Naviant Marketing Solutions Inc. said yesterday it they will add Custom Target to its list offerings.
Custom Target is a new product that pairs an analytic select engine with Naviant's Hi-Tech Household Master File of more than 36 million online households. It uses a statistical model to prioritize and rank the best prospects for a specific mailer.
“Custom Target is simply a list selection that is made off the Hi-Tech Household file using a regression model to drive the list selection,” said Diane March, director of offline products at Naviant Marketing Solutions Inc., Newtown Square, PA.
Mailers can use Custom Target at an introductory rate of $12,000, which includes modeling, reporting and test cell matrix recommendation for up to 100,000 names from the Hi-Tech Household file. Volume discounts are available for rollout orders. The turnaround time for model development is two weeks.