Segmentation and Modeling

A state-of-the-art list segmentation system developed by DMRA's partner company, Matchkey Corporation, allows clients to identify and target high-profile market segments within their own customer base or in outside lists. Our firm can do Matchkey research directly, or clients can license user-oriented QeS modeling software to analyze files on their own personal computers. Matchkey and QeS provides a firsthand view of file variables, enabling them to develop and select multi-variable segments to precisely target prime prospects.

Model segments are identified by profitability -- not just response rate, and cross-tabulations show interactions of variables that yield the greatest profit. Matchkey will build an introductory model for companies providing file data to determine if the model is predictive prior to purchase of modeling services.

DMRA's modeling tools include:

Profile models that start with a product or service buyer and determine their profiles or "look-alike's" algorithms in order to identify clients for initial test marketing.

Response models that determine who are most likely to be responders to any direct marketing media (mail, telemarketing, email).

Conversion, renewal, best-risk, LTV models to go beyond response models to find "profits".

Specialized models: DMRA's QeS system can be turned to solve non-direct response marketing problems as long as there is data and an "event" to predict, such as: the best ads words to buy for a web-search program; zip codes or block groups that identify best new markets; new sales agents likelihood of success, etc.