Anyone can create statistics on a particular customer base.  But it isn't relevant unless it is used to drive business.  That's what we do:  analyze your customer database, define what makes your best customers ideal and find more just like them.  This special recipe -- the science behind the sizzle -- enables you to use your marketing dollar to its best possible advantage.

You have likely heard of profiling and modeling.  But what exactly are these processes and how can they be applied to help your business?

Profiling is essentially a composite description of your customers by identified clusters (age, household income, hair color, number of cars, etc.).  Clustering and profiling serve to identify the key variables defining and differentiating customer segments from each other and the general buying population.  This serves to help you to design creative messaging that speaks directly to their interests, needs or concerns.  Acxiom's PersonicX Classic is our tool of choice for segmentation analysis. 

Modeling is the use of advanced mathematics and statistics applied to known consumer data and your customer data to identify interactions and ultimately, predict the likelihood of someone behaving in a certain way.  

See an example of a Model Lift Chart and a Model Zip/Decile Count .

In order to find more people who will purchase your product or service, the best way is to start with people who are already doing so.  In the case of your business, we'll take your customer database, overlay it with literally thousands of demographic and other descriptive data elements, and perform an initial exploratory data analysis.  Out of this will come:

• The presence of several distinct Segments with unique features or behavior --also referred to as "Clusters" or "Cohorts"

• A profile of each segment -- a composite analytical view of each identified customer cluster

• The model is essentially a mathematical formula that takes all relevant data elements together in such a combination that it describes a given behavior better than any other combination of data elements.
• Once it is derived, the same formula is applied to your prospects within your trade areas.  The result is a list of Individuals or households, each with a score of likeliness to behave like those fed into the model. 
• We then mail and/or e-mail ONLY those individuals or households with the highest relative scores.  That is how to use your marketing dollar to its best possible advantage.