Q Interactive Cites Pay-Up Boost for Publishers

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Online lead generation service Q Interactive claims its technology helped lift pay-up rates for more than 50 major publishers and marketers like Condé Nast Publications, Time Inc., Meredith Corp., Scholastic Inc., Hachette Filipacchi Media U.S., S.C. Johnson, BMG Direct Inc. and Columbia House.


The Chicago company said its clients saw a 28 percent lift in pay-up rates for their "bill me" soft offers through its proprietary TrueConversion Engine. Some advertisers garnered a 76 percent lift in conversions, Q Interactive claims.


TrueConversion is an automated system that combines demographic, behavioral and transactional consumer data to boost the relevancy of online ads and match the consumer with the pertinent message or offer. It is used along with the company's TrueLeads lead generation service.


The engine teams offline modeling methodology with its consumer database to develop custom models that aim soft offers to consumers who show a high propensity to pay.


A soft offer is a promotion that lets consumers participate in a trial offer or get merchandise or subscriptions ahead of time and pay at a later date. Besides magazine publishers, newspapers, continuity and club marketers, CD and video sellers, catalogers and single-shot book firms use soft offers for customer acquisition.


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