List management lowers costs and improves response

PrimeNet improved the database functionality for a national health book publisher, to achieve these results:

• Fast access to tables
• Incorporation of modeling systems
• Model overlays. Coupling statistical model scoring and sampling systems for promotion targeting and analytical research
• Customer list rental fulfillment
• Customer selection and database extracts
• End-to-end reporting

Improved process flow and architecture were key to creating stronger lists. Working jointly with the marketing and merchandising departments of the client, PrimeNet created a database strategy and update process to accommodate a series of data feeds from the client billing and mailing processing systems. These data feeds are provided periodically to refresh the database with the most recent operational activity and add to the historical behavior of customers and prospects in the database. The result:

• Through advanced hygiene, change of address, and merge-purge, we achieved a reduction in wasted mail pieces of 10% (approximately 120,000 mail pieces). Annual savings are $48,000 per year (@ $0.40 per mail piece)
• Direct and real-time access to the marketing database for multiple end-users, resulting in a five-fold increase in analytical production and marketing query results.
• The marketing database is a platform for quick and reliable application of customer list modeling and segmentation systems. At least 12 models have been developed for use 20 times per year, resulting in a 10 to 20% response improvement on 18MM mail pieces annually and $325,000 in marketing income gains.
• The marketing database is a hub and analytical data feed for neighborhood-level prospect modeling efforts. These models will provide marketing gains of $200,000 annually as part of the customer acquisition programs.

 

“PrimeLINK is a definite improvement over previous tools used for data mining. It has the ability to provide information from small detail to big picture quickly and easily. A really powerful tool! .. great for quick direct access to our business data.”
John B.

“PrimeNet provides ideas for future applications with our database that will prove to be valuable to our company in the long-term. We’ve not had that kind of relationship with a database vendor before.”
Larry F.