StielScore Case Study
TransactionalDatabaseMarketing
TM2
StielScore TM2
Stiel Direct LLC’s comprehensive response modeling toolset for customer and prospect marketing.
Introduction
Stiel Direct LLC (949) 300-8325
StielScore TM2:• Uses a multi functional platform that
incorporates all available data sets. StielScore TM2 can score each individual prospect and/or customer's propensity for specific products, services and conditions.
• Provides the ability to score each individual customer and prospect. Designed for multiple products, opening new vistas for managing marketing programs across multiple programs.
• Gives a propensity profile across prospects, customers, and products. Enables clients to design Solicitation Programs to systematically target each product to the most responsive customers and prospects, while avoiding the unproductive audiences.
Introduction
Stiel Direct LLC (949) 300-8325
Introduction
Among the more obvious benefits StielScore TM2 delivers are:
• A comprehensive analysis of all products/services in relation to the customer and prospect portfolios.
• Control over which prospects receive which offers based on individual marketing profiles,
rather than communication frequency calculations.
• The ability to cross-sell/up-sell beginning with the first point of customer contact for all products or
services.
Stiel Direct LLC (949) 300-8325
Additional Benefits of StielScore TM2:
• Tailor marketing programs for each customer based on their overall Propensity Profile and Projected
Value.
• Ability to recognize and respond to product configurations appealing to target segments of the Client’s customer base.
• This custom modeling capability can be built in as few as two weeks.
• The base model logic stabilizes as it incorporates all available data elements and can score new
products, services or conditions in hours.
Introduction
Stiel Direct LLC (949) 300-8325
Situation Overview
• A large Insurance Company held a finite audience and wanted to maximize its market share, while minimizing its noise to its customers and prospects.
• It also wanted to deliver a target marketing solution that could be integrated into its own systems and be revised as needed.
Case Study
Stiel Direct LLC (949) 300-8325
Solution to Client Opportunity
• The Stiel Direct team developed a StielScore TM2 Modeling Platform Score Card for an Insurance Company to increase marketing effectiveness and efficiency
• Stiel Direct determined & analyzed the customer & product clusters for cross sell behavior and opportunities
• Stiel Direct scoring can be implemented in batch mode or in real time
• Stiel Direct models can be monitored & revised as required by market conditions
Case Study
Stiel Direct LLC (949) 300-8325
Database Build
FullCustomer
File
QualifiedProspects
File
MarketingVendors
1. DatabaseBuild
Database
5. DatabaseRefresh
CleansedCampaign
File
CustomerUpdates
File
Contacts & Responses
File
3. Contact /Response
Update
2. CampaignUpdate
TM2
Reports& Files 4. Reports
Client
TM2
Stiel Direct LLC (949) 300-8325
Model Development
Client suppliescustomer &
prospect files with all
available data
Client suppliescustomer &
prospect files with all
available data
Additionaldata appended
if needed
Additionaldata appended
if needed
Results/Analysis
Results/Analysis
Marketingprograms
Marketingprograms
Multiple Scores
Multiple Scores
StielScoreTM2
Platform
StielScoreTM2
Platform
Customer Value
Data Evaluation
Product Clusters
Build Universe
Logic incorporating
200 plus binary
variables
StielScore TM2
Models the total universe to build Score Cards to targeted relevant products and services
Customer Segmentation
EquityProducts
PropertyProducts
AutoCredit
Products
2 Product32%
1 Product27%
3 Products21%
4 Products2%
No Products18%
Marketing FileMultiple Product Sales Propensity
StielScore TM2 Modeling Platform
Life InsProducts
StielScore TM2 is capable of calculating Probability Scores for all products and services. This provides powerful Decision Support Tools to determine acquisition, activation, usage, and retention strategies.
Other applications includeproduct development, creative, offers and customer value propositions.
