Response and Best customer profile models have been used in new customer acquisition campaigns for the past few decades. The basic concept is to identify and preferred action and then to model the target cohort against the actionable universe to identify predictive attributes, their relative value weighting and the algorithm that best predicts the desired action.
This approach can be extended to almost any desirable action. At MeritDirect, we have developed and continue to grow our suite of models that achieve many desirable marketing outcomes. A few examples are shown below.
Alpha Model – Identifies which new customer sites are likely to generate the highest return over the first 12 months versus those that are likely to generate little or no additional revenue. This model can be used to identify which new customer sites should be called for accelerated migration towards managed account status, those sites that deserve best customer cadence before they show the additional revenue and which sites should slip out of the 12 month RFM segmentation quicker than simple RFM technique recommends.
Next Logical Product – Usually targeted at the family or category level, identifies the product most likely to be purchased by every customer site over the next X months, based on prior history. This model is used to identify the offering a site should receive either in the form of a solo, an email or an upsell by customer service. This model can also be used to tailor Targeted Display offers online.
Best Customer or Managed Account Models– Much like the Alpha model, this model predicts which existing customers have the best potential to become managed account customers, achieving the highest value relationship. By identifying these high potential customers before they self-determine through high revenue, marketers can provide the extra care necessary to nurture these sites into best customers and keep them away from the competition.
“Trust and communication are non-negotiables when it comes to partner relationships. Thankfully, Merit Direct excels in both areas, having worked with us from day one on laying a foundation of proactive consultation, strategic collaboration, and, ultimately, mutual success. ”
“Data is sensitive, and mistakes interpreting data can be costly. When it comes to data, you want to work with a company that you trust. For us, MeritDirect is that company. They not only have the history, but they have the team.”- Geoffrey Forman Marketing Analyst, Edmund Optics Barrington, NJ
"Q11 Associates has been in the B2B direct marketing space for several decades. It’s rare to find a partner organization staffed with genuinely good people who are also highly competent, and produce great results. That describes our good friends at Merit Direct.”- Byron Crowell, Director of Operations, Q11 - Solution Publishing
“MeritDirect is a strategic partner of ours and in my opinion, professionally and personally, is the thought leader on business to business, data use and marketing in United States today. Their success is driven by the culture, the experience of senior leadership in the company have and the commitment to quality, accuracy and excellence in both product quality and service quality.”