Data Mining - From Dust to Diamonds (1,194 words)
Key Media tested the original offer and premium package and realized that the vitamins had a higher perceived value than the video. (It's no secret that if your customers don't recognize your premium's value, your premium will fail.) Key Media responded by offering the package with the vitamins as the premium and the video as the upsell. As a result, the response rate increased 3 percent to 5 percent, making the program a success.
Mine Over Matter
This is just one example of some creative database mining that paid off big for a marketer, but it makes the point effectively. The lesson learned is that direct response success comes in many different packages, and the willingness to do a little digging can unearth some real marketing finds.
The folks at Key Media donned their mining hats and unearthed what turned out to be a successful program by prospecting into familiar territory. You, too, could find the key to data mining success lies in your ability to recognize each program's potential wealth, one nugget at a time.
ALISA GETZINGER is vice president, direct response marketing, for InfoCision Management Corp., a telephone marketing company in Akron, OH. She can be reached at (330) 668-1400.