Predictive modeling is a priority for marketing teams because it is indispensable for identifying your ideal customer(s), customizing marketing messages that resonate with their needs, and reaching them at the right time.
For direct mail – a marketing channel that has stood the test of time – predictive modeling is key to cut through digital noise and remain relevant. Speedeon’s latest study on audience targeting reveals that 76% of direct mail agencies use predictive modeling solutions for almost every campaign, emphasizing its increased usage.
But, there’s a catch. Our report also revealed that using predictive modeling for smarter audience targeting hasn’t been a level playing field. Unlike for digital marketers who can create models almost instantly with real-time analytics and feedback, the standard time for model building expected by direct mail marketing agencies is 1-4 weeks. Taking weeks for campaign execution in today’s dynamic market is a major drawback. Your campaign could become stale by the time it reaches the prospects. With missed market opportunities, wasted ad spend, and low ROI, the impact is not light.
If your agency is going through the same issue, take a step back. You need to consider a better solution that lets you leverage the power of data to launch better marketing campaigns faster.
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The Need for Speed in Predictive Modeling for Direct Mail Marketing
In marketing, speed matters as much as precision because of how tough the competition can be.
The whole reason why agencies turn to predictive modeling for direct marketing is to anticipate future outcomes and connect with prospects at the right time. But if audience data modeling takes weeks and weeks, it defeats the purpose.
Direct marketing campaigns launched in short turnaround times give you the much-needed marketing edge to reach customers when they are primed to spend. It will increase conversion rates, improve customer loyalty, and deliver a higher ROI.
In fact, brands that quickly test, refine, and optimize their audience segments are seeing a major edge over the competition, often achieving 30–40% better campaign results than those relying on static audience updates each quarter.
What’s Standing in the Way?
In the same study on targeting, we surveyed marketing professionals to understand better what’s causing the lag.
Even those marketing agencies that are well-resourced were struggling when it came to the execution part. The #1 cause was a lack of internal data science resources.
Most of the analytical solutions and modeling platforms in the market today are overly technical and lack the required integrations to streamline the audience targeting process. For this reason, many agencies outsource the solutions, often from multiple vendors, and this disconnect is disrupting campaign execution.
Because buying data from one source and getting your insights or audiences from another is an easy recipe for disaster. Even experienced teams hit roadblocks with model building, data integration, and cross-platform activation because of a lack of comprehensive data modeling services.
Give Wheels to Your Snail Mail Campaigns with AudienceMaker
Having worked with marketing agencies across different sectors, we understand the pain points that marketers face in executing impactful campaigns at the right time. The solution? A platform that delivers models in MINUTES. Results in days. Growth all year.
With Speedeon’s AudienceMaker, you can build predictive models within minutes! It is a self-serve, all-in-one platform that lets you access premium customer data and leverage predictive audience modeling within a short time.
With built-in data enrichment and audience suppression capabilities and cross-channel integration, you have everything you need under one roof. Best of all, our experts will support you whenever needed.
AudienceMakers gives marketers access to a high-quality consumer database with over 1000 data points to help you enrich your data, identify your best prospects, and model audiences in minutes! Yes, that’s right. Our built-in predictive modeling capabilities are easy to use, regardless of your data science skills.
Get on Board!
At Speedeon, we understand the competitive advantage that well-established large marketing firms hold over small or mid-sized agencies. So, we built a platform that’s cost-effective and feature-rich to give direct mail agencies all the necessary tools they need to execute their marketing strategies seamlessly.
Want to know more? Schedule a one-to-one session with one of our experts to learn how to accelerate predictive modeling with AudienceMaker for direct marketing!
