the Abacus Alliance with your customer database, effective campaign management can deliver intelligence that enables you to reduce your marketing costs and improve campaign ROI.

Campaign management can offer you: 

Increased value of your customer database - leverage the value of your customer information by delving deeper and identifying those most likely to respond to your communications.

Audience selection tools - primarily based on recency, frequency and monetary value and further enhanced by using Alliance transactional information and advanced modelling techniques, Campaign Management gives you the best segmentation and selections for your campaigns.

Share of Wallet analysis - increase uplift and avoid revenue cannibalisation by tracking customers’ activity in your competitive category.

14/Dec/2009 combine my own customer level information with Abacus variables to decide who to mail

License Scoring

We can apply a model score and / or segment number to your entire customer database that combines with your own segmentation for each mailing. This helps you identify good prospects in your lapsed customer file and, conversely, poorer performing names in your recent buyers file. You gain Abacus intelligence on your entire customer database and subsequently reduce wasted mailing costs and increase ROI.

Data Tagging 

We can append more than 400 transaction-based variables to your own customer file.

These can include total spend across the Abacus Alliance, number of participants purchased from, number of transactions and recency of activity can be applied to each merchandise category.

These variables can then be used in conjunction with your own internal models and marketing selection strategy.