Upload
vivastream
View
545
Download
0
Tags:
Embed Size (px)
Citation preview
Prospect Segmentation for Performance
Keith SchumannDirector, Consumer Marketing, AT&T
Matt WitterVP, 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 channelat 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 successEven 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 approachChallenge conventional wisdomLaser 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
WHERE
HOW
WHEN
WHAT
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 leadsData management improvementsAn 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.