With KbaseT you can further improve your targeting accuracy, increase response, reduce mailing costs... with Venn charts and optional profiling, modelling and campaign planning and management!
Use a Venn diagram to spot
selection overlap and then pick which
overlap/s (segments) you want to use - by simply clicking on each separate
counts with your mouse to select or deselect!
Then create a profile. Select the
fields you want to profile and let KbaseT
compare your target group against the base file - responders vs. all people
mailed for example. This will spot field categories where there are
significant differences and show them as coloured bars - the longer
and darker being the more significant predictors.
The programme will allocate a
score to each piece of information and
then combine these to create a propensity score for each record on your
database.
You can then use the scores to select only the best individuals to mail,
telephone, visit, etc., ie. - those who are more likely to respond, purchase,
or take the action you desire! More info on profiling
and scoring -
click here
Next enter your
'what-if' scenario - campaign cost, cost to mail each piece,
anticipated revenue generated - this could be a lifetime value, the
expected
The model then produces a series of charts including the P&L shown below...
Use the
P&L graph to see where profit is maximised, then click on
node on the profit line to generate the gains chart below...
See which segments contribute to the profitability, then simple
select them for mailing by right clicking with your mouse!
Now you can create a campaign to manage your promotions
Finally add mailing cells by attaching your previously saved selections.
KbaseT will automatically calculate the amount of overlap across cells
(record duplication) and remove duplicates from the remaining cells.
You
can apply costs, '1 in N' selection rules, test multiple creative packs
and then, at a touch of a button create all your mailing
files as a single process. Job done!
AND... this whole process took less than 30 minutes!
Now, take a look at KbaseT in detail - click here
or
here to see our
solution for database marketing on a budget!
