Newsmaker Lorrie Latzen, Senior Vice President, Dataline
One of the important ways Dataline has been able to help mailers is through its unique modeling system. This proprietary system enables different kinds of mailers to lift response rates in substantial ways. Since not everyone is familiar with modeling Lorrie has offered to describe the process for us.
Q: Dataline has a successful track record in developing customized models for their clients. Could you please describe what modeling is all about?
A: Modeling is a way of taking a very close look at your current customers to identify their distinguished and relevant attributes, as they relate to the products or services you're offering. Through this intricate process, specific information about your customers become evident. Statistical data is then applied to predict and target new customers more efficiently.
Q. What do you see as primary advantages for building customized models? And why is Dataline unique in this regard?
A: Model data can often deliver higher conversion rates and better campaign performance overall. Whether it's building a single model, developing proprietary data variables or creating unique segmentation, Dataline's analytics are key. We have dedicated ourselves to understanding modeled response for most verticals. It takes sophisticated analysis and intelligence to mine deep into a database as rich and complex as Dataline's Consumer Database which consists of over 250 million records.
Q. We know that modeling is used on outside lists but can it be used successfully on house files?
A. Marketers often model their house files in order to have a better fix on their customers so that they can target their message more effectively. Additionally, they develop models against outside lists to mprove performance of their data, zero in on specific segments or mine additional selections within a list or database. Marketers are constantly seeking techniques that will enable them to acquire new customers efficiently and effectively. Through our professional staff, which includes talented and experienced analytical statisticians, combined with our state-of-the-art methods, plus a large proprietary database, that is carefully maintained, we have been able to produce models for our clients that have met or exceeded their expectations. We at Dataline are very proud of this
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