The Modeling Process

The objective of the modeling process is to optimize the effectiveness of a company's direct marketing efforts, streamlining the process and boosting profits. David Katz Consulting develops a custom solution for each client through a systemized set of steps:

Step 1: David Katz Consulting will work closely with your company to analyze your business goals, information assets, and strategies and to select an appropriate measure to optimize. Potential variables for optimization include revenue, response, long-term value, or gross profit.

Step 2: The next step is to choose a specific past promotion that parallels your new marketing goals. Next, we will work with you to analyze past efforts and plan the future target promotion. Information for the analysis promotion includes names mailed, date, and responses associated with the promotion.

Step 3: Then, the database is exported to the analysis tool, usually SAS. The analyst will create a snapshot of the file - as it existed at the analysis selection date - and continue with the analysis.

Step 4: The resulting deliverables include a file of account numbers with scores that rank customers, as well as comprehensive reports showing these results grouped by similar scores. This report is a key element for effectively planning a well-targeted mailing.

David Katz Consulting 1.800.601.0689 info@davidkatzconsulting.com