Venue:
DMA Seminar Center
1120 Avenue of the Americas, 13th fl
(between 43rd and 44th Streets)
New York, NY

Most direct marketers use “list selects” to rent promising names from vertical lists. They then use a single model, individual or household, to score and select responsive names. In the absence of good net name arrangements, they mail all unmatched and unscored names, thus reducing overall response rates. The response rate from many lists tends to be marginal: not good enough to roll out but not so low to never test again. Many lists are tested over and over again, often using different selects, but never come out of list purgatory.

Response rates can be increased, list performance enhanced and the cost of acquiring new customers reduced when geographic models - ZIP Code, Census tract and block group – are used in conjunction with individual or household ones. This is true without negotiating better net name arrangements, though doing so adds to the financial benefits.

This session will demonstrate how to control list rental expense and increase return on prospecting investment by using ZIP Code models to rent the best names, block group models to score unmatched names or those with missing data, and enhancing targeting precision with Census tract models.

1. Why net name arrangements can sink a campaign
2. Reasons why list selects are not the optimum way to rent names
3. How can you rent only the best names from a vertical list?
4. Ways to improve results from marginal lists
5. Why predicting individual response is not enough
6. Can you score unmatched names? Or those with missing data?
7. Are Census tract models better than block group models?
8. What to do when a rented list scores poorly
9. What results to expect by using individual and geographic models together