modeling & scoring a match made in marketing heaven
DESCRIPTION
TRANSCRIPT
![Page 1: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/1.jpg)
![Page 2: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/2.jpg)
Rick ErwinPresident of Data & Analytics, Experian Marketing Services
Charlie Swift Vice President of
Database Strategy & Marketing, Hearst
Magazines
Modeling & Scoring:A Match Made in Marketing Heaven
Modeling & Scoring:A Match Made in Marketing Heaven
![Page 3: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/3.jpg)
Today’s TopicsToday’s Topics
Setting The Stage1
A Proactive Approach2
Under The Hood3
Lessons Learned4
Questions & Answers5
![Page 4: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/4.jpg)
Today’s TopicsToday’s Topics
Setting The Stage1
![Page 5: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/5.jpg)
![Page 6: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/6.jpg)
Averagewebpage
visitless than
1minute
![Page 7: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/7.jpg)
![Page 8: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/8.jpg)
Commitment?
![Page 9: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/9.jpg)
Site ContentLocation
Type of Site
BehavioralPrevious Visitors
Browsing History
Customers
Contextual
![Page 10: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/10.jpg)
![Page 11: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/11.jpg)
How?
![Page 12: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/12.jpg)
Marketers: People:
Delivering
the right offers
at the right time
to the right person
Searching
what they want
when they want it
where ever it may be
Direct Marketing
Digital Marketing
![Page 13: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/13.jpg)
Customers:
Receiving
personalized offers
specific to them
where they will be
Digital Direct Marketing
![Page 14: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/14.jpg)
Today’s TopicsToday’s Topics
A Proactive Approach2
![Page 15: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/15.jpg)
Problem:Internet segment growing but commitment is lower
Lower Pay RateHigher Servicing Cost
![Page 16: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/16.jpg)
Question:How can we lower servicing cost without impacting net pay?
![Page 17: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/17.jpg)
Answer:Proactively change the treatment strategy by
Who and When
But How?
![Page 18: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/18.jpg)
4 Steps1. ID Segments
2. Set Decision Tree
3. Test Offers
4. Make Economics Work
![Page 19: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/19.jpg)
ID Segment:
0%
10%
20%
30%
40%
1 5 10 15 20
Pay R
ate
Score
![Page 20: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/20.jpg)
Segment:Really Bad
![Page 21: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/21.jpg)
Segment:Marginal
![Page 22: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/22.jpg)
Segment:Good
![Page 23: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/23.jpg)
Decision Tree:Upsells
Thank You for your order
Thank You for your order
Name/AddressValidated
No
Yes
Initial Order Placed
NoYes
>80
“Pay Now” for faster delivery
Thank You for your order
eMail Thank You w/ Pay now option
Regular #copies served b/f payment
Process Order to CDS
Regular billing series
Experian “Pay % Score Call
Pay %Score?
Bill Me Order?
Good / BadPay Match?
No
Thank You for your payment
UpsellsProcess Order to
CDS
Thank You for your payment
UpsellsProcess Order to
CDS
“Pay Now” for $x off
vary x by score
60+
20+
Paid Order?
Yes
NoeMail Confirmationw/ Pay Now option
eMail Confirmationw/ must confirm
note
eMail Confirmationw/ must confirm
note
Paid Order?
No
Yes
Yes
Confirmed Order?
Pay %Score?
Process Order to CDS
UpsellsThank You for your payment
Yes>20
Pro
cess
Ord
er
to C
DS
wit
h c
on
dit
ion
s m
et
Trial Copy OnlyShipped
Regular Billing Series60+
20+
60+
20+
>20
No copies shippedb/f payment
eBill Series Only1st email: ship on
pymt
Regular Billing Process
Trial Copy only shipped
Regular Billing Series
Regular #copies served b/f payment
No copies shippedb/f payment
eBill Series Only1st email: ship on
pymt
eBill Series Only1st email: ship on
pymt
No copies shippedb/f payment
No
Paid Order?80+
>20
![Page 24: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/24.jpg)
Executed Simply
Customer
PredictedPayRate
Bill Me OptionAvailable
Credit Card Nowor
Phone ConfirmOption
Experian
PaymentModel Score
RealTime
Good
Hearst Web Site
CustomerSub Order
Pay NowIncentive Offer
Marginal
Bad
AudienceIQ
Decision Tree:
![Page 25: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/25.jpg)
RealOffer
TimePresentment
Key 1:
![Page 26: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/26.jpg)
Proactive
Reactive
Marketing
Market
Key 2:
![Page 27: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/27.jpg)
Test
Change
Offers
Behavior
That
![Page 28: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/28.jpg)
Marginal Payer
Pay now and get $3 off
Pay NowOr Call Us
Test Offers
Likely Non-Pay
![Page 29: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/29.jpg)
Economics:Non Payer Trade off:
Screen All – Save on Bad
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
`
Title 1 Band Distribution
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
`
Title 2 Band Distribution
![Page 30: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/30.jpg)
Results:Impact on Net Pay None
-20to30% on Servicing Costs
Net Profits
+9 to 10%
![Page 31: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/31.jpg)
Today’s TopicsToday’s Topics
Under The Hood3
![Page 32: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/32.jpg)
UnderHood
the
![Page 33: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/33.jpg)
Real-Time
ConversationWorkflow
![Page 34: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/34.jpg)
Identify
EnhanceValidate
ScoreDecision
![Page 35: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/35.jpg)
OFFEROFFER
Sign-up for FREE
Magazine!
Name:Address:
Bill Me Later!
AddressAlgorithmModel Score
Propensity = LOW
Call 1-800 to complete the trial offer
Call 1-800 to complete the trial offer
300 Milliseconds
![Page 36: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/36.jpg)
Technology
![Page 37: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/37.jpg)
DataTechnology =
+
POWER
![Page 38: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/38.jpg)
Today’s TopicsToday’s Topics
Lessons Learned4
![Page 39: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/39.jpg)
LessonsLearned
![Page 40: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/40.jpg)
the Shouldersof
Standing
Giants
On
DigitalExecution
![Page 41: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/41.jpg)
AddressableAudience
Re-think
![Page 42: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/42.jpg)
![Page 43: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/43.jpg)
isYou?
this
![Page 44: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/44.jpg)
Today’s TopicsToday’s Topics
Questions & Answers5
![Page 45: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/45.jpg)
Thank You!
Q&A
![Page 46: Modeling & Scoring A Match Made in Marketing Heaven](https://reader038.vdocuments.us/reader038/viewer/2022110302/54b38f2c4a79597a698b459d/html5/thumbnails/46.jpg)