Harry and David buyers are affluent connoisseurs of gracious living and giving. They offer a prospecting source rich in data elements that can impact any consumer direct marketing campaign. Based on statistical matches of specific demographic, transactional, and lifestyle criteria, ALC’s data analysts and marketing experts isolate segments of the Harry and David universe who closely match the best customers of any given consumer marketer.
Mailers have the option of using a “Best Customer Match” model or a “Regression” model. ALC’s Harry and David PerfectMatch Modeling Program is housed at ALC’s DataCentrix facility and overlayed with Experian data.
Best Customer Match
The Best Customer Match Model finds prospects that most closely resemble your best customers. To begin the model build process, the mailer supplies a cross-section of their best customers to DataCentrix, which matches them against the Harry and David file. Regression analysis then determines which variables would be most predictive for identifying customers on the Harry and David file that look most like the mailer’s best customers. A recommendation will be sent to you (or your brokers) from which you will determine which groups to test and in what quantities. Send a test order for the groups you would like to select. Selection is done once the model is completed.
Minimum quantity best customers required: 100,000 (to yield 3,500)
Minimum test quantity: 100,000
Turn around time for model build: 4-6 weeks
Turn around time to process an order: 48 Hours
Regression Model
The Regression Model uses actual responders from the mailer’s cross-section mailing of the Harry and David file. Response data is analyzed to identify which variables would be most predictive for the Harry and David file. The mailer tests a large enough cross section from the Harry and David database to yield 1,000 paid responders. These are then returned to DataCentrix along with a copy of the net names mailed file for analysis.
ALC’s PerfectMatch Modeling Program for Harry and David is a highly effective process that helps large direct marketers:
• Affordably acquire more customers
• Gain a supplemental large universe of strong performing prospects
• Realize a lift in response when experiencing a drop-off from straight segment selections
• Tap profitable secondary and tertiary market prospects
ALC marketing experts help ensure the success of your Harry and David model by working closely with you to gather the right input, conduct the model build, analyze the results, and create an ongoing, dynamic marketing program. Beyond providing effective modeling data, ALC modeling specialists are with you every step of the way explaining all of the analytical nuances, answering any questions, and recommending a course of action. From data selection and equations to gains reports and analysis, we’re the modeling experts so you don’t have to be.
