Challenge
A product group within a Fortune 50 technology manufacturer wanted to bring together disparate marketing programs and databases and begin executing closed-loop marketing for better accountability and ultimately improved marketing and sales performance. At the time they had more than 25 different marketing databases containing contact information up to four years old. Also, they did not have visibility into how various media and messages performed against each other or ROI objectives.

Solution
ResponsePoint compiled a single database from the previous 25. The database was scrubbed and de-duped leaving 33,000 valid records to begin executing programs against. Segmentation fields were added and initial segmentation codes were assigned based on market sector. Telemarketing, direct mail and email campaigns were executed against the database. Campaign activity was tracked and records were updated accordingly. Also, responses from other media and lists were added to the database for use in ongoing marketing efforts.

Result
The client’s current database contains approximately 24,000 high-value records and is the centerpiece of the clients marketing activities. In the three years since the project began, telemarketing costs per lead have dropped each year going from $172 per qualified lead to $94 per qualified lead. Direct mail and email campaign response rates have both improved as well. Email response rates are now better than 4% at a cost per response of $5.95.

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