We needed several proofs of concept in order to sell an integrated approach to customer segmentation and to set the stage for integration of the 'value' segmentation with Persona. We were surprised how well we did!

1. CEM
Direct Marketing Services
CEM
Direct Marketing Services
GBC SegmentationTest Incremental Net Contribution
1
INCREMENTAL 12-MONTH PROJECTED IMPACT ON BUSINESS
TEST PERIOD -- MAY09 - JUL09
CAMPAIGN KICKER CATEGORY TOTAL CAMPAIGN KICKER CATEGORY TOTAL CAMPAIGN KICKER CATEGORY TOTAL
TOTAL MAILED - 1,038,204 530,172 1,038,204 450,000 1,038,204 530,172 1,488,204 450,000 0 0 450,000
NET SALES $0 $5,943,399 $118,903 $6,062,302 $561,600 $6,990,434 $413,925 $7,965,959 $561,600 $1,047,035 $295,021 $1,903,657
MERCH MARGIN $0 $3,922,643 $72,531 $3,995,174 $393,120 $4,683,591 $256,633 $5,333,344 $393,120 $760,947 $184,102 $1,338,170
MARKETING EXPENSE $0 $352,989 $169,655 $522,644 $166,500 $352,989 169655.04 $689,144 $166,500 $0 $0 $166,500
NET CONTRIBUTION $0 $3,533,993 -$97,837 $3,436,156 $226,620 $4,188,603 $86,978 $4,502,201 $226,620 $654,610 $184,816 $1,066,045
ROI 0% 1001% -58% 657% 136% 1187% 51% 653% 136% NA NA 640%
CURRENT STATE CAMPAIGN RESULTS VARIANCE VS CURRENT STATE