Consumer Goods Agency Sees Increased Coupon Redemption and Direct Mail Capabilities
A US Data Corporation Case Study
Summary
This case study underscores the power of hyper-targeted direct mail campaigns in driving consumer engagement. By leveraging US Data Corporation’s proprietary targeting methodologies, consumer brands and retailers optimized their marketing investments, maximized coupon redemption, and drove unparalleled ROI.
Background
One of the nation’s largest consumer products marketing agencies, representing multinational brands such as Procter & Gamble, Colgate-Palmolive, Kraft Foods, and Unilever, sought an innovative way to optimize direct mail campaigns. Despite their longstanding success with direct mail, brands hesitated to commit without cost-sharing from retailers, and retailers struggled to allocate co-op budgets efficiently.
Goals
- Increase coupon redemption rates through precise audience targeting.
- Develop a solution that allows brands and retailers to collaboratively invest in direct mail campaigns.
- Maximize the use of previously unspent cross-marketing budgets.
Strategy
US Data Corporation devised a data-driven, multi-faceted approach to targeting highly qualified shoppers, ensuring both brand and retailer interests were met:
- Shopper Behavior Modeling: Created a custom model identifying top retail shoppers and analyzing their purchase frequency.
- Demographic Targeting: Built an audience profile specific to the brand’s product, aligning with retailer shopper lists.
- Proximity-Based Selection: Filtered the audience to ensure mailings were only sent to shoppers within a targeted store’s radius, maximizing local impact.
For the proof-of-concept, US Data implemented this strategy for Schick Men’s Razors in collaboration with Target stores. The precision-driven campaign enabled both the brand and the retailer to invest with confidence, knowing the promotion would reach only the most relevant customers.
Results
27% Coupon
Redemption Rate
Expansion of
Direct Mail Division
Scalability Across Major Brands
US Data Replicated This Model for Keurig, Purina, Starbucks, Pantene, L'Oréal, and more.
Gain unsurpassed access to your perfect target market.
Unparalleled Targeting
US Data Corporation offers over 400 targeting selects that will enable you to target your ideal audience with a degree of exactitude that will improve your response rates, increase sales opportunities, and lower the cost of your marketing campaigns.
Mission-Critical Accuracy
We take data hygiene very seriously, which is why we scrub and verify our databases around the clock to ensure that our customers receive only the most accurate data. Say goodbye to wasted marketing budget on returned mail and disconnected phones.
Quality Guarantee
With US Data Corporation as your database provider, you never have to gamble on your marketing again. We fully stand behind the quality of our lists: If our data does not exceed industry standards for accuracy and freshness, we will replace the defective data 100%.
Marketing Solutions
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Marketing Data
The difference between a successful marketing campaign and “junk mail” is in the quality of the list and the know-how of the team that pulled the list together. That distinction is precisely where US Data Corporation shines. We specialize like no other in building custom, highly-targeted mailing, email, and telemarketing lists to ensure that your message reaches the right audience at exactly the right time.
Our marketing data sets industry standards for freshness, reliability, and accuracy. Moreover, our advanced and precise targeting techniques result in off-the-charts responsiveness, making us the nation’s leading database provider.
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Email Broadcasts
US Data Corporation excels at conducting full-service email broadcasts on behalf of our clients. Thanks to whitelisted servers and perfectly curated email databases, our email program success rates are second-to-none.
US Data’s team of email marketing experts will collaborate with you to ensure that your emails bypass the spam filters and grab your prospects’ attention. We are responsible for successfully powering the email marketing programs for hundreds of companies nationwide.
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Direct Mail Campaigns
US Data Corporation’s direct mail one-stop-shop allows you to deal with a single vendor for all your mailing list and direct mail marketing needs. We will expertly navigate the complex ins-and-outs of the direct mail process for you, including creative design, printing, ensuring compliance with strict USPS guidelines, and getting you the best postage discounts.
Watch your response rates soar by choosing US Data Corporation as your turn-key direct mail marketing provider.
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Multi-Channel Marketing
US Data Corporation has developed a unique suite of multi-channel marketing tools designed to seamlessly integrate modern digital marketing mediums with traditional direct marketing channels. You can now reach and engage the same target audience across marketing mediums with targeting precision equal to that of direct mail.
Our multi-channel marketing tools give you the power of unparalleled flexibility as you plan when, where, how, where, and to whom your marketing message is delivered.
What Our Customers Say
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“Our database was a mess and many of our records were outdated. Your team managed to help us get our records in order in a matter of days instead of months. Our previous data hygiene service never did the job right and took them months and months. For a very reasonable service price your company eliminated our duplicate records and matched over 26K new email records to our alumni and donor records. We had a very important survey that was sent to our constituents with the hope of getting around 100 responses or around 1% response rate. It was important that we got a good response rate because we are planning our future events. I can’t tell you how shocked we were to get over 300 responses to our survey! US Data tripled our expectations on our response rate! Good data. Good Service. Great sales representatives.”