Stiel Direct LLC (949) 300-8325
BELLEVUE
BELLINGHAM
CORVALLIS
EUGENE
EVERETT
GREAT FALLS
HAVRE
HELENA
LEWISTON
LONGVIEW
MISSOULA
OLYMPIA
PENDLETON
PORTLAND
RICHLAND
SALEM
SEATTLE
SPOKANE
TACOMA
THE DALLES
WENATCHEE
YAKIMA
%
%
%
%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%
%%%%%%%%%%%%%%%%%%%%
%%% %
%%%%%%%%%%% %%%%%%%%%%
%%%
%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%
%%%%%%%%%%
%%%%
%%%%%%%
%%
%%%%%%%%%%%%%%%
%%%%
%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% %%%%%
%%%
%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%%%
%%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%
%
%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%
%%%%%%%
%%
%%%%%%
%%
%%%%
%%%%%%%%%%%%%%%%%%%%%%
%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%
%%
%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% %%%%%%%%%%%%%%%
%%%%%%%%
%%%%%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%
%%%%%%%%%%%%%%%%%
%
%
%%%%%%%%%%
%
%%
%%
%%%
%%%%%%%%%%
%%%%%%%%%%
%%%%%%%%%%
%%%%%%%%%%%
%%%%%%%%%%%%%%%%%
%%%%%%
%
%%%
%
%%%%%
%%%
%%%
%
%%%%%%%%%%
%
%%
%
%
%%%%%%%%%%%%
%
%%
%
%%
%
%
%%%%%
%
%%%%
%
%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%
%
%
%%%%%%%%%%%%%%%%
%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%%
%%%%%%%%
%%%%%%%%%%%
%%%%%%%
%
%
%%
%
%
% %%%
%%%%%%
%
%%%
%
%%
%%%%%%%%%%%%%%%%%%
%%%%
%%%%%%%
%%%%%%%%%%%%%%%%%
%%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%
%%%%
%%%%%%%%%%%%%%%%%
%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%
%%
%%%%
%
%%%
%%
%%%%%%%%%%
%% %%
%
%%%%%%
%
%%
%
%
%
%%%%%%%%%%%%%%%%%%%%%%%%%%%% %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%
%%%%
%%
%%%%
%%%
%%%%%%
%
%%%%%%%%%
%%
%
%
%
%%%%%%%%
%%%%
%
%
%%
%%
%
%%
%%
%%%%
%%
%%
%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%% %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%
%%%%%%%%%%%%%%%%%%
%%
%%%%%%%%%%%%%%%%%
%%%
%
%%%
%
%%%%%%%%%
%%%%
%%%%%%%
%%
Customer Analysis
Mapping of high scoring prospects provides decision support information for Media, Branch, Franchisee, or Dealer Placement.
Stiel Direct LLC (949) 300-8325
Segmentation
2 Product32%
1 Product27%
3 Products21%
4 Products2%
No Products18%
Marketing FileMultiple Product Sales Propensity
Clusters can be created through Probability Scores. This is indispensable for determining high-priority customer and product segments based on response
Stiel Direct LLC (949) 300-8325
Telemarketing Application
StielScore TM2 was implemented to determine thepropensity for each prospect to purchase a third party offer via telemarketing. This model was designed to target only the most likely new customers.
The model’s increased gross revenue as well as driving the net response.
Gross NetScore Level* ResponseResponse
High Scores 4.26%3.61%Mid Scores 3.02%2.36%Low Scores 2.38%1.87%
*For readability at the telemarketer, scores were broken into three equal buckets
Stiel Direct LLC (949) 300-8325
Telemarketing Application
Client Supplies
Customer /Prospect Files
Client Supplies
Customer /Prospect Files
Sample Scored File to Telemarketer
Sample Scored File to Telemarketer
StielScore TM2
Platform
Build Initial Model/s
Telemarketing is started to obtain approximately
1000 RespondersThen e mailed to Stiel Direct
Telemarketing is started to obtain approximately
1000 RespondersThen e mailed to Stiel Direct
TelemarketerContinues to Market
TelemarketerContinues to Market
Actual Market Responders
Are Used to Check / Revise Model
Actual Market Responders
Are Used to Check / Revise Model
Remaining Marketing
File is Scored and sent toTelemarketer within
48 hours
Remaining Marketing
File is Scored and sent toTelemarketer within
48 hours
Final Net Respondersare sent to Stiel Direct torevise Production Model
Final Net Respondersare sent to Stiel Direct torevise Production Model
StielScore TM2
develops, builds, and revisesResponse Models in order to maximize the selling opportunities.
Stiel Direct LLC (949) 300-8325
Summary
• The StielScore TM2 program delivers comprehensive targeting capability and analysis of Customer and Prospect Portfolios.
• The Base Model can be developed in as few as 10 days.
• Production Scoring can be implemented immediately thereafter.
StielScore TM2 decision support tools provide aggressive applications to determine marketing strategies and tactics
Stiel Direct LLC (949) 300-8325
Contact
Daniel StielStiel Direct LLCPO Box 51084
Irvine, CA 92619(949) 300-8325
Stiel Direct LLC (949) 300-8325