Experian Expands Custom Modeling

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Experian expanded its Prime Performance Modeling series, a customized database modeling solution, the Costa Mesa, CA, company said yesterday.


PPM is designed to improve customer acquisition and for loyalty campaigns to boost the performance of current customers for cross-sell, upsell and reactivation strategies.


"Working with Experian's analytical team allowed us to develop cutting- edge techniques that gave us a 17 percent lift in acquisition and a 25 percent reduction in churn applications," said Steve Kuegler, vice president of database marketing at Bernstein-Rein Brand Advertising Inc. "The Prime Performance Modeling series gave us a better understanding of who our customers are and how they wanted to be communicated with."


The expanded PPM series includes all of Experian's custom modeling capabilities, including Prime Performance Acquisition, which provides marketers with custom modeling services; Prime Performance Customer Loyalty, which identifies customers most at risk of leaving a business; Prime Performance Customer Development, which optimizes the performance of customer house files; and Prime Performance Interactive, which links direct mail with real-time response tracking technology.


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