Improving Marketing ROI Through Data Analysis

* Prioritize level of data importance through testing. “Data is critical pieces of information,” Chen said. “Certain types are more relevant than others, it all depends on the application.” He provided a series of models that Experian has implemented in their testing, including three-channel tests (direct mail, e-mail, mass-media), three-offer tests (regular price, free shipping, discount price), three-creative tests and three-contact frequency tests. In Chen’s results, demographic, transactional and behavioral data proved to be the highest level of importance in maximizing list performance.