Fingerhut: Analytic Software Saves Millions

Share this content:
Fingerhut Cos. said it is saving millions of dollars in direct marketing costs using analytic software from SAS Institute to streamline catalog operations.


"We use SAS to build unique models for each of our catalog marketing campaigns to predict which customers are likely to respond to different offers," said Randy Erdahl, director of business intelligence at Minnetonka, MN-based Fingerhut. "We use the SAS models to score customers and identify the appropriate offers. By using SAS to eliminate wasteful catalog mailings we realized a 6- to 7-percent reduction in direct marketing costs, a significant savings."


This effort recently was extended to include Fingerhut's e-mail campaigns, outbound telemarketing campaigns and Web site activity.


"We've started to capture Web behavior so we can identify certain abandonment areas on our Web site and how often customers have been hitting certain product categories," Erdahl said. "We'll combine this data with the purchase data we already have to obtain a cross-channel view of our customers. Fingerhut is a data-driven company and it's our heritage to be analytical and driven from a customer data viewpoint."


close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above