Improving business intelligence and improving response rates are ongoing challenges for every direct marketing business in the world. For more than 20 years, the analytics team at ACTON has helped customers in financial services, insurance, travel, publishing and mail order to improve their business through better response rates and a better understanding of the type of customers acquired. Almost every organization has different important key measures-by understanding what these measures are, and further understanding how they tie in to overall business goals and past direct marketing campaigns, it is possible to improve future performance. The right analysis of the right data is a good basic starting point. One of ACTON's specialties is helping to determine which data needs to be analyzed, and, more importantly, how predictive this analysis can be as it relates to future business goals.

In the North American market, ACTON's TasC model is the third generation analytic and modeling tool utilized for bank DDA marketing. In-depth analyses have been conducted for more than 300 banks, encompassing more than 10,000 branches in the U.S. markets. This nearly 25-year process has made it possible for ACTON to develop numerous proprietary programs and systems to assist in the business of analytics, modeling and reporting.

One of the most commonly asked questions by organizations who have never undertaken intensive analytics or modeling is, "Will this work for our program?" As with most things direct marketing related, tests are always in order. Because there are substantial costs involved with certain types of business intelligence programs, it is important to think through the impact of the program, its costs, and what the results will do on a cost-per-acquisition or retention basis.

ACTON clients have consistently enjoyed success utilizing analysis and modeling in the Financial Services sector in North America. The techniques and procedures help generate lower acquisition costs and better retention rates for checking accounts, home equity loans, credit card, and unsecured consumer credit. Insurance programs in the North American, European and Asian markets have also benefited substantially from both analysis and modeling. In those markets where significant detailed data is not available or is prohibitively priced, frequently an analysis program can generate very good return on investment. Travel programs in North America and Europe have also benefited substantially from ACTON's expertise, with a particular emphasis on yield management and enhancement, demonstrating excellent return on investment. Mail order categories have not demonstrated the consistency of Financial Service, Insurance, Publishing or Travel. For those programs which are successful, the performance enhancements have been dramatic. Unfortunately, success in the mail order sector is less frequent.

For a detailed analysis of your current program, and for some recommendations on what, if any, business intelligence programs to undertake contact info@acton.com.