Marketing is about understanding and reaching the right consumers, not “optimizing channels.” Customers make purchases, not channels. CohereOne understands the confluence of prospecting and developing the right audience. We pioneered advanced audience development over 20 years ago that identifies the likeliest and highest responding prospect to your marketing piece.
It’s important to remember that prospect lists are not made up of homogeneous individuals. There are great names in every audience list, there are poor names in every audience list. Some lists simply have more while others have less. By understanding transactional and channel behavior combined with various demographics and online intent behavior, we can find potential customer clones and clusters that will respond very well to your catalog and/or mailing efforts.
With that in mind, incorporating online behavior to improve prospecting or open up new avenues of prospecting sources using LSDirect, 4Cite and Path2Response. By analyzing various user browse behavior, we can find predictive patterns of response to be used for print programs. Today, we are leveraging all of these behavioral tells and more to help our clients model their website visitors and maximize the ROI for their marketing programs. By understanding the confluence of these names and applying various scores, we can find the most responsive names. We can interpret and utilize the interaction of prospecting records to make better mail decisions. We will mail the great names repeatedly in multiple mailings and manage the worse scored names effectively or not mail them at all.