Marketing Allocation Tool – DPM

Dynamic Customer Management is a program strategy to increase total revenue contribution across the entire customer population. This is accomplished by analytically determining the most relevant marketing communication for each individual.

Once we identify the dimensions that differentiate customers, we estimate the response rate than can be expected for each communication per person. This is determined by applying Nested IP Regression techniques using results from all relevant mailings– both control and test mailings.

People are multi-dimensional and effective database marketing programs should leverage and operationalize the data influencing decision-making.

DCM accomplishes this by understanding both main and corollary influences on purchase motivation.

The practical marketing applications of DCM include developing custom communication vehicles or better targeting/assignment of existing marketing vehicles through the deployment of rules-based segmentation.

Over time, individual message relevancy fluctuates based on solicitation history and changes to behavioral and attitudinal drivers. The process of determining the most relevant and most profitable marketing programs to each customer is applied at the individual level and explicitly includes a “No Mail” option.