Selected Client Success Stories

>> Driving Performance
>> Accessing/ Analyzing Customer & Business Data
>> Deploying CRM & Campaign Management

DRIVING PERFORMANCE

Increased Revenue
Delta Airlines conducted a direct mail program, Small Fares, to their occasional flyers from among their SkyMiles program.  Delta’s agency sought to use the C121 database marketing system to improve the targeting of the campaign and drive higher revenue.

Historically, Delta performed campaign analyses by examining response rates by program version, targeted segments and list source.  In this case, the C121 3D Response Analysis module was used to analyze responses. 

The results were stunning.  Delta saw how it could cut 40% of the outbound mail and still generate 85% of the original results.  After re-targeting, Delta was able to generate an additional $125,000 in a single program…and this was only one of ten such programs undertaken during the year.

Rapid Payback
The marketers at a upscale private hotel chain in Manhattan sought the C121 technology to profile their guests and to set up basic segmentation for two upcoming marketing programs.

When a modest test promotion was conducted, the Payback Report showed they had generated over $35,000 in incremental net profits.  This exceeded the cost of the C121 software…in just one test program!

Upgrades and Cross-Sell
AAA (American Automobile Association) implemented C121-Central Marketing under the name “AAA Direct”.  In their first campaign using C121, one large Regional club targeted an “upgrade” promotion to add additional household members.  That one campaign, by itself, generated more revenue than the cost of their C121-CM software license.

That AAA club now runs up to 80 targeted and personalized campaigns a month across many “lines of service”. Campaigns range from organization-wide, to localized cross-sell programs ordered by local “agents”, to campaigns that are co-branded with AAA’s local and national marketing and service partners.

Driving More Sales from Their Marketing Dollars
As a Targeted Marketing partner of Donnelley Marketing and Valassis Communications, we’ve helped almost all of the Top 50 packaged goods companies target their marketing dollars more effectively.  We were the nation’s leading targeter of product samples, targeting over 650 million product samples over a 3 year period of time.

Marketers for leading brands at Consumer Product, Pharmaceutical, Telcom, Entertainment and other companies would often get a 10-20% increase in the “hit rate” of their promotions…reaching more target customers and prospects for the same marketing dollars.