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.
"In my opinion Merit Direct is well ahead of the pack in all categories. Certainly their business acumen is at the highest level and they truly operate in a self-actualized mode. They are constantly on top of changes in the business, new media, new ways or approaches new strategies new tactics. They really stay on top of what’s going in business and what's going on in the marketing world in general.”- Ron Sichler President, RLS Media Greenwich, CT
“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
“I find MeritDirect to be a true partner in our business. I like to define vendors as people who want to make money from you versus partners who want you to grow your business. And MeritDirect is tremendous at helping us grow our own business, coming up with innovative concepts to help us leverage our data assets and improve on our current practices.
I would like to thank Rob Sanchez and the whole staff at MeritDirect for showing us that there’s higher ground to conduct our business and to prove that it’s not just a concept, that it is truly proven under true partnership and to thank you for being involved with our business in this level.”- Sylvia M. Sierra
Vice President, Customer Acquisition + Retention,
Access Intelligence LLC
“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.”- Peg Kuman Vice Chairman, Relevate Springfield, VA