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Case Studies
Learn more about G2 Knowledge Consulting success stories.
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Situation
A national retailer of
elective eye surgery outgrew their traditional direct
marketing processes. The firm was experiencing dramatic
reductions in appointments generated through the direct
mail channel.
Solution
Over the course of developing
a test to prove the value of a cloned-profile acquisition
approach, G2KC analyzed the firm’s customer acquisition
records over time. Across locations, recency patterns
emerged showing that customers who lived closer to their
locations had stopped responding. The results indicated
a need to change their acquisition targeting. G2KC developed
and deployed a list testing approach that matched BAU
vertical list selections against targets developed from
a G2KC customer cloning model.
Result
The proof of concept
test demonstrated a significant lift over the majority
of vertical lists. Only the most highly targeted (and
most expensive) vertical list matched the performance
of the cloned-profile approach. Additionally, because
the approach represents an expanded population of a previously
untapped information source, responses from closer proximity
grew. The cloning model delivered pockets of untapped
customer who were previously inaccessible through vertical
list sources. Today, G2KC’s cloning model is the
control source against which vertical lists are compared.
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