2. Dms Intelligence™ Intelligent Customer Engagement
Highsaleszone
Mid sales zone
Mid sales zone
Low sales zone
Customersrankedintosegmentsaccording
sector’s performance
Bottom-line savings on DM Costs – A 4 month snapshot
LIVE MARKETING built a channel optimization solution for this dealer,
which leveraged a combination of direct mail, email and text
communications across the three groups to reduce campaign expenses
and strengthen direct mail ROI. Mailers are now used in varying
frequencies to generate brand awareness among Groups 2 and 3, while
Group 1 – the most responsive – is engaged more consistently with
direct mail. Groups not being engaged in particular direct mail campaign
sequences get engaged via text message, which potentially drive higher
sales conversions than print mailers.
Campaign Months DM delivery CRM Conversions
1 Group 1& 2 Grp 2 95
2 Group 2 & 3 Grp 1 5
3 Group 1 & 2 Grp 3 25
4 Group 2 & 3 Grp 1 4
LIVE MARKETING also creates heat-maps for response groupings across various
locations to help this dealer continue to use multimedia marketing in areas with
highconcentrationsofGroup1and2households.
BUSINESS BENEFITS
Along withincreasedfoot fallsand betteroverallresponserates and conversions,
this dealer has seen over $278K in incremental value added to its top line over just
four months with LIVE MARKTINGS DMS Intelligence™ solution in place. Direct
mail and other customer campaigns are now synchronized to bear identical
messages and offers, providing consistent experiences to all North Florida
based customers. With text communications replacing DM in two-thirds of
campaigns to low-response Group 3 households and one-third of campaigns to
medium-response Group 2 households, this dealer’s monthly direct mail
costs have dropped 50%. With LIVE MARKETINGS’ heat-mapping of
responsive segments across Jacksonville area, this dealer also now enjoys field-
levelintelligenceon multimedia marketing.
Promotion
Name
Equity Tuxedo Buy Back Recall
Drop Strategy Grp 1 & 2
SMS 3 & 4
Grp 3 & 4
SMS 1& 2
Grp 1 & 2
SMS 3 & 4
Grp 3 & 4
SMS 1& 2
Savings in Cost 3165.00 8775.00 2363.13 5857.00
Extra Revenue 190,000.00 10,000.00 50,000.00 8,000.00
Profit
$278,160.13
Solution Facts
>DMsoptimizedacrossresponsiveandnon-
responsive groupings of customer households
> Sectors with skepticalresponseswere targeted
manytimestodefinenature correctly
>DMlow-responsesectorstargetedpreferentially
throughCRMcommunications
>OptimizedDMcampaignsstructuredtoavoid
clashingwithCRMcampaigns
> Text communications replacing DM, requiring
just10% of investment
>Synchronizedmessaging—textande-mail
communicationsbear same messages as DMs
“..We have seen better ROI on marketing
investments with LIVE MARKETING’S
suggestions and campaigns. Their team is
supportive and prompt;they areatrue
partnertous.”