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.
