Prospect Segmentation for

Performance

Keith Schumann

Director, Consumer Marketing, AT&T

Matt Witter

VP, Account Services, Hacker Group

Brian MaupinDirector, Prospect Database Marketing, AT&T

Our approach

Understand foundational knowledge of current situation

Identify factors that impact progress

Case Study of Segmentation in action

Develop strong data infrastructure

Segmentation ModelKeith SchumannDirector, Consumer Marketing, AT&T

The Velocity of What’s Possible…

Rethink Possible

Where to begin?

Sell to the right person

the most products

at the lowest cost

in the best channel

at the right time.

Vision. Discipline. Determination!

Propensity

Models, Segmentation,

Cadence

Institutional Knowledge

Speed to Market

A complex, multi-faceted universe…

simply organized.

Start with the “Who”

Fundamental models enable success

Even when it’s complicated; enforce simplicity

PowerTest® FrameworkMatt WitterVP, Account Services, Hacker Group

Examining other marketers provided an array of approaches…

At least four distinct approaches emerged.

Lead Generation Eligibility

Bundles Single Lead Product

Optimization Through Comprehensive Testing

3-Phase Evolution

Product

Offer

ChannelPowerTest® Framework

How do we generate the most sales?

Focus on the right products.

Single Products Bundle Products Product Neutral

How do we approach offers?

How do we message specific offers?

Do we have lead product?

Equal weighted messaging or synergistic bundles?

What incentives should we offer for purchase?

Lowest price

Bundle price

FREE

Value add

How do we optimize by Channel?

Calls to action align with sales channels

How do different calls to action influence sales?

Call

Call Click

Click Visit

Visit

Click

Call Visit

Call Click Visit

Of the four distinct approaches…

Lead Generation Eligibility

Bundles Single Lead Product

WHAT

HOW

Everything we thought we knew about offers was challenged.

Incremental sales from channel propensity alignment.

Be methodical in your approach

Challenge conventional wisdom

Laser focus on a single, measurable objective

Data InfrastructureBrian MaupinDirector, Prospect Database Marketing, AT&T

Grow the

Prospect

Universe

Enhance with

Additional Individuals

Refine

Segmentation

and Targeting;

Identify Movers

Apply

Modeling

Resident only or

1 individual per

residence

Original Raw

Prospect List

Increase Data

Quality

Perform Data

Hygiene, Suppressions

and Prioritized Rotation

Frequency, Cadence, Rotation

WHEN

Consolidation

to “One Version

of the Truth”

Predictive

Models made

Comparable

Leadership

Alignment

How to Optimize

HOW

WHEN

W

H

A

T

WHEN

WHO

Accuracy

Standardization

Optimization

Flexibility

ROI

GOAL CHALLENGE

Data

Change

Test & Learn

Find Balance

Expectations

For every goal you set, there will be a challenge.

More marketable leads

Data management improvements

An ongoing evolution from here…

What have we learned?

Vision. Discipline. Determination!

Change is rarely easy, but it often provides exciting opportunities for improvement.

Create a vision for where you are going and let that vision be your guide.

Be disciplined in your approach and try not to overcomplicate ideas.

Find the determination to persevere; it will be worth the challenges in the end.