Introduction to Scoring
Scoring is a statistical method, which enables you to identify addresses which are unlikely to respond to your mailing and therefore eliminate them from your campaign for both rented lists or customer data. By applying a scorecard to a data file each address is allocated a score value and therefore it is possible to define exactly which addresses should be included or excluded for a particular mailing campaign. This selective process increases response rates and therefore leads to lower CPOs. At the same time addresses which are very similar to your customer profile will generate higher order values.
The prerequisite for this type of data optimisation is an in-depth data analysis, in which pb direkt identifies the exact profile of your German client base. Gender, age and a range of socio-demographic factors, including purchasing power, consumption affinities, home environment and neighbourhood factors are included. In the B2B field pb uses data such as market information, type of company and company size. Do you wish to integrate scoring as a standard process within your German and European campaign to mirror your domestic approach? Or perhaps you are under pressure to improve your current mailing results. Whatever the reason, pb will support you with its professional and competent scoring services for direct mail campaignsff.
Areas of Application:
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Qualifying prospects