Alliant Offers List Segmentation Tool
"The first test was in March '05 between a continuity club mailer and a compiled file," said Rick Witsell, vice president of marketing at Alliant Cooperative Data Solutions, Brewster, NY. Test mailers include Bookspan, Cottage Living, Discover, Fingerhut and Stabenfeldt.
PerformanceSelect was developed from non-individually identifiable information in Alliant's TransactionBase, a cooperative database for bill-me marketers. It lets users score mailing lists by ranking payment and response probabilities within a geographic matrix. The tool applies behavioral data to a mailer's standard select criteria. PerformanceSelect models can be built to address front-end response issues, back-end payment issues or both.
Alliant has partnered with at least three companies and their list owners to add PerformanceSelect modeling selects on the data cards for some of their managed lists. Direct Media Inc., Greenwich, CT, added it to the Silkies Hosiery New Starts file and the Performance Plus list. ClientLogic Specialists Marketing Services, Weehawken, NJ, added it to the Bookspan Garden City file, and Madison Direct Marketing, Greenwich, added it to the Madison Young Family database.
"These list owners understand the value of this new segmentation tool," Witsell said.
Consultation and technical support is available to list professionals who want to offer PerformanceSelect to clients. Turnaround time for most jobs is less than four hours, and the service cost is similar to that of a typical list selection. For more information, contact Mary-Jo Checco at 845/276-2600, ext. 223, or at firstname.lastname@example.org.