Resource Request

Title:

Predictive Analytics Allows PC Financial to Dramatically Improve Results in Loyalty Marketing

Description:

The PC Financial loyalty group was launching a print catalogue campaign with the objective of driving customers to redeem loyalty points for general merchandise. Direct mail print campaigns are costly to develop due to the volume of the print-run, mailing costs and other factors. With this in mind, and also considering that the loyalty group had run previous catalogue campaigns, the team was interested in building on past programs and increasing their response rates while at the same time reducing their costs. The group had determined that a 5% response rate was the minimum needed to break-even on the program and this hurdle had not been reached in previous campaigns.

Type:

Success Story