Each DM activity you perform, has multiple objectives

• Maximise lift / incremental sales
• Test various creatives via champion/challenger strategy
• Test efficacy of various channels , individually or in a combined fashion
• Activate dormant customers, or onboard new customers etc

To ensure that you meet your objectives, two conditions MUST be met

• Selection of the right customers to target
• Creation of the right campaign design, with test & control groups to ensure rigorous & proper comparisons and evaluations can be made for key metrics

TEG uses advanced techniques of Design Of Experiments, Sample Design, Data Mining of past campaign results & Propensity Modelling to help you select those customers / prospects that are most likely to be profitable. We also ensure the campaign is set up in an optimal manner, such that all KPIs can be statistically tested without compromising on revenue due to large control groups 

Once the campaign design is finalised, we help your marketing team to convert the plan to execution on the ground. TEG shall

• Work with your customer data to identify the target customers that meet the campaign selection criteria
• Segmentation of customers in the various test & control groups
• Create mailing files of selected customers in the required divisions of test/control groups, and attaching the required contact information (postal, telephonic, e-mail)
• Co-ordination with the DM executors, to ensure seamless perfect execution

This will ensure that the required message reaches the appropriate customer or prospect in the required format within the required time frame.

Each DM activity is typically run for 3-6 weeks, and mid way course corrections are a must to ensure campaign success. This requires campaign response to be tracked actively during the period of the DM activity, identify customer segments/market segments / channels that are not performing up to the mark and implement corrective measures immediately.

TEG helps you set up reporting & tracking tools, which capture DM performance till date at an overall and granular level, and clearly identify areas of concerns which need corrective action.

Based on customer requirement, TEG can set up the tracking services on a hosted platform or on premises within the client’s environment.

Post the completion of the campaign, we analyse the results using T-Tests, ANOVA/ANCOVA models, Directed Data Mining to evaluate if your DM activity worked for you.

At an overall level, we calculate the campaign metrics like

• Incremental Sales - Total Sales – Baseline sales as determined from control groups
• Campaign Contribution – Incremental Sales – Cost Of Campaign
• Marketing ROI – Campaign Contribution / Cost Of Campaign

The metrics above can be broken down by customer segment, region, channel etc to get a more granular view of campaign results. After assessing the impact of the campaign, we determine the drivers of campaign success

• What channels worked for which customer segment?
• Which creatives worked for which customer segment?
• How much did the creative contribute to campaign ROI , how much was contributed by the channel?
• Which customer X creative X channel combination returns the best ROI

The leanings from the post campaign analysis are built into the design for upcoming DM activity, thus closing the loop.