eleventy marketing intelligence presentation
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MARKETING INTELLIGENCE
Marketing Intelligence Have you ever wanted to reach…
THE RIGHT PERSON?AT THE RIGHT
TIME?THE RIGHT WAY?
Marketing Intelligence The eleventy marketing group’s innovative
intelligence enables you to…
DO JUST THAT!!!
Marketing Intelligence So that when your target audience is…
Marketing Intelligence You don’t reach…
Marketing Intelligence We have a database of…
205 million records 132 million households 105 million phone numbers
This allows eleventy to offer unmatched insights into the... Attitudes Behaviors Lifestyles Demographics
Of your donors/customers…
Marketing Intelligence
DemographicWho am I?
TransactionalWhat have I done?
PsychographicWhat do I do?
Marketing Intelligence
DemographicWho am I?
TransactionalWhat have I done?
PsychographicWhat do I do?
Marketing Intelligence We can offer those insights by…
Profiling Predictive modeling Data enhancement/List creation Donor/Customer mapping
This allows you to... Target Segment Enhance creative design Select the right channels
Email – Direct mail – Telephone - Online To your donors/customers…
Profiling Did you know…
A major client thought their prospects were predominantly male…
0%
10%
20%
30%
40%
50%
60%
70%
80%
DATA
MET
RIC
DATA ATTRIBUTE
Gender
Multi Percent Single Percent Universe Percent
MALEFEMALE
7%
8%
9%
10%
11%
12%
13%
14%
15%
16%
16-20 21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 76+
Resp
onse
Rat
e
Age Group
Program Comparative Response Rates
PROGRAM A PROGRAM B AVERAGE
Profiling Did you know…
We were able to show this client they needed two types of TM programs to reach a wider audience…
PROGRAM A21 - 55
PROGRAM B56 – 76+
Modeling
ln(p/1-p) = b₀ + b₁X₁ + b₂X₂ +…+ bkXky= b₀ + b₁X₁ + b₂X₂ +…+ bjXj + e
Modeling
ln(p/1-p) = b₀ + b₁X₁ + b₂X₂ +…+ bkXky= b₀ + b₁X₁ + b₂X₂ +…+ bjXj + e
-set individual column scoresUPDATE MODEL_ELEVENTY_02_24_2012_1.00a1_MORSET REGION_ID_11T = CASE WHEN REGION = 'AB' THEN 31.46
WHEN REGION = 'AT' THEN 25.93WHEN REGION = 'BC' THEN 25.35WHEN REGION = 'GT' THEN 23.28WHEN REGION = 'MW' THEN 28.03WHEN REGION = 'NE' THEN 25.61WHEN REGION = 'PQ' THEN 23.05WHEN REGION = 'SW' THEN 25.58ELSE NULL END,
alter table MODEL_ELEVENTY_02_24_2012_1.00a1_MOR add sum_score_2 float,mode_name_2 varchar(100),model_score_2 tinyintUPDATE MODEL_ELEVENTY_02_24_2012_1.00a1_MORSET sum_score_2 = ((( REGION_ID_11T -25.640) / 2.620) * 0.050 ) + ((( PRICE_PLAN_SERIES_ID_11T -25.640) / 0.540) * 0.013 ) + ((( NIN1_ID_11T -25.650) / 0.920) * 0.027 ) + ((( COMMON_IND_ID_11T -25.630) / 1.500) * 0.017 ) + ((( PAY_METHOD_ID_11T -25.640) / 1.320) * 0.023 ) + ((( KEYCODE_ID_11T -25.640) / 2.400) * 0.044 ) + ((( data_no_data_ID_11T -25.680) / 1.820) * 0.020 ) + ((( MULTIPLE_ACTIVATIONS_ID_11T -25.690) / 0.490) * 0.009 ) + ((( EMAIL_YN_ID_11T -25.680) / 0.800) * 0.018 )
Modeling We take the mystery out of modeling and
deliver actionable results…
DecileTotal Call Universe
% of Total Called
Cumulative % Called
Total Responders
% of Total Responders
Cumulative % Responders
Decile Response Rate
Cumulative Rate Marginal Lift Cumulative Lift
Most Likely 1 10,000 10.0% 10.0% 1,100 16.1% 16.1% 11.00% 11.00% 161 1612 10,000 10.0% 20.0% 989 14.5% 30.6% 9.89% 10.45% 145 1533 10,000 10.0% 30.0% 900 13.2% 43.9% 9.00% 9.96% 132 1464 10,000 10.0% 40.0% 876 12.9% 56.7% 8.76% 9.66% 129 1425 10,000 10.0% 50.0% 749 11.0% 67.7% 7.49% 9.23% 110 1356 10,000 10.0% 60.0% 604 8.9% 76.6% 6.04% 8.70% 89 1287 10,000 10.0% 70.0% 523 7.7% 84.2% 5.23% 8.20% 77 1208 10,000 10.0% 80.0% 468 6.9% 91.1% 4.68% 7.76% 69 1149 10,000 10.0% 90.0% 369 5.4% 96.5% 3.69% 7.31% 54 107
Least Likely 10 10,000 10.0% 100.0% 238 3.5% 100.0% 2.38% 6.82% 35 100100,000 100.0% 6,816 100.0% 6.82%
Gains Table Based on Development SampleOverall Results
Modeling So you can stand on the shoulders of
history to look into the future…
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% O
f Res
pond
ers
% Of Universe
Model Performance Summary Chart
Random Selection Model Selection
57% OF THE RESULTS FROM ONLY 40% OF
THE CALLS
Data EnhancementMarried
GenderChildren
Income
Activities
Occupation
Age Interests
Home Value
Net Worth
Family Position
?
??
?
??
?
?
?
?
?
Has Children
Home Value $200K
Professional
Yes - Married
Male
$250K - $400K
Soccer - Boating
Travel
HOH
36 - 40
$75K - $100K
Data Enhancement Did you know…
This client only used traditional RFM strategies, we showed them a way to better target…
Estimated Household Income$1 - $39,999
$40,000 - $74,999$75,000 - 124,999
$125,000 - $249,999$250,000+
Data Enhancement Did you know…
By enhancing their data with estimated income to vary appeals the results were conclusive…Control GRC
$/CC CC RR% Avg. Gift$3.08 3,073 8.14% $37.47
Dynamic GRC$/CC CC RR% Avg. Gift$3.92 2,549 9.42% $41.66
Mapping Did you know…
A major client believed all of their donors from multiple channels were focused in the South East… IFCJ TV SUPPORTERS
DMA Code Mapping
Less than Universe PopulationGreater than Universe Population
TV Supporters
Mapping Did you know…
We showed them that TM reaches new markets…
IFCJ TELEPHONE SUPPORTERSDMA Code Mapping
Less than Universe PopulationGreater than Universe Population
TM Supporters
Marketing Intelligence Combined with our consulting services we
can tie it all together…
ROI
APPLICATION
ANALYTICS
INFORMATION
MARKETING INTELLIGENCE
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