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Intelligent View identifies underdeveloped market segment, expanding viable list universe
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The power of precision|brokerage
intelligent|view guides acquisition strategy and precision|brokerage expands accessible list universe
The Challenge:
A chronic shortage of list universe to support acquisition efforts is a common problem among Canada’s publishers when they attempt to acquire new subscribers through direct mail. This well known Canadian publisher approached CiG to help them understand their current subscriber base, map the profile against the available list market and acquire lists that would generate a positive return on investment.
The Solution:
Extensive intelligent|view profiling of the The Publisher’s existing customer base identified that several segments are a holding opportunity, are of sufficient size and had been largely ignored in previous acquisition efforts. CiG then applied the segments and only acquired prospect records specifically falling into the target postal codes through precision|brokerage.
The Result:
Detailed profiles from intelligent|view proved valuable guides for creative and messaging and were used to brief the marketing team.
Additionally, The Publisher was able to expand the accessible prospect universe considerably, by adding newly targeted lists and reduce the chance of fatigue within their traditional lists. Bottom line: more prospects while maintaining profitable response rates.
