EuroDirect Launches 'Forensic Analytics' To Help Mass Mailers Optimise ROI
Following a highly successful 2004, leading data
specialists EuroDirect have started the year as they mean to
proceed, with the launch of yet another innovation: a specialist
data science for mass mailers.
Forensic Analytics has been launched to help organisations who
manage large direct mail campaigns ensure that their next promotion
performs better, costs less and ultimately provides a much greater
return on marketing investment than ever before.
Forensic Analytics is a new data science which introduces a fresh
dimension of intelligence to campaign planning. For organisations
who mail a multitude of lists in a single campaign, the Forensic
Analytics service enables them to see which lists or which parts of
lists will not be responsive before they even mail them.
Using a range of retrospective and prognostic modelling and
scoring techniques, EuroDirect will run the clients customer files
and proposed mailing files against their vast data assets of over
43 million individuals and 300 plus consumer attributes, including
credit
risk data to identify the discriminates of response. This
analysis will then enable EuroDirect to identify which datasets and
individuals are likely to be non-responders. Once these indifferent
segments have been removed, EuroDirect will replenish the prospect
pool with data from Data Exchange which is likely to be far more
responsive.
Users are invited to try out this new system by allowing
EuroDirect to perform a retrospective scoring exercise on a past
campaign. EuroDirect will use their innovative analysis techniques
and vast data assets to predict the already known results of the
campaign, highlighting which datasets/records were responsive and
which weren't.
John Dobson, Managing Director, EuroDirect comments:
"EuroDirect are as always looking for ways in which we can harness
the power of data to further improve the success of DM campaigns.
"
"At EuroDirect we are far better placed than others in the
marketplace to provide a service like this. In a declining data
market, we continue to have access to mass market of data,
including credit risk data, and a level of analytical capability
and data expertise mastered by few. This new innovation will change
the landscape of data acquisition."