IAP's clients define their metrics' applications and deliverables. IAP can provide complete analyses and presentations, or licence the metrics and support their applications by client staff. Below are a some recent deliverables and descriptions of what clients accomplished.
Digital Insurance Marketer
Annuity Manufacturer & Marketer
P/C & Life Insurance Direct Mail Marketers
Mutual Fund / Brokerage
Improve pay-per-click and display targeting and performance
Develop direct-to-consumer marketing distribution
Direct mail list targeting and suppression
Advisor staffing, deployment, and segment marketing strategy
Assessing and managing customer loyalty at branch level
Assessing customer portfolios and sales channel performance
Assessing and refining acquisition strategy and targeting
Consolidating product, investable asset, and buying channel metrics to the ZIP code level enabled the client to rapidly reduce marketing spend by competing to reach prospects most likely to buy using Google AdWords and Display.
Annuity, D2C buying channel, and custom metrics were used to develop, test, and launch a new distribution channel
IAP has a number of continuing list rental clients using the predictive analytics for list targeting and suppression
Current and projected market size and growth rates for several predictive metrics were used to assess a major market segment nationally and within major metro markets. Demographic analyses added further insights to support local program development and allocate marketing resources. This analysis of wealthy single women provides a similar example.
Loyalty metrics analyzed customers by account values and products, and compared customers to the analytically-driven loyalty norms within each branch's market. Marketing resources were redirected to markets and customer segments and branches that represented the greatest profit potential for the bank.
Product-buying metrics analyzed account data to produce customer value and penetration analyses. Reporting was provided by time period, sales channel, and across geographic markets. Client used analysis to support marketing program and field sales training investment decisions.
IAP's asset, product, and channel affinity metrics were used to define and assess a high-potential market segment and to evaluate acquisition performance in recent quarters. New offers, campaign creative, and targeting were developed and tested for the redefined target segment.
In each case IAP's clients sought and benefited from using predictive data to objectively assess recent marketing performance, current resource deployment, and sales and marketing strategy. Visit the graphics in the slideshow on Predictive Analytic Metrics for further illustrations.