Abstract
This paper is about a new technique for undertaking campaign planning for direct marketing, and the benefits that this can provide, as evidenced by case studies in financial services and utilities. It demonstrates a very considerable commercial uplift in terms of the value generated from direct marketing, but does not require any change in operational technology. Top down spreadsheet-based planning is very sub-optimal because it cannot take account of the opportunity costs of sending customers or prospects a particular communication, even if it manages to make a small profit at the time. By building campaign plans using individual level data, the impacts of alternative planning scenarios can be demonstrated, and the one that best fits business requirements selected. The capabilities required to do this, besides a ‘decision-engine’ to develop scenarios, are samples of customer or prospect data with individual propensities and eligibilities attached.
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