Symphony Marketing Solutions

Solutions | Direct Marketing Analytics

The objective of Direct Marketing campaigns is to execute perfectly timed and tailored communications to each customer and prospect across online and offline channels, through the customer lifecycle for the purpose of:

Acquiring the right customers with high potential value
Maximizing revenue through Cross- and Up-sell by offering the “right” products at the right time
Retaining profitable customers and increasing their long-term value

Challenges of the “right” direct marketing campaign include:

Right Content - Connecting targeted events with highly personalized content

Applying the traditional “marketing operations” process with tens of thousands of combinations of triggers, offers and content elements is impossible
Difficulties implementing standard techniques like test and control at the asset level
Too many permutations are needed to build a predictive model for each alternative

Right Time - Triggered programs

Which customer behavior patterns present an opportunity for specific marketing offers?
The problem is somewhat similar to traditional predictive modeling (Step #1: Build the model, Step #2: Score the model)
There are several available techniques for trigger evaluation (“Step #2”)
Step #1 is performed by “common sense” guesses, which could lead to sub-optimal timing and lost opportunities

Right Channel - Optimize channel mix

Constraints:
Honor explicit customer preferences
Regulatory compliance
Budget
Capacity (usually for telemarketing)
Subject to these constraints, select the best channel for each customer that will maximize expected return, considering
Channel costs
Probability of acceptance
Profitability / incremental LTV if accepted (could be a complex calculation)

Symphony Marketing Solutions offers analytic solutions to drive the entire lifecycle of Direct Marketing to achieve maximum return on marketing investment (ROMI) by way of maximizing Relevancy of campaigns -- a function of Timeliness, Content and Channel. SMS’ Direct Marketing Analytics offers a framework for effectively conducting a campaign for maximum relevancy through:

A Quantitative Selection methodology to assign the optimal eligibility criteria to identify the right time to trigger personalized campaigns to the selected target;
A Test Campaign Optimization solution to model effects of all the combinations of offers, channels, creative designs with minimum number of experiments and arrive at the most optimal campaign;
A dynamic campaign optimization strategy to maximize the ROI from each campaign with respect to allocation of resources across channels.