Acxiom Launches Predictive Modeling-Enabled Marketing Solution

Small- and medium-sized businesses now may apply predictive modeling technology to determine statistically their best prospects for direct marketing campaigns. Acxiom® On-Demand Targeting(TM) is a simple, automated approach for identifying the best prospects that are likely to respond to campaigns or offers.

Based on Genalytics’ automated modeling technology, Acxiom On-Demand Targeting immediately improves response rates and lowers costs by eliminating those households that likely will never respond to an offer. It also eliminates the guesswork of list selection for Acxiom’s InfoBase® customers.

"Our small-to-midsize clients have always wanted the means to access custom modeling at an affordable price," said John Ripa, InfoBase Group Leader. "The Acxiom On-Demand Targeting system will fill this need."

Acxiom On-Demand Targeting is ideal for retailers, franchises, non-profits and distributed sales organizations in industries such as insurance, real estate, mortgage providers and financial services.

Until recently only the largest consumer retailers and financial institutions could afford the overhead of high-level statisticians and custom predictive modeling. These predictive statistical models often take weeks to build, but they historically allow organizations to hone in on their best prospects, yielding an average 5 to 25 percent lift in campaign response rates.

Acxiom On-Demand Targeting can produce and deliver a custom predictive model and scored mailing list in a matter of hours or days. Modeling and reporting are free; marketers simply rent the highest scoring names on the list, thereby taking the mystery out of list selection and for the first time making it practical to apply predictive modeling technology to every campaign.

To take advantage of Acxiom On-Demand Targeting, InfoBase clients simply need to provide a list of their customers’ names and home addresses–about 5,000 names for a regional or state campaign, and about 20,000 names for a national campaign. With their list purchase, clients will receive free modeling, modeling reports and profile reports, which can be delivered within days of submitting customers’ names.

Trade area segmentation is also available, which automatically determines the client’s trade area through the modeling process, enabling targeting of the best prospects within the best target area. Clients who use trade area segmentation will receive trade area maps that display the concentration of customers by location.