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0:00
Hi, my name is Tony Rizzo
and I'm General Manager/
Creative Director of Marquis.
Our company specializes
in financial direct marketing,
and offers CRM software,
consulting services,
and direct marketing
capabilities
to hundreds of
financial institutions
from our headquarters
in Dallas, Texas.
0:18
This 10-minute case study
will focus on a meta-analysis
of over 600 direct
marketing campaigns
executed by our company
over the past 24 months.
0:28
We wanted to know how the use
of personalization impacts
response rate
and revenue.
0:34
To determine this,
we conducted means testing
of multiple direct
mail campaigns
and measured
direct response rate
and direct return on investment.
All the analysis
that you will see here
has been gleaned
from actual campaigns.
The population of the study,
56 institutions,
654 direct mail campaigns,
spread out over three million
pieces of direct mail.
0:60
There is a caveat to this study
that you need to be aware of.
First, this is an analysis
of historic campaign results.
It is not designed
to be a predictor
of future performance.
And important, perhaps
most important to this analysis
is that it does not profile the offer
or the price characteristics
that went into
individual campaigns.
It simply looked
at direct response rate
and then the commensurate
revenue generated
in order to try to understand
the dynamics of data
as it relates to communicating
with an individual.
1:37
Throughout this presentation,
I'm going to use the term direct
response and direct ROI.
This is because we only counted
a response and its revenue.
If an offer for
a product was made,
say for a mortgage loan,
and the respondent
purchased a mortgage loan,
not another type
of loan product.
