Business Challenge: Acquisition and upgrade campaigns for cable operators and programmers typically result in 0.4% to 1.5% order rates, depending on the offer. In this cable operator and programmer effort, there were multiple subscriber services, types of targets and markets involved. handshake guaranteed performance at rates that were roughly 2X historical averages.
Solution: handshake developed custom behavioral targets for the client's seven U.S. regions, targets profiles, and inputs to support message, offer and direct mail versioning. We also developed a marketing database for the client, with all the targeting selects of customers and non-customers.
Results by Product and Region
Order Results Above Performance Guarantee: +53.91% higher for Cable Basic service, +109.23% for Digital Acquisition, +96.52% for Digital Upgrade and +102.22% for High Speed Data. A total of 70,267 campaign target/mail list match subscribers.
Learning: The approach of segmenting messages/offers based on regionally defined behavioral targets paid significant dividends and was also scaleable to a national program level.