By Bruce Meberg, senior vice president of Business Development, USADATA, Inc.
In order to reach the right audience for direct marketing acquisition campaigns, companies need to know as much as possible about their customers. Appending additional fields of information to each customer record is a great first step. There are several great business elements (e.g., industry, company size) and hundreds of potential consumer elements available (e.g., age, income, gender, marital status, home owner, life stage cluster, interests, etc.). A life stage cluster is a group of households with similar demographic characteristics and propensity to buy certain products and services.
One approach to gaining insight into customers that provides much of the benefit of high-end custom models, but at a fraction of the time and cost, is to append life stage clusters to each record, then analyze which clusters are appearing in the customer file more than would be expected (based on the cluster’s average share within the target geography). The highest 10-20% (7 to 15) of “indexing” clusters from the profile analysis can then be used to select prospect lists for acquisition campaigns. Life stage clusters offer a simple (single dimension of 60 or 70 different segments) yet powerful method, since they are based on a pre-defined model that was created using advanced statistical methods.
Life-stage clusters, such as Personicx, also come with rich background information on each cluster, so it is possible to create a modified message or variable data images for each cluster. Analyzing campaign response is also simplified…just look for the clusters with the highest response rate and use this information to fine tune the next campaign. All in all, a great way to get started on the path to higher response rates and marketing return on investment!
USADATA is a cloud-based/Data-as-a-Service (DaaS) company that combines consulting, data and technology to help its customers improve direct marketing ROI. The company’s data neutral experts have access to all leading compiled databases and specialty lists, and help businesses find new customers more easily and cost effectively through a combination of data (mailing lists and sales leads), consultative support, and easy-to-use technology.
This was a short recap of a recent XMPie Customer 1to1 Webinar series session. For more information on this topic and to learn about special XMPie customer promotions, visit www.usadata.com/xmpie.
By Larry Zusman, worldwide marketing manager, XMPie, A Xerox Company
We’ve talked about QR codes a couple different times on this blog already, but I’m sure this is just the beginning. The fact is they are everywhere! At PODi AppForum 2011, they “popped up” all over the place – in the general session with Tissot watches, showcase applications, and many PODi Best Practice Case Studies. In almost all cases, the codes accessed mobile sites that not only provided personalized content, but also further identified customer interests through survey questions.
XMPie, together with PODi, used QR codes to implement an exciting QR Code Challenge Contest for an Apple iPad – a new way to engage and interact with attendees. Contestants used their smart phones to access websites with the answers to some difficult questions from the latest Caslon research studies on 1:1 cross-media marketing.
Most interesting was the metrics on participation – over 30% of eligible attendees (sponsors were not allowed to play) participated in the contest, and close to 74% completed all the questions. Plus, approximately 20% accessed the XMPie online video describing how XMPie offers the unique advantage of data consistency in QR code campaigns. How do we know? The XMPie system allowed us to track every event and action for each person that participated, since they were entered into a database upon registration.
What’s next? Surely we will see QR codes on a wide variety of media, including direct mail, magazines, newspapers and catalogs. For service providers that know how to create and use them for campaigns, they offer new sources of revenue and profit. And for advertisers who need to get their message out and learn more about the psychographics of their target audience, these codes can unlock the key to finding out what customers think, feel, and more important, want to buy. Soon, mobile phones will do more, and most likely so will these amazing 2D barcodes that contain secret links to content created just for you.
How are you using QR codes? Have they helped improve your campaign response rates? Did you participate in the QR Code Challenge Contest at PODi AppForum 2011? What did you think? We want to know!
Filed under: Cross Media, General, Marketing Analytics
Today, I am excited to announce that XMPie has just recently launched its very first XMPie iPhone application – and it’s free! It’s called XMPie MC (Marketing Console) and is available in the Apple iTunes Store.
The application allows you to view and share your uProduce Marketing Console Dashboard reports directly from your iPhone. You can magnify the reports to show the table as well as the chart, and you can also refresh the report to update it with more current data and send the report via e-mail. This powerful capability provides new opportunities to continue the dialogue and provide meaningful follow-up within moments of a customer or prospect interaction.
Timothy Perrett, technical solutions specialist at XMPie, gives a brief demonstration of the application in this YouTube video.
Again, this free XMPie MC (Marketing Console) application is available in the Apple iTunes Store. We hope you find it intuitive and beneficial to your business! If you are not currently a user of XMPie’s uProduce Marketing Console for campaign tracking and analysis, and would like to learn more, please visit www.xmpie.com/mc.