Selecting custom-tailored campaigns

The definition of (a) the target group and (b) the target quantity is an integral part of a mailing campaign. Dimensions such as age, gender, income or marital status for consumer products and the market sector or company size for B2B are relevant for the definition of a target group. At the same time, the scope of the target quantity for the campaign is predetermined by the available budget.
Another task description is the implementation of test mailings on the basis of representative spot checks which enable conclusions to be drawn about the aptness of the offer, thereby helping to answer useful questions concerning e.g. offer variants or specified target groups. The knowledge gained from this is then included in the main campaign.


In all these cases, a simple selection as is supported by any database is inadequate, because the optimum selection for an advertising campaign must satisfy the following criteria:

• The number of addresses selected must correspond to the number

      predetermined by the budget.

• The selected addresses must correspond to the profile of the target group to the greatest possible extent.
• The selected addresses must make allowance for a specified distribution over
  third-party lists or rented addresses if such lists are used.
• The selected addresses must be distributed as representatively as possible

      over all the attributes which are not used to define the target group.

As part of a review of the success of direct marketing campaigns, it is particularly interesting to identify which third-party lists and target-group segments achieve a better-than-average success rate. Advertising codes are used for this. These are applied to the answer material and enable the returns to be assigned to the mailing and the origin of the address.

The split function satisfies all these requirements within the framework of the DQ Batch Suite. At the same time, it is seamlessly integrated in the process flows of the DQ Batch Suite. Before the addresses are selected, data quality functions, such as address validation, relocation check or duplicate check, are used to ensure the usability of the address material. The addresses to be used are then selected in accordance with the selection criteria for the target groups and the quantity specifications by means of the split function. The ecoSort function subsequently optimizes the addresses for low-cost mailing.

The generation of addresses for several different mailings in one run also presents no problems, nor does the assignment of advertising codes for a review of the success. The ecosort function then optimizes each of the generated mailing databases for mailing.

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