Impact Your Direct Mail Results Through Segmentation Analyses

Liz Kistner - Monday, October 27, 2014

University Sign Segmentation analyses allows for accurate targeting via creating archetypes of profiles of your market and developing content that best resonates with your respective target audience.  Modeling techniques add a different dimension to the analyses where it scientifically predicts the outcome based on a given campaign, scenario, channel, investment, or objective.

Coupled together, modeling and segmentation analyses provides a scientific and a quantifiable approach to reaching the target audience with a higher level of confidence as it relates to the desired outcome of the initiative, in turn, increasing the efficiency and the return of your marketing dollars.

Examples of Modeling Techniques Include: 

  • Lead Gen- Develop a degree-based model that predicts the likelihood of the quality and quantity of real leads generated from any given marketing initiative. 

  • Lead Scoring- Develop degree-based model which predicts likelihood of leads initiating into an application.  

Examples of Segmentation Analyses:

Profiling based on psychological, geographical, mosaic/prism, educational level, household income, dwelling, age, or occupation.

Additionally, you can develop dashboard metrics that can be used as input variables within a model. Incorporating metrics within a model can:

  • increase return on marketing spend

  • improve budget process performance 

  • increase number of students 

  • increase return on corporate spend 

  • increase student value 

  • reduce cost of acquisition

  • improve conversion rates 

  • improve campaign ROI 

Information is power. Increase market share and understand your ROI through segmentation analyses. This strategic marketing tool will identify your target markets and help you allocate resources to your more defined segments.