analytical strategies for energy marketing
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What We Do
We understand how customers feel and respond to marketing messages. We can help you to change
consumption and purchase behaviors.
This allows you to manage your operational marketing costs more effectively while maintaining
a positive brand image.
Who We Are
We are analytical and creative direct marketing professionals that have taken communications to a new level - beyond pictures and great slogans.
We utilize tools to dig deep into your customer’s psyche and stimulate them to react to your messages with a measurable and positive
outcome.
Why We Are Successful
We raise the bar of traditional advertising beyond just raising awareness.
We maintain awareness levels, but we pay close attention to each customer’s demographic and psychographic makeup.
Data is utilized to better understand the demographic and psychographic variables present at the household level.
Consumers likely to respond to your offering are identified using predictive models
The models are invaluable in helping to avoid consumers that are unlikely to respond to an offer, thereby reducing waste in marketing dollars
Why We Are Successful
We use primary and secondary research to assist us in understanding consumer’s perspective.
Messages are crafted that create a dialogue that communicate with the prospects at their level of self interest.
We continually test and results are measured down to the household level.
This process delivers a positive impact to increasing response rates further while lowering costs.
These strategies effectively work across all products and audiences when executed properly.
On-Demand Targeting On-Demand Targeting is our automated predictive
modeling system for targeted acquisition and cross-selling campaigns:
“Democratizes” direct marketing - smaller marketers can leverage advanced analytics previously reserved for only the largest DM budgets. Fast, accurate and cost effective; models are turned around in about 72 hours. You only pay for the data utilized.
On-Demand Targeting
Enables the creation of customized lists to target the best prospects for direct marketing campaigns of any size
Lower costs per campaign by not mailing to every household on the block but to the right ones.
Integrates advanced customer profiling, mapping and list scoring into the list selection process
Analytic ToolsWe Use the joint strengths of:
Our Modeling Capabilities Automation software allows us to examine thousands of
possible patterns
Our Compiled Data Over 700 data elements overlaid (consumer) 120 million households (consumer) 16 million small to medium businesses (business) 12 million business owners @ home (linked business
owners/executives to their home addresses)
Data Variables(Experian Data)
Consumer Universe
(120 MM Households)
Individual Age Gender Ethnicity Email Address
Family Composition Income Length of residency Ethnicity Interests Education Occupation
Residence Value Mortgage Lender Equity Sub-prime Phone
Neighborhood Affluence Credit Ethnicity Education Average age % of children
Auto Propensity to own
specific make/model
Distance to dealer Consideration set
Consumer Universe
Individual/Household Demographics Personicx Clusters (Clustering technology) Interest Categories Purchasing Behavior Census Data Housing Cluster Auto Propensities Zip Plus 4 Credit Data Proprietary Affluence Indicators Business Owners @ Home Ethnic Indicator
Affluence Indicators Premium Income Estimate
( Ranges up to $2 Million)
Discretionary Income Index
Charitable Giving Index Home Value Estimate Invested Assets Business Owners @
Home Home Equity LOC Life Insurance Rank Vacation Property
Ownership
Vehicle Consideration Sets
Vehicle Value Index Net Worth RSR Scores Wealth ID Real Estate Investor Financial Products
Savings Bonds HELOC Equity Stockholder Mutual Funds IRA & 401K Index
What Makes This Data So Relevant?The Discretionary Income* Index measures the
availability of income after: Taxes (Net = Disposable Income) Housing Costs Food Transportation Health Care Educational Expenses Automated Savings
*This is Discretionary Income as defined by The Conference Board’s Consumer Research Center.
What Makes This Data So Relevant? To gauge discretionary income, assets and life stage
factors that impact income availability and costs are measured- at the household level: Local cost of living Life stage factors: pending retirement, educational expenses,
new drivers, etc. Head of household age Number and age of children
This approach results in a more accurate reflection of household cash flow and therefore spending capacity.
What Makes This Data So Relevant? Identifies the current property value of over 109
million homes in all 50 states Adjusted for market conditions monthly Based on models built at the local neighborhood level,
leveraging comparative home values, cost of living, income and effective tax rates.
Key Differentiators: Estimates home values up to $10MM + Monthly adjustments based on data from the Office of Federal
Housing Enterprise Oversight (OFHEO) Contains over 16.8 million more home value records than the
other leading provider of home data
Recession Sensitivity Ranking
Identifies households under the most financial pressure in the current economy versus those that are least affected.
Data elements are rebuilt and refreshed monthly for the most up-to-date information.
Models are located at the local and household level for improved precision.
48% of foreclosures measured were in the top 10% of RSR scores.
Reports & Deliverables:Customer Profile Report
Provides a snapshot of more than a dozen demographic variables showing customers who have purchased in the past compared to U.S. or local market averages
Reports & Deliverables:Model Report
Enables better understanding of a target model
No complex algorithms to explain or try to understand
Graphics and the targeting lift created demonstrate which variables are predictive, as well as the positive impact of targeting
Model Report
Reports & Deliverables:Count Distribution Report
Breaks down targeting score decile counts according to specific geography
Reports & Deliverables:Targeted List with Scores
List of likely responders Contains names, addresses and targeting
score in an easy to understand 1-100 range
Scores invaluable for backend analysis and fine-tuning next list rental
Suppression of prior campaigns
Reports & Deliverables:Trade Area Segmentation/Trade Area Map
Trade Area Segmentation Automatically determined
through the modeling process
Allows you to determine your best prospects within the best target area
Trade Area Maps Display concentration of
customers by location for a specific customer file
Trade Area Map