Stielscore - Marketing Analytics and Modeling

StielScore Case Study

TransactionalDatabaseMarketing

TM2

StielScore TM2

Stiel Direct LLC’s comprehensive response modeling toolset for customer and prospect marketing.

Introduction

Stiel Direct LLC (949) 300-8325

StielScore TM2:• Uses a multi functional platform that

incorporates all available data sets. StielScore TM2 can score each individual prospect and/or customer's propensity for specific products, services and conditions.

• Provides the ability to score each individual customer and prospect. Designed for multiple products, opening new vistas for managing marketing programs across multiple programs.

• Gives a propensity profile across prospects, customers, and products. Enables clients to design Solicitation Programs to systematically target each product to the most responsive customers and prospects, while avoiding the unproductive audiences.

Introduction


Introduction

Among the more obvious benefits StielScore TM2 delivers are:

• A comprehensive analysis of all products/services in relation to the customer and prospect portfolios.

• Control over which prospects receive which offers based on individual marketing profiles,

rather than communication frequency calculations.

• The ability to cross-sell/up-sell beginning with the first point of customer contact for all products or

services.


Additional Benefits of StielScore TM2:

• Tailor marketing programs for each customer based on their overall Propensity Profile and Projected

Value.

• Ability to recognize and respond to product configurations appealing to target segments of the Client’s customer base.

• This custom modeling capability can be built in as few as two weeks.

• The base model logic stabilizes as it incorporates all available data elements and can score new

products, services or conditions in hours.

Introduction


Situation Overview

• A large Insurance Company held a finite audience and wanted to maximize its market share, while minimizing its noise to its customers and prospects.

• It also wanted to deliver a target marketing solution that could be integrated into its own systems and be revised as needed.

Case Study


Solution to Client Opportunity

• The Stiel Direct team developed a StielScore TM2 Modeling Platform Score Card for an Insurance Company to increase marketing effectiveness and efficiency

• Stiel Direct determined & analyzed the customer & product clusters for cross sell behavior and opportunities

• Stiel Direct scoring can be implemented in batch mode or in real time

• Stiel Direct models can be monitored & revised as required by market conditions

Case Study


Database Build

FullCustomer

File

QualifiedProspects

File

MarketingVendors

1. DatabaseBuild

Database

5. DatabaseRefresh

CleansedCampaign

File

CustomerUpdates

File

Contacts & Responses

File

3. Contact /Response

Update

2. CampaignUpdate

TM2

Reports& Files 4. Reports

Client

TM2


Model Development

Client suppliescustomer &

prospect files with all

available data

Client suppliescustomer &

prospect files with all

available data

Additionaldata appended

if needed

Additionaldata appended

if needed

Results/Analysis

Results/Analysis

Marketingprograms

Marketingprograms

Multiple Scores

Multiple Scores

StielScoreTM2

Platform

StielScoreTM2

Platform

Customer Value

Data Evaluation

Product Clusters

Build Universe

Logic incorporating

200 plus binary

variables

StielScore TM2

Models the total universe to build Score Cards to targeted relevant products and services

Customer Segmentation

EquityProducts

PropertyProducts

AutoCredit

Products

2 Product32%

1 Product27%

3 Products21%

4 Products2%

No Products18%

Marketing FileMultiple Product Sales Propensity

StielScore TM2 Modeling Platform

Life InsProducts

StielScore TM2 is capable of calculating Probability Scores for all products and services. This provides powerful Decision Support Tools to determine acquisition, activation, usage, and retention strategies.

Other applications includeproduct development, creative, offers and customer value propositions.


BELLEVUE

BELLINGHAM

CORVALLIS

EUGENE

EVERETT

GREAT FALLS

HAVRE

HELENA

LEWISTON

LONGVIEW

MISSOULA

OLYMPIA

PENDLETON

PORTLAND

RICHLAND

SALEM

SEATTLE

SPOKANE

TACOMA

THE DALLES

WENATCHEE

YAKIMA

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Customer Analysis

Mapping of high scoring prospects provides decision support information for Media, Branch, Franchisee, or Dealer Placement.


Segmentation

2 Product32%

1 Product27%

3 Products21%

4 Products2%

No Products18%

Marketing FileMultiple Product Sales Propensity

Clusters can be created through Probability Scores. This is indispensable for determining high-priority customer and product segments based on response


Telemarketing Application

StielScore TM2 was implemented to determine thepropensity for each prospect to purchase a third party offer via telemarketing. This model was designed to target only the most likely new customers.

The model’s increased gross revenue as well as driving the net response.

Gross NetScore Level* ResponseResponse

High Scores 4.26%3.61%Mid Scores 3.02%2.36%Low Scores 2.38%1.87%

*For readability at the telemarketer, scores were broken into three equal buckets


Telemarketing Application

Client Supplies

Customer /Prospect Files

Client Supplies

Customer /Prospect Files

Sample Scored File to Telemarketer

Sample Scored File to Telemarketer

StielScore TM2

Platform

Build Initial Model/s

Telemarketing is started to obtain approximately

1000 RespondersThen e mailed to Stiel Direct

Telemarketing is started to obtain approximately

1000 RespondersThen e mailed to Stiel Direct

TelemarketerContinues to Market

TelemarketerContinues to Market

Actual Market Responders

Are Used to Check / Revise Model

Actual Market Responders

Are Used to Check / Revise Model

Remaining Marketing

File is Scored and sent toTelemarketer within

48 hours

Remaining Marketing

File is Scored and sent toTelemarketer within

48 hours

Final Net Respondersare sent to Stiel Direct torevise Production Model

Final Net Respondersare sent to Stiel Direct torevise Production Model

StielScore TM2

develops, builds, and revisesResponse Models in order to maximize the selling opportunities.


Summary

• The StielScore TM2 program delivers comprehensive targeting capability and analysis of Customer and Prospect Portfolios.

• The Base Model can be developed in as few as 10 days.

• Production Scoring can be implemented immediately thereafter.

StielScore TM2 decision support tools provide aggressive applications to determine marketing strategies and tactics


Contact

Daniel StielStiel Direct LLCPO Box 51084

Irvine, CA 92619(949) 300-8325


Stielscore - Marketing Analytics and Modeling

Business

response stiel direct

stiel direct models

stiel direct scoring

stiel direct team

databasebuildstiel direct

equal bucketsstiel direct

prospect marketing

customer product clusters