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DRAFT ~ NEW PRODUCT DEVELOPMENT ~ CONTACT

STRATEGY
Contact Optimization, Contact Roadmap, Plan of Success,
Attack Plan, Contact Cookbook, Contact Calculus
Description:
Marketers know that they are targeting their top customers too much. But they cannot figure out
which campaigns and channels increase revenue and which ones decrease revenue. Unsure of
what to do they do more: more campaigns, more channels, more contacts, more frequently. But
the focus on more can actually lead to less. Each campaign has diminished returns and risks
alienating the top customers while ignoring other potential targets. Contact Cookbook has an
answer. By combining sophisticated statistical models and processes SourceLink can produce
a contact plan tailored to each customer by analyzing historic strategies and trends along with
performing advanced statistical tests.

Statistical Methodologies:
The analysis will take place in four phases, 1) historical analysis 2) campaign optimizer 3)
contact optimization 4) Revenue Attribution
1. Historical Analysis
o This will include understanding the overall revenue flow of the company, flow
within individual channels, and looking at the interaction between the channels.
o Regression, time series analysis, and data mining models.
o Initial preliminary analysis of revenue attribution
2. Campaign Optimizer
o Using multivariate analysis and design of experiment to test multiple factors,
cadences, and channel mixes.
o Run multiple experiments over a 3-6 month period
o Produce analysis that quantifies the effect of each individual factor and their
interactions
3. Contact Optimization
o Using the historical analysis and campaign optimizer data to analyze contact
strategy
o Create an individualized plan for each customers to be implemented
4. Revenue Attribution
o Using five dimensions to analyze the effectiveness of the contact optimization
and accurate calculation of revenue to each channel and campaign
o Five dimensions:
Order of events
Frequency
Event Correlation
Time Decay
Effectiveness
o Two types of channels:

DRAFT ~ NEW PRODUCT DEVELOPMENT ~ CONTACT


STRATEGY

Inbound
Broadly visible but without control over who sees and interacts
with campaign (i.e. banner, keyword, and social targeting).
Outbound
Customer Targeted (i.e. direct mail, email, and catalog).

Benefits:

Reduce the amount of contacts while maintaining revenue


Better target customers to maximize the revenue potential
Empirically calculate the effects of individual campaigns and interacts between
campaigns
Separate seasonality from campaign effects
Plans are targeted to the customer instead of customer segments

Price:
TBD