ABR 2010: DataLab USA

Share this article:
Alex Aigner
Alex Aigner

Agency: DataLab USA, LLC

Location: Germantown, MD

Year Founded: 1979

Number of offices: 1

2009 Revenue: $20+ Million

Web site: www.datalabusa.com

Key executive: Alex Aigner, Executive Vice President of Business Development

Major discipline/capability: data analysis, predictive modeling, data processing, database management services, and list sourcing

Key clients: CitiFinancial, ING Direct, Farmers Insurance, 21st Century Insurance, Travelers Indemnity Group, Physicians Mutual, Laureate Education, Johns Hopkins University Center for Technology in Education, National Republican Congressional Committee, and American Heart Association 

Latest trends: Taking clients from Vertical List to Broad Markets through data analysis and predictive modeling, meta-model technology, prospecting, campaign optimization, Business intelligence tools

Notable new campaigns:

Using our Positive Migration Model (PMM), we were able to optimize one of our largest financial clients' risk departments new credit criteria which reduced the marketing prospect base by 76%. In order to contend with the new credit criteria, DataLab analyzed past campaigns and focused on the population that did not pass current risk criteria, but had a high likelihood to migrate upwards in terms of credit quality. In doing so, the population identified by the PMM had a response rate of that was 95.7% more than the comparable benchmark. The PMM was able to expand the client's marketing universe by identifying prospects that didn't meet the initial credit risk department's criteria, but was able to exceed the back end credit benchmarks in terms of marketing efficiency.

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Publicis Launches New Digital Agency

Publicis Launches New Digital Agency

Roar, an amalgam of top digital talent from across Publicis Groupe, will be led by Zenith OptiMedia veteran Sean Reardon.

RAPP Names Orlov CEO

RAPP Names Orlov CEO

The Volkswagen marketing executive is a veteran of Wunderman and WPP.

Hawthorne Opens Mobile Unit, Names Digital Director

Hawthorne Opens Mobile Unit, Names Digital Director

Jared Lake moves over from M&C Saatchi Mobile to head the new unit.