Kevin Brown
Los Angeles City College Foundation -
“My rep knew exactly what we wanted to do, formulated a game plan with results that were realistic, and set expectations accordingly. All of the expectations that he set were exceeded by the data that US Data Corp returned to us. I would not hesitate to recommend your company to anyone I come across in the future needing your services.”
Michael Certo
Nova Home Loans -
“I just got word that yesterday (the day we deployed our 5th US Data email for Graduate School) was the second busiest day for website traffic – dating back to 2012. What’s more, following yesterday’s email, our call center volume increased 600%. Just thought you guys would like to know that what you’re doing is working.”
Cory Kizielewicz
Graduate School USA -
“The work US Data did was exceptional, accurate, and done in a very timely manner. At all times my rep communicated professionally and with a very much appreciated level of courtesy. Your employees present your company with a lot of polish and instilled a lot of confidence in me for what you do. I look forward to working with US Data Corporation again.”
Patrick Coan
Brighter Day Health -
“We have worked with US Data for several years now. Their team is professional and responsive in managing our business. We have thrown many last-minute deadlines at them and they have always delivered on time.”
Mark Igo
MyMilitarySavings.com
Popular Targeting Selects
INDIVIDUAL
- Age
- Gender
- Geography
- Marital Status
- Ethnicity
- Religion
- Country of Origin
- Language
- Education Level
- Occupation
- Political Party
HOUSEHOLD
- Household Size
- Head of Household Age
- Presence of Children
- Age of Children
- Number of Children
- School Grade Levels
- Number of Generations Present
- Presence of Grandparents
- Presence of Veterans
LIFE STAGE
- Off to College
- Brides to Be
- Newlyweds
- Expecting Parents
- New Parents
- Divorced
- Empty Nesters
- New Grandparents
- Retired
INCOME/AFFLUENCE
- Estimated Household Income
- Credit Worthiness
- New Credit Card Holders
- Number of Credit Lines
- Types of Credit Cards
- Active Investors
- Investment Types
- Net Worth
TRANSACTIONAL
- Purchasing Behavior
- Transaction Date
- Product Categories
- Brand Preferences
- Store Preferences
- Mail Order Buyers
- Online Shoppers
DONORS
- Donors
- Charitable Donors
- Political Contributors
- Religious Donors
HOMEOWNERSHIP
- Property Owners
- Unit Dwelling Type
- Property Type
- Sale Date
- Estimated Home Value
- Square Footage
- Length of Residence
- Year Built
- Number of Rooms
- Lot Size
- Presence of Pool
MORTGAGE
- Mortgage Amount
- Monthly Payment
- Loan Type
- Down Payment
- Loan-to-Value Ratio
- Available Equity
- Interest Rate at Sale
- Fixed vs. Variable Rate
- 30-60-90 Day Lates
- Foreclosures
- Pre-Foreclosures
OTHER
- Apartment Dwellers
- Prospective Home Buyers
- New Homeowners
- Pre-Movers
- New Movers
- Absentee Homeowners
- Refinancing & Loan Mod Candidates
- Commercial Property Owners
LIFESTYLE
- Boat Owners
- Frequent Travelers
- Ailments & Illnesses
- Timeshare Owners
- Outdoor Enthusiasts
- Green Households
- Pet Owners
- Clubs & Memberships
- Magazine/Newspaper Subscribers
- Aircraft Owners
- Smokers
- Jewelry Buyers
INTERESTS
- Arts & Crafts
- Reading Preferences
- Health & Fitness
- Music Preferences
- Sports
- Online Gambling
- Gardening
- Home Improvement
- Photography
- Self Improvement
AUTOMOTIVE
- Automobile Owners
- Likely Auto Shoppers
- Vehicle Make
- Vehicle Model
- Vehicle Year
- Vehicle Type
- Number of Vehicles Owned
- Motorcycle Owners
- RV Owners
- Truck Owners
- Commercial Fleet Owners
BUSINESS DETAILS
- Contact Job Title/Function
- Industry Type
- SIC Code
- Revenue
- Number of Employees
- Years in Business
- Ownership
- Legal Status
LOCATION
- Headquarter Location
- Additional Locations
- Branch/Headquarter Designation
- Number of Contacts per Site
- Square Footage
- Franchises
OTHER
- New Businesses
- Small Businesses
- Women-Owned Businesses
- Minority-Owned Businesses
- Commercial Property Owners